{"id":3499,"date":"2011-05-22T15:29:09","date_gmt":"2011-05-22T20:29:09","guid":{"rendered":"http:\/\/donwaisanen.com\/?p=116"},"modified":"2011-05-22T15:29:09","modified_gmt":"2011-05-22T20:29:09","slug":"intertextuality-and-mainstreamed-media-activism","status":"publish","type":"post","link":"https:\/\/thesocietypages.org\/thickculture\/2011\/05\/22\/intertextuality-and-mainstreamed-media-activism\/","title":{"rendered":"Intertextuality and Mainstreamed Media Activism"},"content":{"rendered":"<p>I&#8217;m currently reading Barbara Warnick&#8217;s <em>Rhetoric Online: Persuasion and Politics on the World Wide Web<\/em>, an insightful look at prominent communication strategies used online. Warnick highlights one of my favorite Internet parodies, <em>Jib Jab&#8217;s<\/em> &#8220;The Drugs I Need, as an exemplar of how a discourse with a high degree of strategic intertextuality can &#8220;appeal to as many audience orientations as possible&#8221; (114). What I find compelling about this claim is that, different than the kind of intertextual mainstreaming that a lot of television employs (e.g. see George Gerbner&#8217;s Cultivation Theory) &#8212; which steers clear of producing controversial appeals in order to appeal to as broad an audience as possible &#8212; this form of Internet media activism is able to aggressively target the drug industry through a mainstreaming strategy that does not lose its critical power. See the classic video below. <a href='http:\/\/www.youtube.com\/watch?v=WgoB2h_Wkco' >The Drugs I Need<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I&rsquo;m currently reading Barbara Warnick&rsquo;s Rhetoric Online: Persuasion and Politics on the World Wide Web, an insightful look at prominent communication strategies used online. Warnick highlights one of my favorite Internet parodies, Jib Jab&rsquo;s &ldquo;The Drugs I Need, as an exemplar of how a discourse with a high degree of strategic intertextuality can &ldquo;appeal to <a href=\"http:\/\/donwaisanen.com\/?p=116\">[&hellip;]<\/a><\/p>\n","protected":false},"author":138,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-3499","post","type-post","status-publish","format-standard","hentry"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/posts\/3499","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/users\/138"}],"replies":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/comments?post=3499"}],"version-history":[{"count":6,"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/posts\/3499\/revisions"}],"predecessor-version":[{"id":4628,"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/posts\/3499\/revisions\/4628"}],"wp:attachment":[{"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/media?parent=3499"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/categories?post=3499"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocietypages.org\/thickculture\/wp-json\/wp\/v2\/tags?post=3499"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}