CMNS 223W Lecture Notes - Lecture 7: Narrowcasting, Homophobia, Double Entendre
20 Jan 2017
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Document Summary
The production of identities in the context of consumer culture. Power relations are in the midst of all this pay attention to power relations, unequal power and the way they shape identity o. They absorb and refrain any disruption within the logic of commodity capitalism. Advertisers" discovery of the gay market as a potentially lucrative one. The politics of gay rights in america under clinton. Narrowcasting and the declining importance of conservative lobby groups or protests groups. The networks needed to find niche audiences so they can compete with cable. A tension between the economic imperative of media to deliver a quality audience to advertisers and a recognition of the importance of gay civil rights o. Viewer as consumer vs. viewer as citizen o. Humour relies on the ad working on our boundaries of comfort. The ad pushes us to the edge of our cultural comfort zone. Where the familiar confronts the unfamiliar o o.
