J 201 Lecture Notes - Lecture 10: Media Culture, French Wine, Kfc

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JOURNALISM-J201 Lecture 10 Notes
Reminders:
Consists of:
25 multiple choice
5 fill-in-the-blank
10 short answer questions
NO essay question (this time)
Bring:
A #2 pencil
Concepts
Consumer Culture, Branding, Advertising
Brands
Beats
Nike
McDonald’s
Reifiction
To turn something abstract into something physical or concrete.
Brands (and advertising) are social processes
We are socialized by brand and advertisements
Choice and difference become increasingly powerful illusions.
Are continuously created and circulated within culture (and between culture).
Brands change with culture
McDonalds logo
Take away one arch = Al Donald (Different brand) = exists in Africa
KFC
Change to Hitler (HFC) = exists in Thailand
Why do some brands have some mythologies while some others don’t?
Culture industries alter
We participate in the culture industries EVEN THOUGH we see through them.
We know it isn’t going to be like the product in a commercial.
Robert Barthes
Mythologies
Can be grasped by our senses, we can attribute words to them, but they remain
elusive.
Use history and culture to give meaning to things.
Example:
French wine:
Fancy wine (NOT IN A BOX)
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