Dr. Sara DiazWGST 280: Gender, Sex, & Popular CultureGonzaga University

Ideology: Neo-Liberalism & Globalization

Extreme Makeover Home Edition

•Political Economy

• Textual Analysis

•Response to/Use of Texts

Extreme Makeover Home Edition

http://www.youtube.com/watch?v=-Yzs5IghsMs

Political Economy

•What are the root causes of the hunger problem in Ciudad Juarez?

•What media structures are implicated in the production of EMHE, how are they connected to the structural problems that lead to poverty in Ciudad Juarez?

Textual Analysis

•How do they use the Ruiz family to tell a neoliberal story? How is neoliberalism “encoded” in EMHE?

•How do we decode these messages?•What is the preferred meaning?•Are there resistant meanings

embedded in EMHE?

Media Effects

•What might be some effects of neoliberal narratives like those in EMHE?

Power Analysis

•Who gains and who looses in this neoliberal narrative established by EMHE?•HOW? What are the structural

mechanisms?•What are the cultural effects?

Neoliberalism in Your Object

• Work in blog groups• How do you see neoliberalism at work in your object• Textual Analysis• Chains of meaning?

• Political Economy• How might the producer be implicated in neoliberal institutions?

• Media Effects• How does the object naturalize or mask ideology from

consumers?• Power Analysis• What are the effects of each of these on power in relation to

neoliberal ideology? In other words, who gains and who looses?