Visual Communication: Understanding Images in Media and Culture provides a theoretical and empirical toolkit to examine implications of mediated images. It explores a range of approaches to visual analysis, while also providing a hands-on guide to applying methods to students’ own work. The book: • Illustrates a range of perspectives, from content analysis and semiotics, to multimodal and critical discourse analysis • Explores the centrality of images to issues of identity and representation, politics and activism, and commodities and consumption • Brings theory to life with a host of original case studies, from celebrity videos on Youtube and civil unrest on Twitter, to the lifestyle branding of Vice Media and Getty Images • Shows students how to combine approaches and methods to best suit their own research questions and projects An invaluable guide to analysing contemporary media images, this is essential reading for students and researchers of visual communication and visual culture.

Visualizing lifestyles as commodities

Visualizing lifestyles as commodities

Visualizing lifestyles as commodities

It is not only products and services that are sold in the media, but also guidelines on how to make choices in matters of health, fitness, nutrition, fashion, leisure, home decor, cuisine, and even work and family. In this chapter, we consider lifestyles as commodities in their own right and visual imagery as central to promoting ways of being and living that are largely rooted in consumerism. In sum, this chapter will:

  • introduce research on lifestyle media and the role of visual communication in defining lifestyles as commodities;
  • explore the increasing significance of lifestyle politics in consumer culture and its relationship with corporate media and commercial imagery;
  • show how a countercultural lifestyle aesthetic is communicated in corporate media through ...
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