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Robert Scholes wrote piece on how to watch video texts. To summarize it
you can first write a list of key concepts in the essay, along with definitions where necessary:
- power/pleasure of video texts
- cultural reinforcement
- myth of America itself (racial melting pot, etc.)
- story of initiation
- ideology--a set of beliefs that guides a person, an organization, a
political party, a country
- critical analysis--breaking something into parts so that you better
understand it
- culture = myth of America = ideology
Next you can summarize the Scholes essay by connecting all the key concepts together
in one paragraph (key concepts are italicized):
Video texts give a sense of power or pleasure through the visual
component, but they're especially important for how they reinforce cultural
values, such as the myth of America as the racial melting pot, the
home of the free, etc. In the Bud ad, the story of the initiation of the
black umpire provides a powerful mechanism for reinforcing the myth of America.
Because of the power of TV ads, we need to be able to critically analyze
the ideology that is being sold to us.
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