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Lecture 6

CMNS 221 - Week 6 (Understanding Audiences: Youth Cultures and Youth Markets) Fall 2011

Course Code
CMNS 221
Martin Laba

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(term paper outline due in 2 weeks)
Julio Montaner and David Ho (HIV/AIDS scientists/advocates
The importance of getting discoveries into the public sphere (understanding
the media landscape)
Products are not designed for us; we are designed for the product
Deregulation of FCC
Allows children to be targeted/exploited even easier through advertising
eg. McDonald’s advertisements to children (as criticized by Supersize
All iconic music has been used in advertisements
1967 Stanley Cup – Boards are ad-less
vs. present day Rogers Arena (not just boards, EVERYTHING is a form
of advertising)
Klein – Privatization “slithers” into all forms of public space (everything is available
to sponsorship)
Commodification/colonization of youth culture, during the evolution of the
1990s youth frenzy – Nike, Microsoft, MTV
Done via branding (manufacturing of identity)
Counter to this (unbranding)? – Ad-busting, computer hacking, etc
Kurt Cobain originally on just the cover of Nirvana, now is a fashion
Rap – sparked the popularity of the inner city bad boy
Blackboard Jungle (1955 film) – Rock n Roll recognized synonymously with youth, in
the opening song
Controversial film, due to its depiction on youth culture
All the students depicted as thugs were Irish (Catholic), Hispanic and Black
Youths loved the film, and was sparked (started wearing black leather coats,
using switch knives, etc)
1956, Little Richard’s music
Before civil rights movement (racist period), most white families urged their
kids NOT to listen to music like this (RnB/Rock n Roll)
Music got “bleached” for white audiences (got a white singer instead), since
“mixing races” was bad
Eg. Pat Boone (Terrible version)
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