CSCT 1CS3 Lecture Notes - Lecture 2: Commodity Fetishism, Tim Hortons, Starbucks

• School: McMaster University
• Department: Cultural Studies and Critical Theory
• Course: CSCT 1CS3
• Professor: Joanne Leow

Document Summary

Culture jam - counter message, hidden and/or recreating commercial culture. Starbucks branding more minimal - trying to appear richer. Tim hortons trying to be more homey. Coffee and sugar to us looks like fuel and pleasure. Coffee and sugar to people in the south can look like labour. Coffee took over crops that were used to feed people. Coffee a large part of the economic market. Think about people on the other side of the counter. Attribution of power to commodity - assigning value that has no connection to production or value.