CMNS 223W Lecture Notes - Lecture 11: Jim Beam, Extreme Sport, Sports Drink

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Document Summary

Hbc - draws on historical authenticity, authenticity of experience, authenticity of individualism. Express central contradiction of authenticity of consumer culture arises out of conditions of industrialism/mass manufacturing: requires standardized work process and identical products impossible in a mass produced world (goods, brands) where products are made identical. Using mass produced products for identity formation and valuing a unique identity is. Sense of authenticity in products or authentic sense of self in consumption of products. Sense of authenticity structured around products and consumption of products. Imperative that advertisers try to create a unique identity within their product to allow consumers to create an authentic sense of self. Selling authenticity is a response to these conditions where we cannot recognize authentic selfhood and experiences. Concern over authenticity is a product of the modern age; re ects modernity. Retreat to authenticity came about as a result of industrialization:

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