Media, Information and Technoculture 3207F/G Lecture 4: Lecture 4

• School: Western University
• Department: Media, Information and Technoculture
• Course: Media, Information and Technoculture 3207F/G
• Professor: Selma Purac

Document Summary

Lecture 4: mini-me branded babies and the ethics of economic. Babies are depicted as having needs, wants, opinions, thoughts, preferences: ex: joh(cid:374)so(cid:374)"s ad. Forming a relationship through consumption, buying into the brand, babies as mature subjects. Plays off parental anxieties (i. e. (cid:271)ei(cid:374)g a (cid:862)good e(cid:374)ough pare(cid:374)t(cid:863) consuming will increase parental qualities) Uses the reading sjoberg: the idea of a(cid:374)gel i(cid:374)fa(cid:374)ts (cid:449)orki(cid:374)g as (cid:862)lo(cid:271)(cid:271)(cid:455)ists for (cid:272)o(cid:374)su(cid:373)ptio(cid:374)(cid:863) + consumer socialization into parenthood: ex: huggies (cid:862)meet the (cid:395)ui(cid:396)(cid:373)e(cid:396)s(cid:863) The idea of a super consumer entity: the mom + the child working as one consumer. The produ(cid:272)t (cid:449)ill (cid:373)ake the (cid:373)other"s life easier + (cid:373)ake the (cid:271)a(cid:271)(cid:455) happ(cid:455) Targets the millennial mom: in constant need of making their lives easier: ex: huggies (cid:862)little mo(cid:448)e(cid:396)s(cid:863) (a focus on the voice) The (cid:271)a(cid:271)(cid:455)"s desires are being told to the parents. (cid:862)the (cid:374)ag fa(cid:272)to(cid:396)(cid:863) the auto(cid:374)o(cid:373)ous (cid:374)aggi(cid:374)g (cid:271)a(cid:271)(cid:455) uses his (cid:448)oi(cid:272)e to de(cid:373)a(cid:374)d his pare(cid:374)t"s.