CMN 3104 Lecture Notes - Lecture 2: Frankfurt School, Anomie, Lifeworld

• School: University of Ottawa
• Department: Communication
• Course: CMN 3104
• Professor: Dina Salha

Document Summary

Lecture 2: advertising and society: beyond the codes of gender. These images represent what could be real and the codes on how we perform under the socially constructed ideals of gender. Gender display: we play the roles that are expected of us, gender is a construct. The feminine touch: the lack of control over the object or environment. The masculine touch: exhibits strength and control over the object and environment. Ritualization of subordination: licensed withdrawal of women, codes of masculinity present themselves as controlled or dominating the situation with the woman. Signifier: the material element, sound, or marks on the paper. Signified: the concept that the signifier is associated with. Referent: the concrete thing itself: signifier + signified = sign. Modern society has two basic spheres of sociality [lifeworld and system: lifeworld (symbolic and cultural reproduction of society) hosts communication action. Within the lifeworld there are systems of communities.