Universität Wien

124262 KO Critical Media Analysis (2024S)

Love on Screen: Eye-Tracking Insights and Diversity Representation in Media Narratives

6.00 ECTS (2.00 SWS), SPL 12 - Anglistik
Prüfungsimmanente Lehrveranstaltung
Moodle
Fr 24.05. 18:15-19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21

An/Abmeldung

Hinweis: Ihr Anmeldezeitpunkt innerhalb der Frist hat keine Auswirkungen auf die Platzvergabe (kein "first come, first served").

Details

max. 30 Teilnehmer*innen
Sprache: Englisch

Lehrende

Termine (iCal) - nächster Termin ist mit N markiert

Freitag 08.03. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
Freitag 15.03. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
Freitag 22.03. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
Freitag 12.04. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
Freitag 19.04. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
Freitag 26.04. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
Freitag 03.05. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
Freitag 10.05. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
Freitag 17.05. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
Freitag 31.05. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
Freitag 07.06. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
Freitag 14.06. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
Freitag 21.06. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
Freitag 28.06. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21

Information

Ziele, Inhalte und Methode der Lehrveranstaltung

This course offers a comprehensive exploration of media and communication theories, historical perspectives and dynamics of romantic narratives, and the transformative potential of media advocacy. Through a combination of theoretical concepts and eye-tracking software, we will uncover how media content shapes our attitudes and beliefs, often without us even realizing it. Real-world examples, including the impact of social media trends like the #relationship challenge or #lovelanguagechallenge, and hands-on analysis of a Netflix documentary "The Tinder Swindler" (2022), will illustrate how romance-related content can become viral. We will harness the power of social media analytics and explore media advocacy strategies, analyzing successful diversity advocacy campaigns such as #OscarsSoWhite, #SeeHer, #BlackLivesMatter, #DisabledAndCute, and #LoveIsLove.
The historical perspective of romantic narratives will be emphasized, with a specific focus on why the Golden Hollywood was not so golden for women. We will elucidate on challenges faced by women in the media industry, such as typecasting, ageism, sexual harassment, exploitation, double standards, and blacklisting. In the contemporary romantic media landscape, we will focus on the iconic American franchise The Bachelor (2002 - present), its evolution, and social media success, all against the backdrop of persistent challenges in diversity representation.
As a special feature of this course, we will dive into the world of eye-tracking technology. At the MediaLab, we will analyze the initial attention to uncover subconscious influences that media exerts on our visual perceptions of romance. In addition, we will explore how colors manipulate visual attraction, focusing on the color-in-context theory. We will also examine the empirical evidence behind the “red dress effect”, which suggests that women wearing red clothing are perceived as more sexually attractive.

By the end of the course, students will:
• understand foundational media and communication theories as well as their real-world applications;
• analyze the historical evolution of romantic narratives, with a focus on gender dynamics;
• explore diversity challenges in different romantic media sources;
• develop skills in media advocacy, critical analysis, and ethical use of social media for positive change;
• gain hands-on experience with practical assignments and eye-tracking technologies.

Please note: The course incorporates a visit to MediaLab, the research facility at the University of Vienna, providing you with hands-on exploration of eye-tracking technology.

Art der Leistungskontrolle und erlaubte Hilfsmittel

- Participation and Engagement (20%): active participation in class discussions and group activities, MediaLab Visit, as well as completion of weekly readings
- Group Presentation “From Likes to Insights: Diversity Representation in Reality Dating Shows” (30%): as a group, choose any reality dating show (e.g., “Prince Charming/Princess Charming”, “Too Hot to Handle”, “First Dates”); use social media analytics to analyze the shows’ diversity representation, considering aspects such as race, ethnicity, gender, sexual orientation, and body inclusivity.
- Media Analysis Project “Love and Romance in the Digital Era” (35%): critical analysis of a romantic media source of your choice, exploring how it portrays themes of love, relationships, cultural influences/societal norms, and diversity representation.
- Reflective Writing “Eyes Wide Open: Navigating the Intersection of Theory and Practice” (15%)

Mindestanforderungen und Beurteilungsmaßstab

Students must complete the group presentation, media analysis project, reflective writing, and maintain regular attendance (max. 2 absences). A minimum total score of 60 points is required.
Grading scale:
1 (very good): 90-100%
2 (good): 81-89%
3 (satisfactory): 71-80%
4 (pass): 60-70%
5 (fail): 0-59%

Prüfungsstoff

This is an interactive course with continuous assessment. There will be no written exam.

Literatur

Bandura, A. (2001). Social cognitive theory of mass communication. Media Psychology, 3, 265–299.
Ferris, A. L., Smith, S. W., Greenberg, B. S., & Smith, S. L. (2007). The content of reality dating shows and viewer perceptions of dating. Journal of Communication, 57(3), 490-510.
Hetsroni, A. (2000). Choosing a Mate in Television Dating Games: The Influence of Setting, Culture, and Gender. Sex Roles 42, 83–106 (2000).
Kavka, M. (2008). Reality television, affect and intimacy: Reality matters. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan.
Romaniuk O., Terán L. (2021). First Impression Sexual Scripts of Romantic Encounters: Effect of Gender on Verbal and Nonverbal Immediacy Behaviors in American Media Dating Culture. Journal of Social and Personal Relationship, 39(2).
Seabrook, R. C., Ward, L. M., Reed, L., Manago, A., Giaccardi, S., & Lippman, J. R. (2016). Our scripted sexuality: The development and validation of a measure of the heterosexual script and its relation to television consumption. Emerging Adulthood, 4(5), 338-355.
Signorielli, et al. (2019). Cultivation Analysis. In An Integrated Approach to Communication Theory and Research (3rd ed., pp. 113–126). Routledge.
Ward, L.M. (2002) Does Television Exposure Affect Emerging Adults’ Attitudes and Assumptions About Sexual Relationships? Correlational and Experimental Confirmation. Journal of Youth and Adolescence 31, 1–15.
Wiederman, M. W. (2015). Sexual script theory: Past, present, and future. In J. DeLamater & R. F. Plante (Eds.), Handbook of the sociology of sexualities (pp. 7–22). Springer.
Zurbriggen, E. L., & Morgan, E. M. (2006). Who wants to marry a millionaire? Reality dating television programs, attitudes toward sex, and sexual behaviors. Sex Roles, 54(1–2), 1–17.

Zuordnung im Vorlesungsverzeichnis

Studium: BA 612, BEd 046/407
Code/Modul: BA07.3; BEd 08a.2, BEd 08b.1
Lehrinhalt: 12-4260

Letzte Änderung: Sa 02.03.2024 17:26