SMC305 Lecture 4.docx

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St. Michael's College Courses
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Jennifer Harris

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- Lecture 4: Capitalism and the Commodity Fetish - Yes, We Can - Speech following loss in the New Hampshire primary in 2008 - Set to music by - Video directed by Jesse Dylan - Obama lost in this primary - Catch phrase “yes, we can” - Associated with the Obama campaign - Released Feb. 2 2008 - 3 weeks 26 million people - Questions for Discussion - Message being conveyed by celebrities - What does use of celebrities do to message? - It attracts young people - Allows us to identify with celebrities - Unity with celebrities - Celebrities authorize Obama as celebrity himself - By engaging in this exercise (music video ad), when you advertise something you reduce it to a commodity, it commodifies the message you are trying to convey - Capitalism and Commodities - Kidd: can’t have popular culture without capitalism - Popular culture produces commodities - Mercantilism - Dutch East Asia Company (1602) - British East India Company (1600) - Hudson’s Bay Company (1670) - Earliest form of Capitalism, benefited from state interest in colonial expansion in the age of discovery - Industrial Revo
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