MDSC63H3 Lecture Notes - Lecture 7: Century Media Records, Branded Content, Product Placement
Document Summary
New advertising, new technologies: week 6 review: "advertising and public relations, no less than news, should be held to standards of truthfulness, which is to say they should not be intentionally deceitful" (gade): vs. In fact, the needs of media and advertisers always come first to those of the audience. 1871"": antonio gramsci (1891-1937), cultural hegemony = the factors that bring society together through ideas, consensus, common sense, and/or negotiation, a compromise is reached between the ruling class and the ruled class (with the consent of the ruled). Social hegemony is an ongoing process whereby the people in power increase their control by using culture, rather than brute force, to negotiate for the consent of those beneath them (dorsher, 2002; gramsci, In other words, people give up (some of) their power and are even grateful for that. It"s more like more ads, so that more people can see them and buy the advertised services and products.
