• Summary
  • Contents
  • Subject index

“This groundbreaking collection explores the intersecting variables of groups marginalized by the media. Contributors examine gender, race, class, sexual orientation, geography, and ethnicity in relation to feminist multicultural issues…. Highly recommended for students of feminism, multiculturalism, cultural studies, communication theory, and media analysis.” --Choice “Most of the world's women experience multiple forms of oppression, yet few communication scholars have prioritized this profound reality. Professor Valdivia's collection examining feminism, multiculturalism, and the media is a welcome text for courses on women, minorities, and communication, plus an excellent resource for many other courses concerned with issues of diversity.” --H. Leslie Steeves, University of Oregon “Many contributors illustrate contradictions in multicultural and feminist media perspectives. These embrace more than feminist analysis: They illustrate how gender, race, class, and ...

Advertising and Mother Nature
Advertising and mother nature
Katherine TolandFrith

An advertisement is both a marketing tool and a cultural artifact. In order to understand the social and cultural aspects of advertising, however, we must begin to move beyond the surface message of products and services for sale to explore the deeper underlying meanings. We must search out the cultural stories and mythologies that form the body of knowledge from which advertising's creative people draw as they solve advertising and marketing problems. By using critical methods like deconstruction we can begin to undress advertising and to see the role ideology plays in shaping advertising messages. As Goldman (1992) points out:

Advertising is a form of social practice insofar as corporate profitability and control over markets relies on the ...

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