E-meter as a religious artifact
An archaeology of unconscious media
Benjamin argued that the evaporation of aura achieved by formal reproducibility reveals an "unconscious optics" of filmic reproduction: "the camera introduces us to unconscious optics as does psychoanalysis to unconscious impulses" (237).New media technologies, like the camera, allow us to become aware of the ways in which perception is molded and, consequently, aware of how ideology is perpetuated in the ways in which the subject is asked to "see" the world.
advertising appealing to unconscious 'desires'
speaks to irrational/unconscious in the language of advertising