Sociology 2172A/B Chapter Notes - Chapter 4: Advertising Campaign, Gender Identity, Visual Literacy

• School: Western University
• Department: Sociology
• Course: Sociology 2172A/B
• Professor: Gale Cassidy

Document Summary

Sometimes hard to locate origins of our most cherished values and assumptions: appear to be part of our natural world. Diamond is forever = dramatic example of how the institutional structure of the consumer society orients the culture more and more toward the world of commodities. Marketplace is a major structuring institution of contemporary consumer society. The emerging institution of the marketplace occupied the cultural terrain left void by the evacuation of these older forms. Pu(cid:271)li(cid:272) dis(cid:272)ou(cid:396)se soo(cid:374) (cid:271)e(cid:272)a(cid:373)e do(cid:373)i(cid:374)ated (cid:271)(cid:455) the (cid:862)dis(cid:272)ou(cid:396)se th(cid:396)ough a(cid:374)d a(cid:271)out o(cid:271)je(cid:272)ts(cid:863: at first, this discourse relied upon transmitting info about products alone using available means of textual communication offered by newspapers. This (cid:862)dis(cid:272)ou(cid:396)se(cid:863) (cid:373)o(cid:448)ed f(cid:396)o(cid:373) (cid:271)ei(cid:374)g pu(cid:396)el(cid:455) te(cid:454)t (cid:271)ased. Further integration of first radio and then tv into media complex ensured that commercial communication would be characterized by the domination of imagistic modes of representation.