published_or_final_version / Comparative Literature / Master / Master of Philosophy

M.A. (Communication Studies) / This dissertation will concentrate on the manner in which the signification system of popular culture in advertising texts operate within the context of changing South African or post apartheid society. Social and political changes have taken place virtually overnight and it is therefore not surprising that the effects of these transformations have not yet filtered through to all layers of society. Furthermore, such quick changes cannot take place without causing at least some ripples of dissent and upheaval within certain sectors of society which may include cultural groups or even business. The author will consequently examine the effect which social changes have had on the perceptions of advertisers in the marketplace and the manner in which their brands are portrayed within advertising texts. More specifically, an investigation will be undertaken into the manner in which Popular Culture, whiph is inherently South African, has been incorporated within the contents of those texts. Popular Culture, it will be argued, has moved away from being a term used by classical Marxists to describe a so-called mass culture. In fact, within the context of a postmodern society, in other words, one which is essentially multi-faceted, the . concept Popular Culture-encapsulates that which is used within the day-to-day living experience to make a statement of dissent with the mainstream. Therefore the task set by this dissertation is manifold. the first instance we will place the South African market within a historic, cultural and economic context. In other words, we will attempt to trace the life-world of the South

The thesis provides a cultural analysis on the micropolitics of Yugoslavia wars in 1992-1995, examining local and global media coverage along with grassroots and historical dimensions. The study offers an extensive overview of scholarly literature on the Balkans, arguing that often omitted local, cultural and historical narratives of the war events reveal complex perspectives on the rationales provided on civil war. Investigating the nationalist social movements in Yugoslavia (1992-1995), the thesis articulates the need to revisit Deleuze and Guattari's framework of micropolitics to understand the cultural and historical dimensions operational in such movements. The study presents local media coverage in Nasa Borba, Borba, and Hrvatsko Slovo, focusing mainly on two major atrocities committed during the Balkan conflict, in order to shed light on the complex role of discourse emerging in war environments. / by Martin Y. Marinos. / Thesis (M.A.)--Florida Atlantic University, 2008. / Includes bibliography. / Electronic reproduction. Boca Raton, Fla., 2008. Mode of access: World Wide Web.

by Wong Yan Chau, Christina. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves 175-186). / Chapter I. --- Introduction --- p.2 / Chapter II. --- Historical Background --- p.5 / Chapter III. --- A Review of the Related Literature --- p.14 / Chapter A. --- The Culture Industry Approach --- p.15 / Chapter B. --- The Liberal-Pluralist Approach --- p.26 / Chapter C. --- The Technological Approach --- p.31 / Chapter IV. --- The Theoretical Perspective --- p.36 / Chapter V. --- Methodological Approach to Study --- p.42 / Chapter A. --- Content Analysis of Lyrical Messages --- p.42 / Chapter 1. --- Method --- p.42 / Chapter 2. --- Data --- p.43 / Chapter 3. --- Analytic Framework of the Textual Analysis --- p.45 / Chapter B. --- Analysis of Rock Music within Hegemony --- p.48 / Chapter 1. --- Method --- p.48 / Chapter 2. --- Data --- p.50 / Chapter VI. --- Meanings in Rock Music --- p.52 / Chapter A. --- Themes in each fictional mode --- p.52 / Chapter B. --- Thematic content of Rock Music --- p.54 / Chapter 1. --- The Ironic Mode --- p.54 / Chapter 2. --- The Mimetic Mode --- p.64 / Chapter a. --- Phenomena of Identity Crisis --- p.64 / Chapter i. --- Loss of direction --- p.65 / Chapter ii. --- Roots-seeking --- p.68 / Chapter iii. --- Alternating identity --- p.69 / Chapter iv. --- Alienation --- p.71 / Breakaway --- p.71 / A Stranger in the City --- p.74 / Chapter b. --- Outlook on Life --- p.76 / Chapter c. --- Social Problems --- p.79 / Chapter i. --- War --- p.79 / Chapter ii. --- Incivility --- p.81 / Chapter d. --- The Experience of Growing Up --- p.82 / Chapter i. --- Anti-patriarchism --- p.82 / Chapter ii. --- Wandering --- p.83 / Chapter iii. --- The Loss of Childhood --- p.84 / Chapter e. --- Love --- p.85 / Chapter i. --- Yearning for love --- p.85 / Chapter ii. --- Frustrations with love --- p.86 / Chapter iii. --- Wild love --- p.88 / Chapter iv. --- Inauthentic love --- p.90 / Chapter 3. --- The Leadership Mode --- p.93 / Chapter a. --- The Exploratory Spirit --- p.93 / Chapter b. --- Individuality and Non-Conformity --- p.96 / Chapter c. --- The Authentic Self --- p.98 / Chapter 4. --- The Romantic Mode --- p.102 / Chapter a. --- Nostalgia for a Glorious Past --- p.102 / Chapter b. --- Anarchy in the Demonic World --- p.105 / Chapter c. --- Union with nature --- p.107 / Chapter d. --- The Pastoral Utopia --- p.111 / Chapter e. --- Fictional Characters and Objects Speaking --- p.112 / Chapter 5. --- The Mythic Mode --- p.117 / Chapter C. --- The World View of Rock Music --- p.120 / Chapter VII. --- The Relations of Rock Music to Hegemony --- p.125 / Chapter A. --- Messages of Rock and the Hegemony --- p.125 / Chapter B. --- Music as a Contested Terrain --- p.130 / Chapter 1. --- The Hegemonic Power: Cooptation and Marginalization --- p.130 / Chapter 2. --- The Deviant Culture: Struggle by Means of adaptation and negotiation --- p.140 / Chapter VIII. --- Conclusion --- p.155 / Chapter IX. --- Limitations of the Study --- p.158 / Chapter X. --- Future Studies on Rock Music --- p.161 / Notes --- p.165 / Bibliography --- p.175 / Discography --- p.185 / Appendix 1. The Sample of Rock Songs --- p.187