Responses to the Construction of Youth Identities in [email protected] Rs [Mrp:-5899]

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  • LAP Lambert Academic Publishing

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Contemporary youth in South Africa are facing political, racial and economic inequalities. Despite this, ‘style surfing’ dominate youth culture both locally and internationally. Young people are influenced by current fashions and identity formations through the media. Not many studies investigate the intersection of race, gender and age in representations of youth consumer culture. This book analyses four famous brands: Guess, Soviet, Diesel and Levi’s, in youth magazines. It uses social semiotics and critical discourse analysis to describe how media constructs over sexualized youth identities and how young people deconstruct the advertisement and reconstruct their own subjectivities. Surprisingly, the youth are averse towards the use of sex, instead, they prefer a Hip Hop identity. The research is situated among adolescent suburban school learners. This analysis should enrich critical media analysis, and critical literacy in the language and literacy classroom. The interaction of advertisements with specific audiences will be fascinating to scholars and researchers in education, cultural studies, marketing and the general public.

Product Details :

Author Sibusiso Clifford Ndlangamandla
Binding Paperback
Brand imusti
EAN 9783838353739
Format Import
ISBN 3838353730
Label LAP Lambert Academic Publishing
Manufacturer LAP Lambert Academic Publishing
NumberOfItems 1
NumberOfPages 128
ProductGroup Book
ProductTypeName ABIS_BOOK
PublicationDate 2010-06-30
Publisher LAP Lambert Academic Publishing
Studio LAP Lambert Academic Publishing
Title Responses to the Construction of Youth Identities in Advertisements