The fact that I was offended by the children swearing has to do with my own decision to not use profanity in my everyday life. To see someone much younger than myself cussing can be offensive. However the whole point of the campaign is to shake things up and create a shock factor. The name of the campaign sets the tone for all the frustrations towards the dominant ideology. I believe this video is fighting the messages and beliefs we have been taught and subliminally brainwashed with for years. The domininant ideology is so strong and powerful and saturating the mass media that creative ways of fighting it must be used. Whether I agree with the children swearing or not, the point is it makes me think about why would they even need to swear. The problem is so major that they have to use bad behavior from the unexpected to get your attention on a serious matter. It's effective. My feelings towards the idea is irrelevant. What is important is the framework for the message, the reason behind the action.
Friday, July 8, 2011
Challenging Dominant Ideology
Croteau's statement that "Research on the ideology of media has included a debate between those who argue that media promote the worldview of the powerful-the 'dominnant ideology'- and those who argue that mass media texts include more contradictory messages, both expressing the 'dominant ideology' and at least partially challenging worldviews.' bring one main thought into my mind. I believe that MASS MEDIA mostly reflects the views of the dominant ideology and includes very slight text that challenges it. Most time it is done as a comic relief or for shock factor. It is very difficult to find a MASS MEDIA message that goes against the grain. Those messages are more so found in independent or underground media. For class I showed the following controversial YouTube video from the FCKH8 Campaign.
The fact that I was offended by the children swearing has to do with my own decision to not use profanity in my everyday life. To see someone much younger than myself cussing can be offensive. However the whole point of the campaign is to shake things up and create a shock factor. The name of the campaign sets the tone for all the frustrations towards the dominant ideology. I believe this video is fighting the messages and beliefs we have been taught and subliminally brainwashed with for years. The domininant ideology is so strong and powerful and saturating the mass media that creative ways of fighting it must be used. Whether I agree with the children swearing or not, the point is it makes me think about why would they even need to swear. The problem is so major that they have to use bad behavior from the unexpected to get your attention on a serious matter. It's effective. My feelings towards the idea is irrelevant. What is important is the framework for the message, the reason behind the action.
The fact that I was offended by the children swearing has to do with my own decision to not use profanity in my everyday life. To see someone much younger than myself cussing can be offensive. However the whole point of the campaign is to shake things up and create a shock factor. The name of the campaign sets the tone for all the frustrations towards the dominant ideology. I believe this video is fighting the messages and beliefs we have been taught and subliminally brainwashed with for years. The domininant ideology is so strong and powerful and saturating the mass media that creative ways of fighting it must be used. Whether I agree with the children swearing or not, the point is it makes me think about why would they even need to swear. The problem is so major that they have to use bad behavior from the unexpected to get your attention on a serious matter. It's effective. My feelings towards the idea is irrelevant. What is important is the framework for the message, the reason behind the action.
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This video campaign is definitely an "in your face" approach to raise awareness to the problems faced by the LGBTQ community. I had never seen this campaign before and I think it is very effective when you look at the message and go beyond the surface of the ad. Thank you for exposing me to it!
ReplyDeleteI'm so glad you picked this ad. I think this is one of the more 'in-your-face" equal marriage campaigns thats ever existed. You can always find anti-homosexuality media that is extremely offensive and abrasive in manner, so I'm glad this text exists to combat those negative views. cool stuff!
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