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WSTB13H3 (18)
Lecture

Lecture #2

2 Pages
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Department
Women's and Gender Studies
Course Code
WSTB13H3
Professor
Caleigh Cruickshank

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WSTB13—Women and the MediaLecture #2 January 17, 2011
Magazines and Advertisement
Ubiquitous Advertising
Advertisements are everywhere
70% of teens buy magazines; used for identity referencing, teenagers are steered through
consumerism
Media Model 1: Hypodermic Needle
Direct delivery of content to audiences; thinking easily swayed by messages
Media Model 2: Uses and Gratifications
Used to satisfy needs (ie. entertainment, needs, identity formation)
Media Model 3: Active Audience
Individuals receive and interpret texts in a variety of ways and they are influenced by
individual circumstances (ie. age, gender ethnicity, social standing etc.)
Agenda setting manipulation of direction of items to be relayed by the media
Framing alteration to befit a certain context
Agree/Refine/Refuse
Internet enables mass public to partake in media delivery (REFORM) via alternative
means and sources (ie. Youtube, blogs, etc)
2006 Time Person of the Year: YOU—shift in position of control and power
Media makes up reality
Beaudriard simulacra: one is used to understanding reality via simulation (media)
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Description
WSTB13Women and the Media Lecture #2 January 17, 2011 Magazines and Advertisement Ubiquitous Advertising Advertisements are everywhere 70% of teens buy magazines; used for identity referencing, teenagers are steered through consumerism Media Model 1: Hypodermic Needle Direct delivery of content to audiences; thinking easily swayed by messages Media Model 2: Uses and Gratifications Used to satisfy needs (ie. entertainment, needs, identity formation) Media Model 3: Active Audience Individuals receive and interpret texts in a variety of ways and they are influenced b
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