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Component One: Application of a Key Concept to a Media Text - Essay Example

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Component One: Application of a Key Concept to a Media Text

71-72). Mass production and photographic representation (advertisements) have modified human experience to the extent that “Irreality no longer belongs to the dream or phantasm…but to the hallucinatory resemblance of the real itself” (ibid, p. 72). In post-modern era, “reality” is identified only when it is mimeographed through cloning or simulation; while truth is interceded and manipulated in a manner where present genre of humans fail to differentiate between imaginary and real world, a condition termed as “hyper-reality” (ibid, pp.70-76). In the context of artificially creating a condition of reality, the best-known example is that of DeBeers where the tagline, “a diamond is forever” is known to have attached a false sense of value to a simple carbonated rock particle. The nature of their success had always attracted me to study the concept of simulation and hyper-reality, and comprehend how media can manipulate to erase the basic line between fantasy and reality, and create a false sense of value. ...
state,’ start of technological innovations, economic globalisation, worldwide greater mobility, and new modes of production, dispersion and consumption (primarily owing to globalisation) (ibid). In modernism, there was a sense of creating something new or avant-garde in order to garner attention (realism, positivism, and constructivism); while post-modernism brought in a feeling that all things have already been done, and it is associated with irony or scepticism, textuality and plurality. It is viewed more as a cultural basis for a capitalist form of economy (ibid). In post-modernism (especially in the context of capitalistic economies and post-modern developed nations), hyperrealism is a concept that reveals a condition where human consciousness fails to differentiate between falsely created ‘real’ world (simulation) and actual reality (Baudrillard 1994). In other words, hyper-reality typifies what consciousness distinguishes as "reality" in the cultural context where mass media has the power to alter incidents before presenting them to the readers/viewers. It has resulted from logically derived simulation processes, where signs, logos or phrase-words are being used with increasing frequencies to substitute real products or emotions. Symbols or catchy phrase-words that imitate reality are being made to appear as simplified and easy to recognise. They first cover and then replace the real objects or emotions, and finally end up being more ‘real’ than reality itself (ibid). Hyperrealism is, thus, a creation of a ‘real’ model that lacks all traces of truth or reality (Baudrillard 1988). Thus, for advertisement, an event may be created and represented as an image via the mass media for viewer consumption as ‘real’ experience, when the incident in ...Show more

Summary

‘A diamond is forever’: an analysis of how a single phrase redefined the value and perception of diamonds through simulation and hyper-reality in DeBeers advertising case Introduction “What if God himself can be simulated, that is to say can be reduced to the signs that constitute faith?…
Author : whegmann
Component One: Application of a Key Concept to a Media Text essay example
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