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This research approaches “The Apprentice†phenomenon from a critical communication studies perspective. Critical communication studies offer historically grounded and politically informed examinations of culturally situated media practices that may expose power relations in the communication process and provide alternative readings of the relationship between media and society (Hardt, 2001)...
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Specifically in this case study of “The Apprentice†we combine a cultural approach to media coverage with a political economic analysis to illustrate how stealth advertising creates an environment of consumption in late industrial capitalism. During the past decade critical scholars have urged a more interdisciplinary approach to media studies, linking cultural considerations directly to the political economic realm...
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