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EDEC 612 – Media Literacy. Robin Blackwell Lauren Lopez Robyn Meyer Patrycja Magierowska. You must come up with an ad for the corporation we have given you (commercial, billboard, slogan, etc ) Discuss who the target audience is for this corporation’s advertising campaign - PowerPoint PPT Presentation
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Class Activityo You must come up with an ad for the
corporation we have given you (commercial,
billboard, slogan, etc)
o Discuss who the target audience is for this
corporation’s advertising campaign
o What message is this corporation sending
out?
o Why are they sending this particular
message?
Social Classes
“Another cluster of meanings centered on physical labour,
ruggedness, activity, physicality. These meanings
again, were attempts to deny class differences” (p. 3, Fiske)
Social Classes
Do you agree with Fiske about items or marketing campaigns
transcending social classes or do you think that targeting specific
social classes is inevitable?
Discussion
Social Classes
“If the worker and his boss enjoy the same television program and visit the same resort places […]if they all read
the same newspaper then this assimilation indicates not the
disappearance of classes but the extent to which the needs and satisfactions
that serve the preservation of the Establishment are shared by the
population” (p.8, Marcuse)
Everyone is FREE to want itBut not everyone can AFFORD to have
it
Social Progress
According to Marcuse, “progress…moves towards
specific ends, and these ends are defined by the
possibilities of ameliorating the human condition”. (p. 16)
Social Progress
“Containment of technical progress goes
hand in hand with its growth in the
established direction” (p. 17, Marcuse)
http://www.macworld.com/article/2049085/iphone-5s-gold-rush-begins-as-crowds-line-up-for-new-phone.html
IPhone 5 launch, September 20th, 2013 New York City.
Social Progress
• Nomothetic: Refers to processes of normalization. To promote, explicitly or implicitly, the
adoption of dominant social values.
Social Progress
A broadcast interview with a woman claiming to have had sex with Tiger Woods attracts 10 million viewersThe New York Post puts the Woods story on its front page for 20 consecutive days, breaking the record of 19 days held by 9/11.
Social ProgressA world where Tiger Wood’s infidelity is more important than the attack on September 11th
Espn.com
Pleads for public funding
Tabloid sales across North America surge 16% between 2013-2014 in monthly subscriptions alone
http://www.capitalnewyork.com/article/media/2014/01/8538259/good-year-tabloid-magazines
Social Progress