Assignment Brief
Word-limit: 1,000 words
This is a diagnostic paper, it will allow us to evaluate and give feedback on your reading and analytic skills. It also evaluates your ability to read synthetically, identify the key argument in a piece of writing, and engage with the text through a critical summary exercise that avoids the two capital sins: PARAPHRASE and DESCRIPTIVE WRITING
Read this article, ‘The Jeaning of America’, Download this article, ‘The Jeaning of America’,by John Fiske. It argues that consumers can subvert mass culture and modify it for their own ends.In 1,000 words summarise and evaluate the article, critically appraising its argument.
Please do NOT be tempted to use an AI tool such as Chat-GPT.
| Criteria | Ratings | Pts |
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Knowledge of the text
Does your review essay demonstrate close reading of the text? Has the main argument(s) in the selected text been successfully understood and identified?
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5 pts
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Knowledge of the wider debates
Does your evaluation of the reviewed article demonstrate knowledge of relevant debates in the field? Is the review positioned vis-a-vis these debates?
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5 pts
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Critical engagement with the text
Does your critique of the reviewed article demonstrate understanding of the limitations and/or relevance of the author’s arguments?
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5 pts
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Academic standards of presentation
Structure, clarity of expression, proofreading of work, correct style of referencing
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5 pts
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Write up your review in structured paragraphs. Use a legible font and a 12point font size. Use 1.5 spacing
Do not quote large chunks from the text. Quote sparingly and only when necessary. No need to put the full citation. Just indicate the page number of the quote or the phrase you are citing between parentheses, including the last name of the author
This is the question we gave in the lecture to see if we can apply it to the writing and analysis of the article：
1.Lost in Translation
Do we live in a global culture dominated by multinational product?
Are national variations just cynical adaptations of a global brand, or subversive, resistant local culture?
Are these local variants examples of creativity – or censorship?
2。International Superheroes
What role do superheroes play in global culture?
What national values do they stand for? Do their meanings change over time? Do they represent cultural diversity, stereotype or token inclusion?
Is there any local alternative to this global form of representation? Is it always resistant, or can it also be exploitative?
3.
Coca-Colonisation
What is colonisation? What is imperialism? What is cultural imperialism, and what is hegemony?
What are the cultural values attached to Coca-Cola, Starbucks, McDonalds and Disney?
How can global culture be used creatively, subversively and locally by consumers for their own purposes – and how is that resistant culture then incorporated by the global producer?
I have attached three pictures that are also questions of these three themes