Active Audience and the Commercial Media System..

John Fiske coined the term "Semiotic Democracy".  This is a very interesting concept which is the democracy of 'meaning-making'.  This term was developed when Fiske was thinking of the commercial media system in the 1980's.  He went on to theorize that the meaning system does not tell you what to do  We, the consumer, decide our own meanings. 

The 'active audience' school insists that the audience is in control of the meaning of media products.

This brings up the great rivlary of 'audience power' vs 'text power'.
Do we, the 'audience' really make our own choices with regards to what we buy, like and strive for in the commercial sense?  Does the capitalistic society tell us what to do or are we really the ones who are in control?

These questions bring up many good points.  Both can be argued for but from what I have gathered from class so far I would have to agree with Dr. Strangelove's view.
"If you think you are in control of what the media commercial system produces than you are wrong!" - Dr. Strangelove

There are severe limits to thought in any culture.  Perhaps the highest limits to thought occurs within capitalism.

It is very difficult to not listen to what Lady Gaga is trying to sell:

 Do I really care about the fact that she uses youtube and google to communicate with fans?
No! However, I am attracted to her and am willing to take 3 minutes out of my day to look at her..

This is an example of 'text power' or 'star power' in advertising.
The subliminal messaging in the video is obvious and although I don't think the video had much of an effect on me, maybe it did.  Maybe i spent more time on youtube that weekend.  I don't even like her music.
I know Dr. Strangelove agrees with me when he says that "Sex sells!".  Anyone who say's it doesn't must be from another planet.
Would any hetero-sexual male not watch this commercial? :

It's not that I will buy the perfume....but I will certainly watch it more than once and who knows?..maybe my sister or girlfriend will catch a glimpse and go buy it. 

The media is extremely powerful with its advertising.  Especially in this youtube and twitter generation that we live in.  The more exposure you get on youtube, the more you are paid.  In other words, they want you to reveal yourself...its good for business!  The more views, the better for everyone.