(3:20)

     Interpellation, a term coined by French philosopher Louis Althusser.  It describes the process by which ideology -- embodied in major social and political institutions -- constitutes the nature of individual subjects' identities.  The process is rather simple, identities are constructed through the act of 'hailing others’ within social interactions.

   Now consider the 3 minutes of typical video, linked above, in this simple example of uncut television.  In it you’ll hear nine different stories...but each one is HAILING us in exactly the same secret TV way.  This media-method for constructing our identities goes something like this:

Hey, you!

Here’s a secret.

We should all live like this.

See, we’re showing you.

It’s the best way, right?

You should try it.

Send your money here.

     OK, now try it yourself.  Repeat these same lines while watching any commercial television, or most any media for that matter.  You will soon discover that this secret code quickly begins to unlock media communication’s true intention, which is to purposefully hail us -- one and all, day and night -- solely for constructing our identities inside the masticating jaws of consumptive, consumerist media ideology.