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JANUARY 21 (INTRO CONT'D + CHAPTER 1).docx

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Department
Communication
Course
CMN2173
Professor
Michael Strangelove
Semester
Winter

Description
ADVERTISING & SOCIETY - JANUARY 21 INTRODUCTION CONT’D - Corporations have access to our spending habits via our digital cash expenditure.  Key difference to cash spending and digital cash spending is the trail/trace.  Spending habits can demonstrate things like political views, sexual orientation, even pregnancy term. p.12 (Baudrillard) - Before, capitalism was about production. - Now, it is about the consumption of digital mass media.  Consumption of the ‘code’results in oppression. (Code is modicum of control – eg. Bible, Koran)  Civilization seeks to control the “code of meaning”.  “Code” = consumption process, mass media. • Monopoly of the code, creates potential social reality with no tiebacks to the ‘true’ reality. - Similar to Nietzsche (“God is dead.”)  Capitalism was a progressive growth (not unlike Christianity). Slow rise to power. - “Structured simulation of reality” – interpret as “Meaning is dead.”  Led to rise to corporate media (altered images by corporations).  Highly manipulated  Vast steam of unreal images in media  Commentary to commentary, reference to reference – comes full circle, eventually leads to reference to self. Circular nature of consumption and perception.  World of real recedes, as hyperreal of media takes over. • True perception vs. perception through hyper real lenses. (Perception moulded by the corporations). • Loss of reality via immersion of commercial reality. • Loss of autonomous meaning = surrender to the code. - Mass patterns of consumption, belief, behaviour.  Suggests limits to autonomy, surrender to the code.  Challenge to individual sovereignty.  Asks to manifest individuality via consumption/groups. p. 13
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