CCT316H5 Lecture Notes - Lecture 4: Will & Grace, Polysemy, Heterosexuality

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Targeting communities: tobacco gays, and other groups (smith and malone) Part 1: sexuality and advertising (cid:862)media at the margi(cid:374)s: ho(cid:373)oeroti(cid:272) appeals to the gay a(cid:374)d les(cid:271)ia(cid:374) co(cid:373)(cid:373)u(cid:374)ity(cid:863) by gary hicks. Highlights two central issues: homosexuality has a historically been underrepresented in popular media including ads, representation is critically important for gay people. The absence of gay and les(cid:271)ia(cid:374) represe(cid:374)tatio(cid:374) (cid:272)o(cid:374)ti(cid:374)ues (cid:862)i(cid:374)(cid:448)isi(cid:271)ility(cid:863) a(cid:374)d (cid:862)(cid:272)loseted(cid:863) dis(cid:272)ourses. When gay people were represented in popular media, 1950s-19802 Would place the gay person (usually man) as worthy of ridicule or violence: Hit(cid:272)h(cid:272)o(cid:272)k"s rope (cid:894)(cid:1005)(cid:1013)(cid:1008)(cid:1012)(cid:895) (cid:449)as a(cid:271)out t(cid:449)o gay killers. Hi(cid:272)ks: (cid:862)a (cid:1005)(cid:1013)(cid:1012)(cid:1008) study i(cid:374)di(cid:272)ated that self-identification by gays is not even possible until an identity is acknowledged (cid:271)y the (cid:373)edia(cid:863) A(cid:374)d (cid:449)e (cid:272)ould add: u(cid:374)til a(cid:374) (cid:862)a(cid:272)(cid:272)epta(cid:271)le(cid:863) or (cid:374)o(cid:374)-stigmatized identity is represented. As fears of homosexuality lifted somewhat, advertisers also begin to play with polysemous potential of images in the 1970s and 1980s.

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