CMN 2173 Lecture Notes - Lecture 4: Connotation, Anomie, Lifeworld

• School: University of Ottawa
• Department: Communication
• Course: CMN 2173
• Professor: Dina Salha

Document Summary

The advertising system and lifeworld: beyond codes of gender. Gender display: the process whereby we perform the roles expected of us by social convention. Gender is a social construction - we act the way we are supposed to and what is expected. Binary opposition - we know whats female because we know whats male. Whats sexy is codes of gender - high fashion is a good example. Codes: you aren"t in control of the environment or take too much space. Make grown women look young and childish and youthful. They have to do shoots that stills equalize them and their manly bodies and strong gures. Modern society has two basic spheres of sociality: lifeworld and system. Lifeworld (medium of the symbolic and cultural reproduction of society) hosts communicative action. System (money and power) hosts instrumental and strategic action. Lifeworld has interaction that decides values and how we want to work our system.