'...well-written and accessible. Making the difficult seem easy is Fiske's great talent. No introductory reading list in the field would be complete without a Fiske' - Sociology In Reading the Popular, John Fiske analyzes popular "texts" to reveal both their explicit, implicit (and often opposite) meanings and uses, and the social and political dynamics they reflect. He examines the multitude of meanings lying beneath the cultural artifacts that surround us in shopping malls, popular music and television. Features: * highlights the conflicting responses that cultural phenomenon such as Madonna and the Chicago Sears Tower evoke. * locates popular culture as the point at which people take the goods offered them by industrial capitalism and turn them to their own creative, and even subversive, uses. * refutes the theory that a mass audience mindlessly consumes every product it is offered.

The Ethics of Emerging Media engages with enduring ethical questions while addressing critical questions concerning ethical boundaries at the forefront of new media development. This collection provides a rare opportunity to ask how emerging media affect the ethical choices in our lives and the lives of people across the globe. Centering on different new media forms from eBay to Wikipedia, each chapter raises questions about how changing media formats affect current theoretical understanding of ethics. By interrogating traditional ethical theory, we can better understand the challenges to ethical decision making in an age of rapidly evolving media. Each chapter focuses on a specific case within the broader conceptual fabric of ethical theory. The case studies ground the discussion of ethics in practical applications while, at the same time, addressing moral dilemmas that have plagued us for generations. The specific applications will undoubtedly continue to unfold, but the ethical questions will endure.

Written without technical jargon, this book will provide a stimulating and useful guide to teachers and student-teachers looking to improve their knowledge of the moving image and its place in the English curriculum.

Why are critics upset about advertising? And why are its practitioners so defensive? Revised and extensively updated, this edition of the classic Advertising in Contemporary Society offers unique perspectives that will help the reader understand how and why the controversial American phenomenon of advertising generates so much heat and--though much of it is passive--so much acceptance.

Examining how to make English teaching exciting and relevant in a modern technological and culturally diverse society, this text explores poetry and classic texts, and media and multicultural texts. It gives approaches to unexpected texts and explores gender issues in adolescent fiction.

This handbook provides a comprehensive introduction to teaching English in primary and secondary schools. It brings together the latest standards with authoritative guidance, ensuring that readers feel confident about how to approach their teaching. It explores the context of the subject of English and brings readers up-to-date with key developments, placing the English curriculum in the context of whole school literacy issues. It introduces readers to key areas such as: planning and classroom management assessment, recording and reporting information and communication technology equal opportunities, special needs and differentiation English/literacy and whole school issues personal and professional early career development. This practical book gives new English teachers a solid and dependable introduction to teaching the subject. Many of the contributors are practising classroom teachers with enormous experience to draw on. The book is grounded in the realities of teaching and offers practical and relevant advice as well as plenty of ideas to stimulate thinking and teaching.