COMS 130 Lecture Notes - Lecture 17: Family Values, Erving Goffman

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Rhetoric persuasion, the use of symbols to display attitude. Persuasion dimension of all human activity p. 77. Meaning accumulate to form dominant cultural ideologies. What are some of these ideas: money = happiness, the american dream. This process begins with a crime against the natural order, though in this caser the deviation may seem slight indeed the cultivation of a quaff (hebdige, 1979, p. 3) The ramones, woodstock john sabastian, jack karawack. Devil terms: anarchism, socialism, death, big government, un-american. God terms: democracy, family values, bipartisanship, progress, freedom, liberty. Multi-layered more than just the message. Multi-dimensional comes in a variety of forms. Multi-directional unintended audiences, including the sender. Promote and cultivate image instead of projecting one. Erving goffman (1959): front stage and backstage behavior. Seek to influence the way others perceive us. Priming: conditioning you to feel a certain way about an issue. Agenda-setting: media don"t tell us what to think they tell us what to think about.

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