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Overview LITERATURE REVIEW The Circuit of Culture The circuit of culture is a model that was proposed by du Gay, Hall, Janes, Mackay and Negus (1997) while completing a case study of the Sony Walkman. Though the Walkman is no longer a new, innovative piece of technology, the circuit of culture could be applied to a wide variety of cultural products ranging from the Apple iPad to Mattel Inc. Barbie dolls. du Gay et al. (1997) argue that the circuit features five distinct levels that, when taken together, can be useful in helping us to better understand the study of any cultural artifact. These five elements are: representation, identity, production, consumption, and regulation. According to du Gay et al. (1997), “...any analysis of a cultural text or artifact must pass [through] if it is to be adequately studied...” (p. 3). Most often, this theoretical framework is used in cultural and media studies (see Barker, 2000; du Gay et al., 1997; Goggin, 2006; Hall, 1997; Johnson, 1986; Julier, 2000; Scherer & Jackson, 2008; Soar, 2000; Taylor, Demont-Heinrich, Broadfoot, Dodge, & Jian, 2002). Cultural studies is “...an interdisciplinary or post-disciplinary field of inquiry which explores the production and inclusion of maps and meaning. A discursive formation, or regulated way of speaking, concerned with issues of power in the signifying practices of human formations” (Barker, 2000, p. 383). Within the realm of cultural studies, much emphasis is put on language, and the way it shapes our culture through the meaning-making process. Barker (2000) notes that there is a language-game in the field of cultural studies. He offers the following definition for the term language-game: By which the meaning of words are located in their usage in a complex network of relationships between words and not from some essential characteristic or referent. 19PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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