CCT316H5 Lecture Notes - Lecture 8: Semiotics, Dialectic, Drag Racing

• School: UTM
• Department: Communication, Culture and Technology
• Course: CCT316H5
• Professor: Neil Narine

Document Summary

Children/childhood in ads: the case of coca-cola christmas ads. (cid:862)coke ads (cid:272)o(cid:374)figu(cid:396)ed the se(cid:373)ioti(cid:272)s of the (cid:373)ode(cid:396)(cid:374) a(cid:374)ta claus(cid:863) (cid:862)youth(cid:863) i(cid:374) ads (cid:272)a(cid:374) (cid:373)ea(cid:374) (cid:373)a(cid:374)(cid:455) diffe(cid:396)e(cid:374)t thi(cid:374)gs. To be youthful in your middle age: buy a sports car. To be youthful: innovate, create, rebel against the rules. Youth a dialectic of consumption and the invention of the new. At the heart of the way youth are understood in popular culture is a contradictio(cid:374). (cid:862)youth [a(cid:396)e] (cid:271)oth a (cid:373)a(cid:396)ket a(cid:374)d a (cid:272)o(cid:373)ple(cid:454) a(cid:374)d highl(cid:455) diffe(cid:396)e(cid:374)tiated (cid:396)a(cid:374)ge of (cid:272)ultu(cid:396)al p(cid:396)a(cid:272)ti(cid:272)es(cid:863) (cid:894)la(cid:271)a, (cid:1011)(cid:1010)(cid:895) Young people are at the centre of consumer culture and yet, in the way young people consume, use and create pop culture, they are also the harbingers of change. The te(cid:396)(cid:373) (cid:862)tee(cid:374)age(cid:396)(cid:863) (cid:449)as i(cid:374)(cid:448)e(cid:374)ted i(cid:374) (cid:1005)944. Had thei(cid:396) (cid:862)o(cid:449)(cid:374) (cid:396)ituals, (cid:396)ights, a(cid:374)d de(cid:373)a(cid:374)ds(cid:863) Rebelled against older moral social codes, demanding the new, exciting, risqu . Tee(cid:374)s (cid:449)e(cid:396)e hea(cid:448)il(cid:455) (cid:862)poli(cid:272)ed(cid:863) (cid:271)(cid:455) pa(cid:396)e(cid:374)ts a(cid:374)d so(cid:272)ial g(cid:396)oups.