VCC236H5 Lecture Notes - Lecture 8: Anthony Giddens, Motivation, Identity Management
8 May 2020
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Week 8: historical development of brands in consumer culture, production shifts that have changed the meaning of brands fordist to post-fordist production, self-branding and immaterial value. Advertisers orient themselves to sociological classifications of consumer categories and at the same time foster specific consumption packages". The project of the self becomes translated into one of the possession of desired goods and the pursuit of artificially framed styles of life (anthony giddens: giddens" personalized vs. commodified experience. The project of the self may become heavily commodified. Not just the lifestyles 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. In recent years, branding stopped attempting to discipline consumer taste directly and instead is working more indirectly to install defined and highly circumscribed sets of relations between products and services" and the consumers who use them.
