CS315 Lecture Notes - Lecture 16: Dominant White
11 Apr 2016
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Document Summary
One of areas where there is sedimentaion that hassurel speaks about is gender when we hear the word gender we think about women but we are talking about not just women. Adverising has performed a negaive role in the possible changes that come to masculinity. Adverising cannot upset what may be thought of as dominant social values it can"t do this because it doesn"t want to upset the majority of consumers but it wants to bring in more consumers. Dominant white heterosexual culture that is powerfully homophobic. No longer the role of the housewife, but transformed into something men and women both do adverising does this and is a perfect vehicle for naturalizing men going out and shopping for themselves, or the family. Compeiion between all producers of products to try and win these markets relecing certain values and also normalizing those representaions: adverising works by repeiion the idea of a married couple is not necessarily heterosexual as a norm.
