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Contexts of Media

Why the same product is read differently in different places

  • 3 things to know
  • AS Unit 1 and A2 Unit 3

Overview

Cultural discount, argument for dubbing a foreign programme rather than subtitling it and cult audience.

What you need to know

Answer each one before you reveal it.

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Evaluation

Why do audiences re-evaluate a product years after its release?

Key term

Why can one product be praised in one country and rejected in another?

Key term

Define cultural discount.

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    Why can one product be praised in one country and rejected in another?

    Model answer

    Audiences bring the values and history of their own society to a product, so material that seems ordinary in one place can be offensive or simply puzzling in another.

  2. 2

    Define cultural discount.

    Model answer

    Cultural discount is the loss of appeal a product suffers abroad because its references, humour and language are rooted in the culture that made it.

  3. 3

    Why do some products cross borders more easily than others?

    Model answer

    Products built on spectacle, action and simple narrative depend far less on shared cultural knowledge than those built on dialogue and local reference.

  4. 4

    How does subtitling change the experience of watching a drama?

    Model answer

    The viewer has to read while watching, which divides attention from the image, but the original performances, accents and language are preserved.

  5. 5

    What is the argument for dubbing a foreign programme rather than subtitling it?

    Model answer

    Dubbing lets the audience watch the image without reading and reaches viewers who will not watch subtitles at all, so it widens the potential market.

  6. 6

    Why might a broadcaster remake a foreign drama instead of importing it?

    Model answer

    A remake replaces the language, faces and settings with familiar ones, removing the barriers that usually confine a subtitled import to a small audience.

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Contexts of Media
Media Language
Media Representations
Media Industries

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