Production Studies (Discussion)

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Decoding (or reading) a text

Question from Ritesh Mehta, "Master of None: Negotiated Decoding"

Readings from Thompson & Mittell, How to Watch Television

  1. Groups 1 and 2: In "I Love Lucy: The Writer-Producer," Miranda J. Banks lists five things for which I Love Lucy is "celebrated." In addition to these, what significant shift in the behind-the-scenes TV-production hierarchy does she identify? What new title did this result in and which unheralded individual associated with I Love Lucy fit this title? Why was the Screen Writers Guild wary of this development? How does the episode we viewed play out what Miranda Banks calls the show's "basic plot idea"?
  2. Group 3: In "Modern Family: Product Placement," Kevin Sandler specifies two distinct attitudes toward the iPad's inclusion in the "Game Changer" episode. Summarize these "attitudes". Which do you think is correct and why? Also, how have technological changes necessitated marketing changes that affect narrative? What new techniques have you yourself noticed in TV advertising—especially in online services such as Hulu and YouTube?
  3. Group 4: In "Modern Family: Product Placement," Kevin Sandler refers to Timothy Havens and Amanda D. Lotz's "industrialization of culture” framework as a way to understand the relationship between art and commerce in TV production. Explain Havens/Lotz's use of these terms: "mandates, conditions, and practices". How can these terms be used to explain the iPad's product placement in "Game Changer"? What is James Grant Hay's assessment of the episode and do you agree with it?

Strengths/weaknesses

List two strength(s) of ideological criticism, cultural studies and/or production studies. List two weaknesses of these approaches. Answers in boldface are the best ones.

  • Group 1 on production studies:
    • S:
    • W:
  • Group 2 on Stuart Hall:
    • S:
    • W:
  • Group 3 on Stuart Hall:
    • S:
    • W:
  • Group 4 on production studies:
    • S:
    • W:

Bibliography

  1. Jeremy G. Butler, Television: Visual Storytelling and Screen Culture (NY: Routledge, 2018).
  2. Ethan Thompson & Jason Mittell, eds., How to Watch Television, first edition (NY: NYU Press, 2013) and second edition (2020):
    1. Miranda J. Banks, "I Love Lucy: The Writer-Producer," first edition, 244-252.
    2. Kevin Sandler, "Modern Family: Product Placement", first edition, 253-261.
    3. Daniel Marcus, "The Wonder Years: Televised Nostalgia," first edition, 223-231.
    4. Ritesh Mehta, "Master of None: Negotiated Decoding," second edition, 144-152.