COMM 3308 Lecture Notes - Lecture 1: Commodity Fetishism, Pierre Bourdieu, Conspicuous Consumption
19 Jan 2016
School
Department
Course
Professor
Document Summary
January 19 th lecture 1 semiotics of advertising: Further develop the concept of advertising as a cultural institution. Develop an understanding of the theoretical concepts of consumer society, commodity fetishism, conspicuous consumption. A capitalist society: focused on good and services, and how they are exchanged. It"s a particular social order that"s structured around privately owned goods/services, economics. Capitalism is something we choose to buy into. The first thing that"s valued in capitals is an economic value an economic capital to be traded for other things. Pierre bourdieu argued that there are other things we can use. Social capital may be built from networking, or building/acquiring social connections to acquire a career. Knowing multiple languages, anything that makes you valued by society as an individual, having travelled, your upbringing/experiences. Social reproduction we are reproducing the social inequality across generations (if your parents are wealthy/poor, you may tend to be wealthy/poor as well)
