summary of Shcoles paragraph 8

Scholes starts off by explaining that it takes a audience that understands narrative structure and that also understands narrative structure. That audience also need to have an amount of cultural knowledge to be able to successfully construct the umpires story. He then takes into account that critics Bennett and Hirsch believe that most Americans are without culture. This is not true, Scholes argues, Americans simply lack any way to analyze the underlying power of a text such as the budwiser commercial. Scholes then says that it is imperative to rebound from the surrender to this text. However to recover you need the tools of ideological criticism and critical analysis to recover. This is why Scholes believes that the analysis of video text should be taught in schools.
In short Scholes is saying that Americans don't lack cultural knowledge because they understand the commercial and the story behind it. Its just that Americans need to know of the narrative structure to fully comprehend the video text. He says it depends on critical analysis which is why the ability to analyze video text critical should be taught in school.