ANTH 3240 Lecture Notes - Lecture 3: Girl Power, Heteronormativity, Culture Industry
2 Nov 2011
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Stuart hall -the study of culture is a production and exchange of meanings between members of society and groups. Commodification - the assignment of a commercial value to something previously. Example - the pink ribbon for breast cancer. It commodifies the idea that you are supporting breast cancer causes just by purchasing something that has the ribbon on it. It has become an easier to swallow version of the original idea. Rachel fudge - when commodification occurs, the original political meaning of the object or idea is packaged into a consumer good which is then sold back to the population. Example - the commodification of feminism such as girl power , as seen in the media as the spice girls or other media figures promoting this idea. When something is commodified, it becomes more about individuals as opposed to grouping together to make a change. The institutions and structures of understanding that make heterosexuality seem coherent, normal and privileged.
