Media

Course Code: MCLT13011

Course Name: Understanding Media and Culture

Course Leader: Stephanie Genz

Student Number: T0019381

Student Name: Yeung Kwan Yee Ronnie

Submit Date: 26 August 2015

Assignment Title: Choose a particular media and cultural form or practice. Explain how you might locate your chosen example within a circuit of culture, and identify the sort of issues you might raise at each point on the circuit, drawing on your knowledge of the questions, problems and approaches explored on the module during the year.

Word Count: 1570

Nowadays, many media and cultural forms or practices are related to our daily lives such as movies, TV series, MVs, blogs or even companies. In fact, many of them are also related to the circuit of culture, which include representation, identity, production, consumption and regulation. According to Du Gay et al. (1997:3), he mentioned that “a sort of circuit…through which any analysis of a cultural text or artifact must pass if it is to be adequately studied”. Furthermore, Du Gay also explained that a cultural artifact is something for what “we have constructed…a little world of meaning, and this bringing of the object into meaning is what constitutes is as a cultural artifact” (du Gay et al. 1997:10). In other words, the circuit of culture allows us to examine the interaction of cultures in order to study culture as a “whole way of life” (du Gay et al. 1997:13). In which case, five of them are interlocking with each other. To support this circuit of culture, a media and cultural form or practice, which is an international company, the Apple Inc., their smartphones, iPhone, is a good example to prove that. But first, here is some general background about this global company.

The Apple Inc., which everyone calls Apple nowadays, is an American multinational technology worldwide company, founded in California, U.S. in 1976. The founders are Steve Jobs, Steve Wozniak and Ronald Wayne. They mainly do five different...