Феномен совершеннолетия в ситуации «постидеологии»: что нам покажет реклама?
The Phenomenon of Majority in the Post-Ideological Situation: What will an Advertisement Show Us?
Published by: Казанский (Приволжский) федеральный университет
Keywords: Enlightenment; majority; ideology; post-ideology; mass media; Internet; advertising; ambient media
Summary/Abstract: The article is about the ages of majority and minority in the situation of “post-ideology” and the role of mass media and advertising in the formation of adult consciousness. A comparison between traditional advertising and advertising of a new type allowed us to make the following conclusion: it is premature to speak about majority and, particularly, post-ideology as realized projects. Such an innovative and creative media product as “ambient media” is a product of classical ideology, which acts as an object of desire and a source of pleasure for a 21st-century individual playing an adult.
- Issue Year: 155/2013
- Issue No: 1
- Page Range: 47-56
- Page Count: 10
- Language: Russian