The novel “High Fidelity,” which address primarily a guy named Rob who owns a
record store in England. It addresses his problems with relationships, but it is also very revealing about the
value systems of subcultures – in this case one about music – in which members place a very high value on
adhering to subcultural values instead of conventional.
Read the novel, which is also a film (but the film has different characters and a different ending), and in the
lecture for Lesson 6 pay careful attention to the news article at the beginning, and the information about
subcultures and the concept of subcultural capital.
Write at least 300 words on the following – you must address each question, with concrete examples from the
book!:In the book “High Fidelity” one of the characters says “What matters is what you like, not what you are
like,” which suggests that your personal tastes are more important than your character.
1) Explain how this idea was expressed in the book by the behavior of the three guys in the store. You can
write about Rob’s girlfriends, but you have to address the store.
2) Address how the guys’ behavior concerning music can be explained in terms of the concepts of subculture
and subcultural capital, concepts which are discussed in Lesson 6. Address 1) what you think is their musical
subculture, and 2) what the subcultural capital is in this subculture. You should draw from the discussion of
these concepts in the Lesson 6 lecture and the associated material in Grazian. Address both subculture and
subcultural capital as both concepts and with examples from the book
3) Address how/if the main characters at the store adhered to this idea throughout the book. Did they change
their view of the importance of taste, and if so, what are some examples?
Each advertising sign has its own shape – whether it is big, small, rounded or angular – and by changing shapes, the advertisements reach certain rhythm. Ideally, colour also plays a special role too – mostly by putting crucial shapes into human attention. The basic shapes have their own symbolism. The square indicates stableness and unity, but, paradoxically, advertising uses it only rarely. The rectangle is rather typical for print media than for television promotion, but it can be stated that its features are like in the case of the square. The triangle is symbolically networked to spiritual world (Pravdova, 2013); it can symbolize any object in the spiritual realm (Galik, 2012). The circle may affect the receivers as easy impression; it reminds us of perfection or alteration. Generally speaking, the oval shapes evoke balance and peace. In thousands of cases, they are directly applied to the corporate logo. Unfinished shapes are the best for attracting attention, although they do not always communicate the most wanted significance. Music is, no doubt the most used acoustic element in advertising in the past and in the present day. It is connected to symbolic audio stimuli that are able to prevail over all thought diegetic noises of environment (non-symbolic audio stimulus), or more exactly constitute them. Music can function without any natural language. Its fundamental elements are tones created by various musical instruments. Symbolic meaning is included exactly in tones grouped into accords, their sequence, height, pace, repetition, execution, etc. Certain regularity of tones grants individual the ability to talk about creation of joyful, sad, and all other emotions. The essential goal of advertising is to relate the reaction to music with the response to the product – to indicate the unconditioned stimulus (US) (music that the receiver likes) with the conditioned stimulus (CS) (product), so that the CS (product) is able to, even without the presence of music, achieve the conditioned reaction (CR) (pleasure, satisfaction, etc). Colours are amongst the most important symbolic languages of advertising. They appeal directly to ones’ feelings and stimulate emotions. Combinations of colours help us to create fictitious worlds. The relationship of colours with attributes from the external world leads to setting of myth related to the advertised product (Williamson, 2010). Psychologists indicated that the effects of colours can be defined by connection with the world around us and >GET ANSWER