SOCI 1100 Lecture Notes - Lecture 7: Planned Obsolescence, Rolex, Commodity Fetishism

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Sociology #7: human needs: can be artificial. Become a part of mass consumption: by purchasing product you will have all you want. You are what you have and your social value is attached to the value of what you have i. e. a rolex watch gives you status: class hierarchy, can be more than class. If you don"t have the product than you"re a social loser: become emotionally or physically vulnerable, types of consumption, planned obsolescence, perceived obsolescence, commodity: consumed. What is not commodified: freely given, reciprocal, love, gifts, sexuality, human/natural rights, 24 x 7 x 365: no time off from consumption. Sleep has not yet been commodified: dreaming is not commodified, even though there are mattresses and sleeping pills, attempt to commodify, logo: how to advertise. Logo-ized: everywhere, times square: image saturated. Logo-ized: visual stimulation, main appeal, dominant image is logo. Commodified: the spectacle: hyper-intensive visual experience.

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