J 201 Chapter Notes - Chapter 9: Consumer Activism
6 Nov 2017
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Document Summary
Created out of interactions between cultural producers and consumers. To understand how brands work we need to pay attention to texts and their wider audiences markets. Brands are social processes meanings as well as social interactions between people of which those texts are a part of network capitalism. Branding is attuned to be the form of global network capitalism. Individuals use brands to communicate their statues and social hierarchy. Brands began to incorporate a critique of the mass consumer society into their claims. Advertising began to expose its own artifice. Promotion of consumption via a critique of consumer society. Brands began to invoke the popular idea of an empowered and savvy individual appeals consumer. Recognized organizations and societies were most productive when they encouraged themselves as advertisements - anti advertising freedom rather than critique cultural blueprints but as cultural resources. Premised upon the idea that brands will be more valuable if they are offered not as.
