Media, Information and Technoculture 3207F/G Lecture 11: WEEK 11

• School: Western University
• Department: Media, Information and Technoculture
• Course: Media, Information and Technoculture 3207F/G
• Professor: Selma Purac

Document Summary

Link between father and son: passing values of masculinization, a pro(cid:272)ess of growi(cid:374)g up (cid:862)(cid:373)a(cid:374)hood(cid:863, the gun as a developmental toy. Introduced the popularity of space exploration: beginning of character based licensing. 1960s post-war return to realism: ad: gu(cid:374) is e(cid:454)te(cid:374)ded i(cid:374)to the real world fro(cid:373) the (cid:272)o(cid:373)(cid:373)er(cid:272)ial (cid:862)looks like real, sou(cid:374)ds like real(cid:863, aspirational desires by modeling the child on adults, ad: mattel tommy burst. The child is framed as an adult and the guns are supposed to resemble real guns (notions of realism linked to popular culture: companies start down playing war themes (bc of the vietnam war) 1980s violent toys dominate the market: war pronounced ads towards children: the age of getting around the gatekeeper via licensed toys, ex: g. i joe and conflict play adhering to forge some degree of realism. Characters in the show wear classic fatigues. Patriotism and stylized battler to highlight support, friendship, and team work. The guns never actually behave like real guns.