readers notes 20

readers notes 20 - Reader's Notes: "The Social Form of...

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Reader’s Notes: “The Social Form of Napster: Cultivating the Paradox of Consumer Emancipation” Marcus Giesler and Mali Pohlmann Thesis: Marketers shape consumers’ tastes and desires by vesting brands with powerfully seductive meanings Social form of emancipation: operationally closed, self-referential and consumption-related social system, which, by social communication, is engaged in a permanent process of ensuring a social distinction between itself and its environment Consumer emancipation of consumption-related yet market-distanced social entities is developed and explored as a process conditioning communication about ideologies, meanings, norms, and values in the social form of emancipation Consumer emancipation is the reassurance of social difference through communication, and the implicit self-paradoxification of centering into the cultural crosshairs of the social form of emancipation those entities it wishes to distance from The process at napster creates the social form of emancipation as a space of
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This note was uploaded on 04/29/2008 for the course COMM 282 taught by Professor White during the Spring '08 term at Tulane.

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readers notes 20 - Reader's Notes: "The Social Form of...

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