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Lecture 9

Nov 6 (Lecture 9) MDSB03 notes .docx

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Department
Media Studies
Course
MDSB03H3
Professor
Stacy Jameson
Semester
Fall

Description
Nov 6 Lecture Advertising Is it possible to make our own meanigns from consumer culture? Ie. to become anti conformist, to think about it differently? Rewritting these stories Department store- on slide* Hudson's bay in 19th century  this is the product of industrial revolution, consumer society, middle of of the 1800's  In urban regions of europe, many departments are put under one roof, they have fixed prices and allow for refunds/exchanges  This is opposed to a Local store  Example of a dept. store: Altman Department store in New york  Dept stores provide a new kind of experience: Makes shopping a leisurely pasttime/pleasurable activity  Include display windows; huge because of the open indoor environment/windows o ie Macy's dept store: has large sections, along the streets o Function of "Looking" means: Active shopping; It's a public gathering place. It's open to you even if you dont buy anything. Displays:  Selfridge-Use scientific educational, theatre/dramatic displays, matching this with their promotions. ie when they designed a plane to fly in their shop and had public demonstration of tv in the windows (To promote the product)  We use spectacles today. ie Macy's thanksgiving day parade. Dept stores have democratized consumption and it is availabile to consumeres regardless of race/class. (Basically anyone can shop at dept. stores)  It is part of a culture of mid 1800's to early 1900's, for rich people to have the privledge of shopping Conspicuous consumption: Coined by Throstein Veblen  spending money on or acquiring luxury goods and services to publicly display economic power  Lets us show our social worth of wealthy classes .  The Nouveau Rich(New Rich) trying to show their wealth (Women's fashion: Wearing corsets mean you didnt have to work because it cuts off breathing, and gives nice body/visuals ) This is a conspicuous display of wealth retail spaces changed view of women as a gender, in a more liberated way. Ie Times square, it is familiar yet exotic. "Female Shopper" is disruptive to "respectable woman hood"  Later on, Women who were in search of amusement/employment would go to the square Flaneur: urban rambler/individual who wanders on their own, is a masculine perspective of the city and modernity  Masculine identity  in 19th century paris-this kind of person has movement htrough space, has time to stroll through town  This represents the urban person and is of a particular race/class/gender of person Flaneurs-the urban woman who is looking, writting about in the city  a new kind of woman  it was improper for women to walk around  They were called "street walkers" if they werent with a man or a chaperone  Public transport/certain towns werent good for women as there are laws against the women for using money Despite the rules imposed on women about walking around in public, dept. stores gave women freedom to shop Dept stores are not just an exchange of money and products Shopping becomes a social event, where you are having leisure outside of the home (like going to tea or movies) Pleasures of shopping is just a part of the whole of consuming Clip shown in class : Episode 2 of "The Paradise"  Setting is in a shop. The Manager gave every female customer a pink flaower(it is the emblem of the store)  A female employee proposes to have a contest in the store about who is the prettiest(of all customers)  This is to get women in the store  Basically one customer comes in and wants to buy everything but doesnt have enough money. So the owner says "let's record all things you bought and settle th
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