April 1 Consumer Culture

April 1 Consumer Culture - Consumer Culture April 1 2008...

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Consumer Culture April 1 2008
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The manufacturing of Desire Overview Consumer society Commodity Culture Reaching Consumers/Branding Marketing Difference/belonging Bricoloage/counter bricoaloage
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Consumer Society Surrounded by an over abundance of goods Separated from the means of production Family and work – separate spheres Meaning derived from consumption “Therapeutic Culture” (leisure, pleasure, and fulfillment of needs) Society mediated through consumer practices ( consumption becomes a proxy for other forms of cohesive social agency)
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Commodity Culture Who we are gets constructed through our consumption and use of commodities Lifestyles – brands – logos Commodity Fetishism – items get imbued with meanings (separated from production). A system of mystification establishing commodity status
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Commodity Fetishism Reification (Frankfurt School). How do products get imbued with significance?
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April 1 Consumer Culture - Consumer Culture April 1 2008...

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