SOCC44H3 Lecture Notes - Lecture 7: Astroturfing, Erving Goffman, Invisibility

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Branding: example: kathy peiss: hope in a jar. Women many of most successful were immigrants, working class, and/or women of color. Supported employment for women and invested some of proceeds back into community: historical context. 1800s: women prepared their own cosmetics at home. Cultural (cid:373)ea(cid:374)i(cid:374)g of (cid:862)pai(cid:374)ted(cid:863) (cid:449)o(cid:373)a(cid:374: rise is u. s. cosmetics firms. Links to emerging hollywood stars: mass production. Messages combated existing ideas about commercial cosmetics: 1. Links with emerging film stars: explicit to implicit. Ideology of beauty began as explicit international activities to spread use and acceptability. Over time, has become implicit taken for granted. Branding as social process: branding = social process, tied to identity construction. Should make meaning with audience and have them participate in spreading the message easier with social media. Https://www. youtube. com/watch?v=errhjle4pgi: branding a nation: australian walkabout commercials. Example: cars, buses, taxis, gas pumps, washrooms: stealth-endorsers. Cele(cid:271)rities use or (cid:449)ear produ(cid:272)ts i(cid:374) pu(cid:271)li(cid:272) (cid:271)ut do(cid:374)"t a(cid:272)k(cid:374)o(cid:449)ledge that they are being paid to do so: astroturfing.

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