COMM 206 Lecture Notes - Lecture 16: Social Exclusion, Style Wars, Streetwear
Document Summary
Media, art, song, advertising: how did hegemony attempt to absorb these counter-hegemonies, multiculturalism in art, corporate worlds, cultural citizenship different from political or legal citizenship. Many groups legally prote(cid:272)ted, (cid:271)ut don"t feel as if they (cid:271)elong: consumer citizenship. America land/ownership are framed as essential american traits. Europe renting more prevalent: generational focus on branding. Industry creates culture prioritizing brands, logos, luxury items. Street wear style wars: graffiti advertisers can put their messages on (cid:449)alls, (cid:271)ut the rest of us are(cid:374)"t allo(cid:449)ed, graffiti artists painted trains, took control of something originally just for transport. Took back control of different channels of communication. Nike: hegemony capitalized on how young people already customized shoes, built hype w/limited edition products. Identity politics personal becomes positioned as political: marginalized groups solidarity in order to achieve goals and rights. Originally chinese, japanese, korean etc became asian-american: fought to restructure power, multinational business watched; worked to exploit. 50s: used images like happy, affluent suburban family.
