CMN 2173 Lecture Notes - Behaviorism, Commodity Fetishism
23 Feb 2014
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Document Summary
Exchange of things in many cultures was literally an exchange of persons. Something personal is put into what that person makes. See: idea of divine/spiritual forces present in most cultures. Looking for the authentic within the artificial. Issue being juxtaposition of a good past and bad present. If traditional manufacturing is ideal , globalization/mass manufacturing can live up to it. Context of product exchange. (lost via mass manufacturing) Consumption is of that which is more profitable. Idea of corporations owning media and the market associated with freedom, government owning these things associated with socialism. Women with cigarettes - no longer just for hookers, but rather, portrayed as something that is. The audience is in control of the meaning of media products. Before the active audience theory, audience was expected to receive the message sent out viewed as powerless, stupid. The power of the sender > that of the consumer. Developed in the 40"s-60"s (era of behaviourist theory).
