COMM 1100U Lecture Notes - Lecture 2: Commodification, Social Relation, Product Placement
13 Jun 2018
School
Department
Course
Professor
September 14th, 2017
COMM
Lecture 2
Key terms:
• Mode of production
• Value
• Audience commodity
• Hegemony
Marxism:
• The study of capitalism
it ast oodities that ee ke to apitalis, ut the eogaizatio of laou ad
social relation that were histoiall uiue hist et al, p
• What does it mean for our everyday life and how does it change over time?
• Most important: how capitalism changed what others understood about one another
and how it reorganized social relationships (social class)
• How different roles made a capitalism:
o Capitalist class (business owners)
o Working class (work in these institutions
These divisions are things that are socially constructed
Mode of production:
the a huas ogaize thei podutie elatioships ith the natural environment in order
suie ad epodue hist et al, p
• Maslos hieah of eeds
Marxist theory of base and superstructure:
• Foundation has influence on the structure being built on it
o Lower class, middle class, ect. Forms base for things needed to produce
o Superstructure – media, relationships, faith, culture and politics
Value:
• Use value: based on utility and usefulness
• Exchange value: based on what we feel something is worth
• Commodification: process of turning use value into exchange value (making something
valuable)
Value and commodities:
• Coodities ae at the sae tie ojets of utilit ad eaes of alue a dt i
hirst et al p 29)
• Symbolic value – what something means socially
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