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Reading Cultures: Politics of representation
Journalism & Communication
Pages 7 (1757 words)
Reading Cultures: Politics of Representation Author: Institution: Reading Cultures: Politics of Representation We start the analysis with Woodward’s observation that representation of identity functions in symbolically classifying the world and the relationships within it (Woodward, 1997: 8).
The emergence of identities is linked to historical specificity; the conflicts that exist between identities can be traced to a given time. This proves that these differences are historical. Research shows that people invest in identity positions. In the representation of identity, Woodward insists that one should have a clear understanding between cultures and meaning (14). Representation involves practices and symbolic systems through which meanings are produced. Representation as a cultural process establishes individual and cultural identities. Systems of representation provide avenues for which individuals can position themselves. A good example that Woodward gives is the narratives of soap operas and the semiotics of advertising which he believes assist in the construction of gendered identities (14). If we link history to identities and representation, we consider the example of marketing promotions that Woodward looks at the promotion creates new identities at a given time. Advertising sells things and; therefore, it targets appealing to consumers and utilizes images, with which consumers can identify with, all practices that produce meaning involve relations of power, so in this case, politics plays the source of power in the aspect of representing identity in the advertising campaigns (Woodward, 1997:15). ...
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