SMC219Y1 Lecture 13: SMC219Y1 First Term Lecture 13
12 May 2017
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Document Summary
Not exclusive you often find something in two or more categories. Finally we have to analyse the text itself - understand the meaning. 3 things we are looking for: all the thing that happen before it reach the screen anticete, the impact on the audience - effect, rules on how media work - characteristics of communication. Instrumentalism: same flaw as mcluhan, the message is the most important to the exclusion of everything else, two people looking at the same thing can have come up with two very different perspectives, a lack of integrated liability. Feel fresh: the idea of burning tobacco being fresh, this is wrong, but this is how they sell it. Lung cancer: no one is old, always young and healthy. Female - blonde: with full makeup, perfect figure, happy. She is doing nothing: even when the man want to get the cigarette, he pulls her hand up, woman is passive, she is only happy and smoking.
