SOCA03Y3 Lecture 1: MEDIA-SOC
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SOCA03Y3 Full Course Notes
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Why advertising: mass media as a vehicle to produce an audience and by extension a bridge between advertisers and viewers, advertising and consumer culture produces a culture of lack and endless products to address that lack. Politics of representation: gender differences normalized through representation. Strong women have been trivialized, invisibilized, labeled as deviant or a joke. What can we learn from fitness magazines: relationally create differences between men and women, men are increasingly subject to objectification under consumer culture. How do sociologists study magazines: content analysis, discourse analysis. Men and consumer culture: men now more concerned about physical appearance. Body panic: a phenomenon under consumer culture by which each individual must work to reduce the ever- increasing set of flaws to which his or her body is subject. Size matters: among men"s magazines healthy and fit are defined by muscularity, muscle size and density, and low body fat.
