Lecture #2

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Women's and Gender Studies
Caleigh Cruickshank

Lecture Two: Magazines And Advertising - Magazines are one form of media that are experiencing a decline because people are resorting to other forms of media, for an example. - Advertising is what your favorite media popular there wouldn’t be your favorite television show without advertising. - The average person thinks that advertising is does not affect them, we all think we’re to smart for it but yet we can’t escape it. - When people talk about what society is like that conversation quickly resembles advertising. Women’s Magazines: - Women’s magazines include fashion, health, parenting, and fitness. Bridal and pregnancy - 70 percent of teenagers still buy magazines at an impression age. - At a time where you’re looking for where to fit, magazines are where teenagers go, and most of this is done through consumerism. - What can you buy that will make you popular, beautiful and make you fit in. Hypodromedic Needle: What are the models? What do we use to understand how the media affects us? - Hypodermic needle basically refers to a needle that is loaded with content. Direct delivery system where they loaded up and we receive it and it dates back to the 1920’s. - It assumes that the audience is largely passive and that decisions are swayed. - The theory is still quotes especially in terms of moral panics. - Violence: for an example if you are exposed to violent media you are likely to act violent. - It’s a simple model, the injection of media messages. Uses and gratification. Second Model - More recent debuted around the 1960’s - Gives the audience more credit. - People make use of media for a variety of reasons to satisfy their needs for information, entertainment and identity formation. - Social interaction, people becoming invested in media. For an example soap operas people feeling like their those characters. Which gives them some sort of social interaction. - We turn to media we use it for are purposes. Active Audience Third Model - Individuals receive and interpret texts in a variety of ways. - People may receive them according to their age, race. Social standing. - The media put outs a message and then the reader interprets it and the reader decoded it, but they may not decode it the same. - Media producers position their messages in the same way and try to cerate a preferred readings, that doesn’t mean they audience will have a universal readings; people can read it in different ways. - AGREE, REFINE OR REFUSE: but all these still mean that you receive the media. - In addition to this audiences can also rework media products. For example taking audio tuning a serious news story and reworking it. - New relationship with consumerism and production, the line between them is blurring and that’s largely because of the Internet. Ways in which the media gets they’re message across: Agenda setting: - Media puts certain topics in front of you and not others they set the agenda for what you see, example in the news certain news are Framing - Those agenda items are framed, so you know not only what’s on the agenda but also how we’re suppose to think of it. Media - The media don’t just inject us with their reality impart they become that reality. - We’re used to experiencing are reality via media. Killing us softly: - Taking advertising seriously. - Ads are everywhere, in your face all over the place. - Advertising is the very foundation of the mass media. - Advertising to a greater extent tells us who we are and who we should be. - What does advertising tell us about women? What’s most important
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