SOCI 3830 Lecture Notes - Lecture 4: Eminem, Tiger Woods, Sweatshop
Document Summary
Jean baudrillard is a 20th century sociologist, known to be the most prominent postmodern theorist. He founded the ideas of simulacra, which means copies of objects in which there is no original, and the concept of hyperreality, referring to a reality that has always been reproduced. He observed how home furnishing create environments that have a modern functionality, such as through kitchen sets , or a television set, and in reference to conspicuous consumption. He attributes symbols to the development of postmodernism which is readily seen in creative advertising. For example, the nike logo, or swoosh is known by almost everyone, but it has no specific meaning. The semiotics of swoosh indicates that it is multiple meanings, which are constructed by society. For example, the logo may represent large corporations, quality product, athleticism, status, and sweatshop labour. It is endorsed by such celebreties as michael jordan, tiger woods, and even eminem.
