Last week (missed class)Walter benjaminExam question understanding culture slide; difference 3 diff culturesWEEK 13ADVERTISING:-The dominant source of meaning and vale in modern media-Great ads rely on great myths-Cultures tell stories to themselves,about themselves- advertising might just be the best storyteller in Western cultureCONTRADICTIONS AT WORK:-Publicity as a system only makes a SINGLE proposal. The proposal to each of us that we tranform ourselves, or our lives, by buying something more. This more, it proposes, will make us in some way richer- even though we will be poorer by having spent our moeny. IRONY? (IE: back to school shopping)
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Oliverio Toscani-Famous/ controversial photographer-Too the brand in a “new direction”-Use of photographs (war, race, death etc)-DE-contextualizing the image; removing its history-RE-contextualizing the image; adding a logo, giving image new meaning -What do these images mean and whyMedia consumers↓ (both)Media producers - - - - Consumer producers-Original -- - - - Active producers-Creative*Convergence(taking existing art to create NEW art) building with others stuffCopyright - 14 years. Then public domain “Rip! Remix Manifesto”4 key points for creating culture:1.Culture always builds on the past (led zeppelin, star wars)2.The past always tries to control the future3.Our future is becoming much less free (extending copyright to 95 years does not benefit many)4.To build free societies, LIMIT control of the past
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