COMS 3109 Lecture Notes - Lecture 4: Brand Loyalty, Personalization
2 Oct 2018
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What kind of agency do people have in formulating their identities in a consumer society. The consumer as passive recipient of the powerful and manipulative strategies of advertisers and producers. The political is rendered apolitical through cooptation by marketers. The consumer as discerning and interactive participant in the consumption process. Critics: advertisers sell individualism while promoting conformity. We are sold to advertisers through the media. We appropriate the language of advertisers in order to socially fit. Corporations spend a lot of money on market research to persuade us and use deceptive strategies. Because it makes you focus on a certain type of people because they make you more money and you ignore the other customers and try to get rid of them. The ultimate goal is to reduce uncertainty with customers and make them more predictable. Paratexts help encourage certain interpretation of texts. Big companies like disney have a lot of lawyers. Mouse liberation front (a fight over intellectual property/copyright)
