Study Guide Final Exam COMM 2360 Concepts not case studies Frankfurt and Fiske This comprehensive exam will be multiple choice and focus mainly on larger concepts presented in lecture and readings Culture Industry critique Critique of an economic system Factory metaphor Commercial culture tends to look like a factory Political economy Approach to analyzing commercial culture via economic interactions Economics determine what images are seen Alienation Idea that art that comes out of the factory system is an economic product not a creative product Factory art is alienated from an artist Commercial art is fake art designed to turn a dollar Media consolidation Big 5 monopolies Political effects of consolidation People consume the same type of media They think the same thoughts Cultural Studies approach Fiske Polysemy Many signs Audiences interpret culture and make remake commercial culture Audiences have power to resist reinterpret and invent culture People can talk back Audiences reinterpret and actively consume Advertising and Branding Prevalence of advertising 90 minutes of ad consumption a day Manufacturing discontent Strategies adv use to structure our relationship w object Something is wrong with you Buy this to fix yourself Eroticization Translation of a material thing into an immaterial desire Fetishism of commodities Attack magical qualities to objects We don t know where our stuff comes from and we don t know where it goes ad fills in the blank spots Ad creep Very difficult to escape advertisements Advertising Cynicism People are less friendly to the business of advertising and advertisements themselves Branding Creating a universe of stories and images and inviting the consumer into it A way of asking people to inhabit an identity Invented by corporations to steer people in the direction of consumption Sprite Hip Hop Mindshare The recogniz ability of a particular brand The awareness positive attitudes of a brand Cultural Capital The price tag you could put on that mind share brands that are worth money by themselves Colonizing cultural life Nike colonizes sports brands are in all parts of culture They don t invent their own popular culture Kids Cool and Rebellion Commercial colonizing of childhood Has commercial culture moved in on childhood Are kids allowed to play or is play scripted by corporations Rushkoff s cycle of cool Cool exists outside of the commercial mix commercial culture sends out cool hunts they colonize cool and mass produce it then it becomes uncool Frank s history of hip consumerism Speak to rebellion to navigate around the defenses of people Co optation The process of finding hip rebellious culture and bring it into popular culture Selling out the culture is being commercial An absorption of something that is trying to resist commercial culture Anti ads Co opting rebellion Sprite Moral panic Permanent fixture of our life now punk hip hop as a moral panic Authenticity People struggle to find authenticity advertisers are trying to be authentic consumers question whether brands are authentic Struggle of who manufactures culture Pop and the Environment Rise of green marketing and greenwashing Corbett s notion of brown advertising Advertising is inherently brown because it promotes consumption Alienating from nature Advertisements show us how we are separated from nature We are not in nature now we need to buy something to get back into nature Hope s two mythologies of nature Garden or Eden frontiersmen Garden of Eden Feminine become one with nature Frontiersmen Masculine conquer nature We start to ignore that the environment is where we live right now its not somewhere else Food and Architecture Food as representation myth Food as culture bacon and farm family Fetishism of commodities Fast food and selling intangibles Not just selling burgers and fries Planned communities and cultural control Developed after WWII response to Sells intangibles Family suburbanization Desire for a certain kind of community new urbanism Built around structures of control Celebration Live in the Disney brand Changing notions of the good life reflected in city planning What people want in their living space changes Struggle of Suburbia New Urbanism Built around structures of control Mixed use architecture Rushkoff s coercive environments Environments that are designed for a specific effect History of the mall Centrally planned from beginning to end Farmland made the mall possible Extension of suburban trends suburbanization gave birth to the mall Acts as a replacement for the lost town square Atmospherics Sensory cues to guide behavior belief in a 100 controlled environment Set of strategies that promote something Consumption in a retail environment Used to create a certain kind of environment Muzak Musical techniques to create certain states of mind Designed to work on an unconscious level Elevator music Branding with sonic signatures Brands try to engage all five senses Gender and Sex Objectification Symbolically equating females with objects As meat fragmentated Pornographic gaze Invitation to look at a person as an object to be used up and discarded Absorption of feminism into commercial culture Objectification as the road to rape Seeing someone as less than human moral problem Feminism has been colonized be commercial culture Advertisements begin to tell women to be empowered Hybrid feminism elements of both objectification and empowerment third wave Producing and Consuming Race Economics of mainstream hip hop The consumption and production of blackness Early 90s hip hop became mainstream bought by young white males Gangster rap Selling transgression Selling blackness causing a moral panic Ways white male teens can act out Historical consumption of blackness Minstrel Show Comedy show where whites put on black face and pretend to be black Whites were both the producing and consumers of blackness Played on a white fascination with black music and dance Buffoonery Showed blacks as unintelligent impulsive bad decision makers Jim Crow and Jim Coon Blaxploitation Civil rights occurs blackface falls into disrepute Films begin to feature blacks as main characters Drew black audiences new money No longer buffoon characters instead pimps gamblers druggies History of white hip hop performer READ Mickey Hess article Simulation and Reality TV Theme parking Anxieties about authenticity creating signs of deep lived culture Authenticity anxiety History has been replaced by the eternal