ADVERTISING & SOCIETY – JANUARY 24
CHAPTER 1 (CONT’D)
No collective identification of needs
Which commodities address my needs?
Ambiguity of meaning in general.
Commodity Fetishism (Karl Marx)
“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.
- Struggle of the authentic (Marxist theory)
“Authentic, organic, truth, origin”
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)
Who made this?
Where did it come from?
What is the role of social relations?
- Consumption is of that which is more profitable
- 1880-1930’s = radicalism of the middle class.
- Idea of corporations owning media and the market associated with freedom, government owning these
things associated with socialism.