Thursday, 26 January 2012

Lecture 8 : Jean Baudrillard and Postmodernism

The exchange relation, is judged on use value, the exchange of committees is determined by use value. The evolution of the monetary system,m through trading with others, making our relationship with the world in direct.

Labor is what connects us with the land. Under capitalism a workers labor becomes a commodity. Marx describes how the worker becomes a product of his labor, alienation, exploiting of the worker through his labor. When people produce goods for the market they are not judged by their usefulness but for the ability to generate exchange. Peoples labor also becomes a commodity to be bought and sold for exchange.

John Berger-'Publicity is not merley an assembly of competing messages, it is a language in itself to make the same general proposal, publicity as a system only makes a single proposal, changing ourselves and making ourselves better by buying more.

-Advertisments seek to adress consumer desires, rather than expressing how a product may be useful to us.

-Advertisements, translate facts about a product, sugar coating information to appeal to different classes and audiences. Products start to take on human characteristics, In a sense buying the product we expect to displace this characteristic onto the product building on the status we are buying into.

Baudrillard claims that advertising codes products through symbols to differentiate products from others, this effect transfers its meaning to the individual consumer.

The department stores- The primary landscape of affluence. The consumer desire for abundance is represented in the department store. Products are arranged so that we can distinguish from product to product by usefulness and need. Through exposure to advertising in these environments we are all made to desire in the same way. Products arranged in a certain matter are similar to the layout of signs, words are only meaningful as part of a wider language.

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