CMNS 223W Lecture Notes - Lecture 5: Consumer Capitalism, Narrowcasting, Eaves
18 Oct 2015
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Document Summary
The production of identities in the context of consumer culture. Unequal power relations shape identity and self understanding/de nition. Positionality - we are positioned by existing social relations; what it means to be normal . Queer identities disrupt the meaning of normal. Exposes arti ciality of gender and locates it in shifting culture and culture struggle. Advertising and culture strives for coherent identities. Queer identities offer disruptions, sexual dualism calls attention to power relations. Ads domesticate, depoliticize, reframe disruptions within the logic of consumption, lying behind hetero norms consumer capitalism. Discovery (construction) of the gay market as a lucrative market. Narrowcasting and the declining importance of conservative lobby groups or protest groups. Newer generations don"t have viewing preferences based on presented sexual orientations. Networks needed to nd niche audiences to compete with cable. Tension between economic imperative of media to deliver a quality audience to advertisers and a recognition of the importance of gay civil rights.
