CMST 2TM6 Lecture Notes - Lecture 9: Dick Hebdige, Counterhegemony, Campaign Advertising
16 Jan 2019
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Document Summary
Campaign ads article: why indirect effects? (from 2 weeks ago) Exposure with large doses of political advertisement causes sinisterism. Trying to understand youth groups in different cultures. Underground set of practices that try to resist surveillance by dominant culture and resist incorporation into mainstream. How youth culture resist dominant ideologies through oppositional semiotic codes that threaten dominant myths. Counter-hegemony pushes on hegemony in order to create power. Homology: symbolic fit between the values and the lifestyles of a group, its subjective experience and musical forms/fashion/slang attached to them. Value system reflected in the look setting a boundary between that group and other groups. Some subcultures are very closed to other more than others. Bricolage: the way in which symbolic objects are invested with subcultural meanings that are borrowed from different context and become oppositional in that move. Ads: structure the way we identify with ourselves in relation to the goods ads sell to us goods ads sell to us.
