Sociology 2275A/B Lecture Notes - Lecture 4: Consumerism, Jean Baudrillard, Commodity Fetishism
17 Jan 2017
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Exchange value: price you assign to something in the market place. Reification: turn relationships into things for sale and turn objects into humanized things. Sign exchange value: when you buy something as part of a system of object to show off your status: ex. Most claim their immune from the ideologies ads preach. Ads has social messages: selling you a type of society. Hegemony: a certain ideology rules our society: (cid:862)its good to (cid:271)e (cid:272)o(cid:374)su(cid:373)ers(cid:863) Legitimation ads: legitimate various social institutions feelings: beer legitimates fun. Social grammar: connecting ideas in a sentence: 1977-1990: were moving from predictable narratives to reflexive strategies. Political economy of sign values: economic system where ads promote levels of status: co(cid:374)su(cid:373)eris(cid:373) is(cid:374)"t just a(cid:271)le use or pri(cid:272)e, its a(cid:271)out how we trade signs with each other. Ex. ipod: could just be framed as a good mp3 player, but instead its given a special quality, you buy it because of its sign exchange value.
