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1st Student's Major

English

1st Student's College

Arts and Humanities

Students' Professional Biography

Julie Lemley is a full-time student at Minnesota State University, Mankato, working part-time as a school paraprofessional since 2002 and is also a yearbook co-advisor at her current assignment. She is currently working toward her degree in Secondary Education to complete majors in English, Speech Communication and Spanish. She lives in Madison Lake, Minnesota with her fiancé, Jim. They have a blended family of six children, Jinny, J.C., Justin and Terri with only the two youngest, Robbi and Jaida still living at home, and two grandchildren, Max and Zach. Some of her favorite non - academic activities include reading, construction, refinishing, archery and various outdoor activities.

Mentor's Name

James Dimock

Mentor's Email Address

james.dimock@mnsu.edu

Mentor's Department

Communication Studies

Mentor's College

Arts and Humanities

Abstract

Since Garfinkle’s ground-breaking work on labeling in the 1950’s, the link between identity formation, specifically as constructed by external social messages intentionally directed by authority, and resultant behaviors has been well established. This research has extended upon this assumption, applying critical media and rhetorical methods to advertising aimed at adolescents, a particularly vulnerable group at a point of transition and identity formation. The adolescent negotiation of the transition from childhood (child identity) to adulthood (adult identity), has always been a uniquely critical stage of development. Moreover, the research has indicated that adolescents are particularly susceptible to influence by those in positions of authority. This research, relying in part upon French and Raven’s concept of referential power (or a form of authority based upon the subject’s self-identification with the authority), demonstrated that advertising directed at adolescents has exerted a significant amount of authority. Print media aimed at adolescents was evaluated from a critical perspective. The research examined the underlying identity messages within various texts, specifically the construction of gender and sexuality. The ideological homogeneity of the marketplace, which has been dominated by sexist (not exclusively male but conceding supremacy of the masculine perspective) and capitalistic exploitation, commoditizes the female identity. The research has articulated implications of this rhetorical practice including, but not limited to sexual violence, low self-esteem and self-objectification.

Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License

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