MDSB03H3 Lecture Notes - Mastercard, Energizer Bunny, American Express
Document Summary
These two categories don"t exist outside of the representation itself. Cultural shift in how we define self worth: Must find a way of keeping everyone needing more so they by more. Stuart ewen: commodity self: we tend to define self worth in part through the consumption of goods. Buying is presented as a way of giving our lives meaning. Our subjectivities sense of self are mediated and constructed by ads. We become defined as how o ther people see you and that we do. Mystification of how things are vs. how they appear to be. Process of giving special powers to something. Contrast between message and idea as well as the realities that get washed away. Distinction he draws between strategies and tactics: Strategies: practices by which dominant inst seek to structure lives of their below. (tv makes them by into shows and ads, planned.
