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and how they are actualized as teaching. To this day, none of the various strands of curriculum theory have developed a more systematic approach to how
educationmay be influenced by the historical process of mediatization.This paper tentatively illustrates howmedia change may register in terms of changes
in curricula. A first (tentative) assumption is that such changes are shaped in a (mutual) relationship between the school’s ambitions for training citizens
and contemporary interpretations of the process of mediatization. A second assumption is that a "civic curriculum code", from the 1980s onwards, gradually
has been linked to what may be termed a "communicative" code, determined by the conditions of life in a mediatized world. A third assumption is that
these tendencies coincide with an increased influence of media organisations and international policy makers in the formation of curricula.Thus, the process
of meditatization may impact on several of the relations recognized by curriculum theory as fundamental for the organisation of knowledge: the imagined
relationship between individual and society, the implementation of learning through curriculum, teaching materials, and teacher.
PP 701
The Fetus in the Age of Its Ultrasound Depiction
M. Dvořáčková
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1
Tomas Bata University in Zlín/Faculty of Multimedia Communications, Department of Theoretical Studies, Zlín, Czech Republic
State-of-the-art medicine now has access to a range of options for displaying phenomena which were previously inaccessible to the human eye.The change
in the understanding of what can be made visible gives rise to new medical, psychological, ethical, legal, economic and government rules, and this is
especially true in reproductive medicine. This goes hand in hand with the requirement for these medical images to be intelligible to the general public,
especially those with personal interest – such as future parents. This paper deals with the current methods of using ultrasound within prenatal screening in
the Czech Republic, from the perspective of visual studies. The paper analyzes this special type of medical imaging, which represents not only an important
tool in the area of prenatal diagnostics but also a commodity for personal use (usually in the form of photos and videos in private archives).The paper shows
how these representations of the fetus play an important role in activities and rituals associated with the institution of a family and hence operate as one
of the basic media tools affecting its cohesion. Using the family photo and film theory, it analyzes the specific effects of ultrasound images when used as
a tool of memory practice. Here ultrasound is understood as a medium which provides and transfers the display of the inside of a woman body and its fetus
to public use. As such, it forms the foundation of a new type of cultural experience. As a natural continuation of the older technology of X-rays and in relation
to classical media such as photography and film, I understand it as another modern apparatus that expands the sphere of what can be viewed with the hu‑
man eye. Seeing the womb with one’s eyes, as also noted by theoreticians in many fields, is linked to a significant cultural paradigm shift: while previously
the woman was the bearer of information about pregnancy, nowadays this role is filled by a medical authority with the appropriate technical equipment.
Seeing the insides of the human body was historically always accompanied by both fascination and shock.The paper presents the results of an ethnographic
study which used in-depth interviews to reveal what makes ultrasound imagery of the fetus so attractive for its users among the general public. Due to
the fact that the records were created during standard check-ups where they are mostly used to confirm physiological development without any anomalies,
it is productive to consider these images together with the visual bliss they bring to their recipients.The results indicate that it is not possible to view records
of prenatal development, provided to users for personal use, only as a secondary effect of diagnostic practice. The visual pleasure linked with being able to
see a fetus is leaving a complex mark in the standards of reproductive medicine. Ultrasound images of the woman body and its fetus, which are becoming
increasingly prevalent as a specific type of commodity, are now a part of the consumer behavior of modern society.
PP 702
Media-Events: The Contesting Memories and Expectations of Young People in Relation to the Olympic Games
S. Tavares
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1
King's College London, Culture- Media and Creative Industries, London, United Kingdom
This paper critically examines the intangible legacies of one major media-event, the Olympic and Paralympic Games, and its impact on young people’s
cultural identity and citizenship values. Historically, as one of the most mediatised sporting events, the Olympic Games discourse has long been focused
on a legacy beyond sports. The founder of the Olympic Movement, Pierre de Coubertin, supported the idea by proclaiming the Games as a philosophy
of life and a catalyst for values associated to ideals of citizenship, such as friendship, equality, and fair-play. As a youth-centric study, this paper focuses on
research undertaken with young inhabitants of London and Rio de Janeiro in relation to their memories and expectations of the Olympic and Paralympic
games organised in their cities. It addresses the “legacy talk”around these type of events, with an emphasises on the socio-cultural life and relationships,
such as social integration or civic pride, often described as“gift”legacies (MacRury, 2008). Legacy is media-influenced and intrinsically related to memory.
In line with this, Maurice Roche claims that mega-events like the Olympics “seem to have established and enduring popularity and memorability in mod‑
ern society” (Roche, 2002:3) suggesting that further qualitative research is needed, particularly on the dimension of media-events and mediatised forms
of experience, and cross national studies (Roche, 2002:7). Thus, question posed by this study is how one might go about to understanding the factors that
underpin such popularity and the relation with its audience. More specifically, I am interested in young people’s“agency”and rhetoric regarding these type
of media events, as it impacts on production of ideas and cultural values, popular memory and learning. Interviews conducted with Olympic Committee
representatives, and other organisations involved in the Games, both in London and Rio, were also conducted to complement the study. Adding to a total
of 76 participants from London and 96 from Rio were interviewed on their recollections and imaginary in relation to this mega-sporting event, adding to
this empirical work theories and contribution from the field of memory and media studies. All this data collected served the sole purpose of identifying
the diverse discourses of memory and projection available around the Olympic Games. This study is an original contribution to the field of media and mem‑
ory studies and therefore invaluable for policy-makers and institutions working for and with the young population in the context of the cultural policy and
youth engagement on mega-events.