SCHOOLED FOR SUCCESS: “THE APPRENTICE’S’ CAPITALIST CURRICULUM

Abstract:
This essay investigates “The Apprentice” television program from a critical communication studies perspective. Critical communication studies offer historically grounded and politically informed examinations of media practices that reveal power relations in the communication process. 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 curriculum of consumption in late industrial capitalism.

Keywords: advertising, product placement, critical studies

Introduction
“You’re fired!” is one of those catch phrases that identify a cultural phenomenon as a cultural phenomenon. Soon after “The Apprentice” became a surprise hit, the phrase was on everyone’s lips and the show achieved “water cooler status” in that it created coveted buzz for the new......

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Title: Reality Tv
Approximate Word Count: 2336
Approximate Pages: 10 (250 words per double-spaced page)

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