COMS 3406 Lecture Notes - Lecture 7: Volkswagen, Mass Society, High Culture
3 Mar 2017
School
Department
Course
Professor
Document Summary
More and more people are participating in those places. After the war, there was a push to increase access to education and higher learning: definitions of culture shift, valuing more than just high culture but all kinds of culture (mass culture) Stuart hall: huge influence on audience studies, challenges sender/receiver model, agency comes from hall, similarities to gerbner, messages are circulating in the context of existing power relations, neo-marxist framework of political economic critique (critical theory) Idea that the narratives that we live with and the characters we see represented in media can seem natural rather than constructed. Members of the lgbt+ community: every image has a meaning, denotative meaning: literal meaning, connotative meaning: implied meaning, volkswagon beetle is associated with hitler, so ad agencies had trouble selling it. They decided to market it to us audiences and hired and small ad agency in the 60s with new, creative talent.
