SOC 525 Lecture Notes - Lecture 3: Postfeminism, Conspicuous Consumption, Sut Jhally
29 Apr 2016
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Advertising (26, 28, 29, 30) (1) advertising & sut jhally (chapter 26) Advertising: a discourse through and about objects (p. 247). From denotation (told you facts about the product) (pre-1920s) to connotation (entices consumers, sells a lifestyle) Speed and fragmentation the intensity of contemporary advertising. The good life is immaterial (social relationships, love, community, belonging) The good life is outside of capitalism. Capitalism relies on the buying and selling of the material. Result: the selling of happiness through material goods. The material good life can never be achieved because that would mean an end to shopping. Selling stuff through feminism (post-feminism) 1990s- today. Shopping as an expression of financial freedom. Shopping as a means of social mobility: the gold digger". *** challenging and reinforcing notions of women"s dependency on men*** *** reinforcing men"s independence** (2) sex and the single girl (oulette, chapter 28)
