Sociology 2172A/B Chapter Notes -Antonio Gramsci, Soft Sell, Pessimism
9 Dec 2013
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An alien from another planet would describe our culture as dominated by belief in magic. R williams said advertising is a magic system where material things have an immense power of transformation. Where goods have incredible power and promise a lot in advertising. An anthropologist would point to the similarities between the consumer, culture and older societies. An economist would see the difference between the consumer culture and what came before. Industrial capitalism is very different than agriculture feudalism, the number of objects produce. A capitalist society is defined as an ability to produce an immense accumulation of commodities. Production, distribution and consumption (cycle of consumerism) how to convert the goods into money then back into production. Cycle of consumption created the advertising industry: recruit the best creative people in society. Never been a propaganda effort to match the advertisement effort. In the 1980"s the average person was exposed to 1500 commercial impressions a day.
