VCC236H5 Lecture Notes - Lecture 7: Millennials, Media Culture, Brand Management
10 Dec 2017
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Week 8: historical development of brands in consumer culture, production shifts that have changed the meaning of brands (cid:862)fo(cid:396)dist(cid:863) to (cid:862)post-fo(cid:396)dist(cid:863) production, self-branding and immaterial value. The self as a commodity (cid:862)ad(cid:448)e(cid:396)tise(cid:396)s o(cid:396)ie(cid:374)t the(cid:373)sel(cid:448)es to so(cid:272)iologi(cid:272)al (cid:272)lassifi(cid:272)atio(cid:374)s of (cid:272)o(cid:374)su(cid:373)e(cid:396) (cid:272)atego(cid:396)ies a(cid:374)d at the sa(cid:373)e ti(cid:373)e foste(cid:396) spe(cid:272)ifi(cid:272) (cid:272)o(cid:374)su(cid:373)ptio(cid:374) (cid:858)pa(cid:272)kages(cid:859). Not just the lifest(cid:455)les but the self-actualization is packaged and distributed according to market criteria. Self help books stand in a precarious position with regard to the commodified production of self-actualization. Branding does this by constructing a particular ambience, comprised of sensibilities and values, which many then (cid:272)o(cid:374)ditio(cid:374) (cid:272)o(cid:374)su(cid:373)e(cid:396) (cid:271)eha(cid:448)iou(cid:396)(cid:863) (cid:894)hea(cid:396)(cid:374)(cid:895: ex. But it begins with the term (cid:858)(cid:373)ate(cid:396)ial (cid:272)ultu(cid:396)e(cid:859) and not simply consumer culture for a number of reasons. Immateriality and labour: online world requires immaterial kind of labour. Immaterial labour takes place both inside and outside organization: the (cid:858)(cid:272)(cid:455)(cid:272)le of i(cid:373)(cid:373)ate(cid:396)ial p(cid:396)odu(cid:272)tio(cid:374)(cid:859) p(cid:396)esupposes the e(cid:454)iste(cid:374)(cid:272)e of a (cid:858)so(cid:272)ialized a(cid:374)d auto(cid:374)o(cid:373)ous la(cid:271)ou(cid:396) fo(cid:396)(cid:272)e(cid:859) that (cid:272)a(cid:374) (cid:271)e d(cid:396)a(cid:449)(cid:374) upo(cid:374) (cid:894)lazza(cid:396)ato(cid:895, ex.
