Commodity self - “branded merchandise in your life PDF

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Professors: Alex Leidholdt, Uchenna (Uche) Onuzulike, Nan Zheng...

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Commodity self - “branded merchandise in your life Functions of Media in Everyday Life - “Being media literate entails becoming aware of how you use media and their contents to satisfy your personal and social needs” - Uses and Gratifications Theory - Information - Finding out about society - Seeking advice - Satisfying curiosity/interest ** Iphone -> cell phones - Personal Identity - Reinforcement for self-values - Finding models for behavior - Identifying with another's values - Gaining insight in oneself ** Rimmel London -> makeup ** Hollister -> clothing ** Iphone -> cell phones - Integration and Social Interaction - Gaining insight into circumstances of others - Gaining a sense of belonging - Finding basis for conversation - Helping carry out social roles ** Rimmel London -> makeup ** Hollister -> clothing (shopping) ** McDonald’s -> fast food ** Iphone -> cell phones - Entertainment - Distraction from problems - Relaxation - Cultural and aesthetic pleasure - Fill time - Emotional release - Sexual arousal ** Hollister -> clothing (shopping) ** Iphone -> cell phones - Receptional Analysis - Everyone receives a different message from the media The Meaning of the Messages in the Media - “Being media literate means questioning how others select and shape the “stories” the validate or negate your life”

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Encoded meanings, ideology/beliefs in commodity Want us to become consumers / see us as consumers Gender Roles - Media under-represent women and minorities. - Women and minorities enjoy less visibility, voice or power,relative to their representation in the broader society. - Media often misrepresent women and minorities and portray them in stereotypical ways. - Misrepresentation: a misleading or untrue representation of an individual or a group. - Stereotype: a shorthand used to classify individuals and groups. Often simplified, overgeneralized and biased. - The classic binary opposition, the patriarchal stereotype: - boys and men: active, adventurous, powerful, sexually aggressive and largely uninvolved in human relationships - girls and women: young, thin, beautiful, passive, dependent, and often incompetent Race - Factors contributing to changing Black images in the media: - Civil Rights Movement - Pressure groups - Black professionals in economic & creative control - Growing youth market (of all races) for Black cultural products - The melting pot is out; ethnic identity is in. - Melting pot: a place where different peoples, styles, theories, etc., are mixed together...