CS203 Lecture Notes - Lecture 6: Commodity Fetishism, Rogers Centre, Data Mining
12 Dec 2014
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Document Summary
The double mystification of commodity fetishism: 1, 2) Naturalization of work in exchange for money. Commodities mystify as they become the tool of communication between people. The social relationship between capital and labour. People become objects that are also objects that can be exchanged. How do audiences become commodities: the conceptualization of people as audiences are extracted and they are put into groups, audiences are commodities that are exchanged. Immanent commodification: the way that within the media product itself becomes another place where you can produce another commodity, being able to do data mining through facebook insta equfax etc, recursive way of things coming back on itself. Externalizing commodification: bottled water, air (the oxygen bars in toronto, taking things that have being left out of commodity exchange and making them into commodity exchange. Soap operas- women would listen while cleaning, used to advertise cleaning stuff.
