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LECTURE 1Why do we study the media, in particular advertising?
We study media in advertising since it is a major structuring tool in consumer
society. It educates and persuades people on how to live the good life. It
connects goods to the locus of happiness in social life and thus tries to persuade
the viewer that the product is the way to get to the good life. Yet this seems an
illusion. Media in advertising provides a vision to the world through the
commodity image system in which someone is defined by what he has instead of
what he is. Media steers people to think in certain ways, to want certain things,
to define things differently: it shapes our culture in this way through shaping the
worldview and values = cultural pedagogy.
Why do we study how different people are represented differently in
the media?
People classify others based on gender and race. We make snap judgments
about people and things due to living in a complex world. We categorize people
based on representations in the media. When generalizations keep us from
seeing evidence that these are incorrect, they become stereotypes; these reflect
the believes that these few traits are most important + they are applied to the
whole group and deny the importance of individual characteristics.
We study how different people are presented differently in the media since this
helps us to see what tools enable us to read and interpret our culture critically:
see the difference between mainstream and subgroups.
It is important to analyse class, roles, ethnicity, gender and sexual preference
since this influences the impact on how audiences read our interpret media
culture. This helps other individuals to resist manipulation, increase freedom and
individuality. A multicultural/perspectival approach helps people to gain
sovereignty over their culture and to be able to struggle for alternative cultures.
What are the principles of media literacy?
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LECTURE 1
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LECTURE 1
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