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  • Faculty of Design and Creative Technologies (Te Ara Auaha)
  • School of Communication Studies - Te Kura Whakapāho
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Promoting a promotional culture: a case study of the Junior Franklin County News

Johnson, RJK; Bieldt, N
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ANZCA15 Johnson Bieldt.pdf (536.6Kb)
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http://hdl.handle.net/10292/9499
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Abstract
Although the extraordinary level of commercial speech in New Zealand media is relatively commonly acknowledged (see, for instance, Bell, 1995, Campbell, 2000, Hope, 1996, Horrocks, 2004, Lealand, 2002, Thompson, 2003, Watts, 2009), there is very little academic work that focuses on this commercial speech in its own right. Particularly emblematic case studies, like Xenical (Johnson & Hope, 2001), peculiarly successful forms of advertising, like the infomercial (Johnson & Hope, 2004, Johnson, 2013), or persistent trends in policy like unfettered neoliberalism (Thompson, 2011), allow for a wider, more critical perspective. To date, however, there has been little, if any, research into the lived experience of people as they negotiate this increasingly commercialised media culture. This article aims to investigate one aspect of that experience by focusing on the Junior Franklin County News, an annual insert into a community newspaper. We will argue that the insert, by being produced by primary school students, offers a real insight into their conception of ‘advertising’, ‘newspapers’ and the inter-relationship between the two. It will show that the commercial media’s contemporary ‘infomercial’ focus can deployed by children through relatively sophisticated techniques and will conclude by arguing for more clarity and precision when teaching children about the ‘doing’ of media.
Date
December 18, 2015
Source
Refereed Proceedings of the Australian and New Zealand Communication Association Conference: Rethinking Communication, Space and Identity, 2015
Item Type
Journal Article
Publisher
Australian & New Zealand Communication Association Inc
Publisher's Version
http://www.anzca.net/documents/2015-conf-papers/858-anzca15-johnson-bieldt.html
Rights Statement
This work is licensed under the Creative Commons Attribution-Share Alike 2.5 Australian License.

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