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The Codes of Advertising: Fetishism and the Political Economy of Meaning in the Consumer Society de Sut Jhally

The Codes of Advertising: Fetishism and the Political Economy of Meaning in the Consumer Society

Autor Sut Jhally
en Limba Engleză Paperback – 12 dec 1990
This book examines the commercial speech of advertising as a cultural phenomenon whose social significance far exceeds its economic influence. Jhally argues that by selling viewing time to advertisers, television converts audiences into laborers who "work" for the media in the same way that workers do in a factory. By watching commercial messages on TV, viewers actively create symbolic meaning, but also generate profit for the media in return for the wage of entertainment.
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Specificații

ISBN-13: 9780415903530
ISBN-10: 041590353X
Pagini: 240
Dimensiuni: 156 x 234 x 14 mm
Greutate: 0.34 kg
Ediția:Revised
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Cuprins

1. Introduction: Fundamentals and Starting Points  2. The Fetishism of Commodities  3. The Valorisation of Consciousness  4. The Codes of the Audience  5. Advertising Codes and Fetishism  6. Conclusion: Advertising, Religion and the Mediation of Meaning

Notă biografică

Sut Jhally teaches at the University of Massachusetts at Amherst.

Recenzii

"presents a detailed analysis of the specific political economy of the commercial, examining the way that, during advertising time on television, meaning is not only being generated in the relation between people and commercial messages, but is framed by the valorization of that watching activity." -- Journal of Economic Literature

Descriere

This book examines the commercial speech of advertising as a cultural phenomenon whose social significance far exceeds its economic influence. Jhally argues that by selling viewing time to advertisers, television converts audiences into laborers who "work" for the media in the same way that workers do in a factory. By watching commercial messages on TV, viewers actively create symbolic meaning, but also generate profit for the media in return for the wage of entertainment. (First published in 1991.)