Fiske and Jordan

Jimmy Hoang
913146051

The to articles relate in the fact that they both go against the cultural norm or hegemonic ideas. In Fiske's article, he talks about women and the shopping industry. Back in the days, women's ideas and opinions were looked at differently and as less important than a man's. As a result, marketers and such focus mainly on the wants and needs of men, caring little about what women need. In a resistance against that hegemonic idea, women were able to rise as consumers, forcing marketers to start looking towards their way and answering their desires. Similarly, in Jordan's article he talks about protests against cars. Cars are widely used everywhere being absolutely helpful with transportation and such, so we can agree that this is a hegemonic idea which cars are a must. However these protesters went against that idea, trying to free the roads and streets of cars. They did this because they believed that cars were damaging the environment. In both cases and situations, they are going against the cultural hegemony and ideas. We can even relate this back to Omar's lecture about ads, where companies had to find ways to advertise differently from the hegemonic idea of advertisement to be able to stand out and attract customers.