SMC103Y1 Lecture Notes - Lecture 4: Mass Production, Catchphrase, Mercantilism

34 views2 pages
Published on 30 Jan 2013
School
Course
- Lecture 4: Capitalism and the Commodity Fetish
- Yes, We Can
- Speech following loss in the New Hampshire primary in 2008
- Set to music by will.i.am
- Video directed by Jesse Dylan
- Obama lost in this primary
- Catch phrase “yes, we can”
- Associated with the Obama campaign
- Released Feb. 2nd 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 Revolution
- Dynamic
- Focus on manufacturing of goods
- Machines increase quantity of product
- Increased product allowed for increased wealth
- Cost: displaced from homes and had to work in slum factories
- Wealthy benefit from industrial capitalism, increase in middle class
- 20th Century Capitalism
- Fordism
- 1903 Ford motor company
- Miller: discusses Taylorism.. managerial technique, more money for workers but alienated
workers
- Mass production and alienated workers form foundation of consumerism society
- The Single-Family Home
- The Commodification of Culture
- Post-Fordism
- Commodity Fetus: Marx- power that commodities have in our culture
- Commodification and Consumption
- Fiske- thinks about popular culture as a mixed culture of domination and resistant, it is culture,
active process of generating and associating pleasures, both top down and bottom up
Unlock document

This preview shows half of the first page of the document.
Unlock all 2 pages and 3 million more documents.

Already have an account? Log in

Get OneClass Notes+

Unlimited access to class notes and textbook notes.

YearlyBest Value
75% OFF
$8 USD/m
Monthly
$30 USD/m
You will be charged $96 USD upfront and auto renewed at the end of each cycle. You may cancel anytime under Payment Settings. For more information, see our Terms and Privacy.
Payments are encrypted using 256-bit SSL. Powered by Stripe.