CMU 200 Winter 2000
Questions to consider while going over the Week 4 readings on TV, its impacts on society, and the advertising industry. No papers are due on the readings, but points will be discussed in section next week. These questions also help you prepare for the exams.
All Week 4 readings are in the reading packet.
Todd Gitlin: "TV and American culture: Flat and Happy."
- How does Gitlin support his argument of TV being a medium of cultural power? What are the characteristics of TV that allow it to be so powerful, in Gitlin’s mind?
- What does Gitlin mean by "knowingness" (50)?
- What are the consequences of the "rapid and interrupted" (Gitlin, 51) nature of TV programs on the "social education" and "character formation" (52) of the American people?
Gloria Steinem: "Sex, Lies & Advertising."
- To what kind of problem does Steinem draw attention? What relationship does she explore?
- Why are advertisers cautious about targeting women? Provide at least two examples of companies that ended up not collaborating with Ms. magazine.
- According to Steinem’s experience, do you think women could be a target for advertisers? If so, why did advertisers fail to take advantage of this?
- What does "complementary copy" mean?
- According to Steinem, why is there a double standard for women's magazines, even if research has confirmed that editorial context is not relevant to the success of an ad?
- What was the original plan that Steinem formulated for better advertising in women's magazines?
- What kind of suggestions does Steinem put forth to solve the problem you identified in the first question for this reading?