What’s it all about? Cultural Assumptions in Marketing - Advertising The Media What’s it all about? Cultural Assumptions in Marketing - Advertising

Mediation of reality Do the media give us a straightforward picture of the world around us? In other words, do the media accurately show us reality? The media is often referred to as a window to the world

The media always: Select - Make choices over what to show us Organise - Make choices over how to present this material Focus - Make us concentrate on what they think is most important

Remember to consider… Where something has been placed How it has been composed The type of publication, programme or film which is it’s context The media institution that has produced it The current social debate surrounding it Your own response to the way in which something is being represented

For example: an image in a newspaper… The caption added to any image influences the audience’s reading of that image An image will be chosen to highlight a particular aspect of the story it appears with

For example: an image in a newspaper… The newspaper’s political leaning will influence the way that images are used within it The position of the image on the page or within the newspaper is also important (hierarchy of importance)

How does this link to Advertising? Your thoughts….