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Type
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Journal Article
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Author
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Inés Leal-Rico
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Year
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2024
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Publisher
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Journal of Media Literacy Education
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Abstract
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Subvertising, traditionally linked to counterculture and anti-consumption, is utilized in education to reveal the manipulative strategies of corporate messaging to students. Classroom use of cut-and-paste methods deconstructs advertisement messages, fostering an understanding of how needs and desires are constructed through appropriation, incorporation, and transformation tactics. This research aims to comprehend fully the implementation and impact of subvertising workshops in educational settings by analyzing six scholarly articles on applied workshops. The data, sourced from a previous scoping review on subvertising, enabled a comprehensive evaluation of methodologies and effective techniques. The study compares these cases to the ten key steps proposed by Grigoryan and King (2008) and concludes with six key steps for conducting a subvertising workshop, particularly emphasizing the cut-and-paste technique’s role in promoting analytical reflection. Findings suggest that subvertising is effective in engaging students, enhancing their critical thinking skills, and motivating them towards critical consumption.
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Language
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English