COMM245 Lecture Notes - Lecture 3: Psychographic, Hybridity, Vertical Integration
8 Sep 2016
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What is culture: society people living in the same general area, subculture cultures of people with habits generally considered odd. America is typically accepting of subculture unless it is deemed dangerous. 3 ways the media presents culture: codes of acceptable behavior, who counts and why, help understand self and others. Beware of stereotyping in both cultural prejudices and political ideologies. Ability to access, analyze, evaluate and communicate messages in a variety of forms: nothing portrayed in media is an absolute truth. Understand the forces that shape the media and how you relate to it. Those who advertisers want to reach out to; people with disposable income. Specific audiences decide what floats and what sinks. Media practitioners people who select and create the material for a mass media firm: must create content that is attractive to their specific audience to keep the money coming in. Social categories for different people based on age, gender, income, and the like: psychographics.
