Chapter 5: Economic Theory, Marxism, and Material Culture

1. objects/ possesions
   1. brand
   2. shopping
   3. attachment to possessions

1. economic & psychological theories explain the role of capitalism in the modern world
2. alienation: a separation or estrangement of man's true nature from the sense of self
3. Tenets

   Anmerkungen:

   • 1. needs are not real but artificially imposed upon people by advertising that tries to convince that buying means happiness 2. people are alienated because the work is external (work = making money to live)  3. objects & artifacts are signifiers of the alienation & estrangement

1. classes: bourgeoisie & proletariat
2. false consciousness doctrine
3. unequal distribution of goods

1. Advertising - the main engine of consumer culture in capitalist societies. It is a merchandizing tool and the industry. It gives objects their valuation (Henri Lefebvre)
2. Immediate goal: to sell artifacts & products. Long-term goal: to turn people's attention away from exploitation & justify the existence of a capitalist economic system.

1. Ultimate goal: an enhanced sense of self; to excel neighbors to attain heightened self-evaluation.
2. Functional analysis - objects' function to indicate & enhance status

1. worldly Protestant asceticism
2. Protestant ethics justifies consumption.
3. Divine Providence justifies the unequal distribution of wealth .

1. clothing
2. new models of artifacts
3. women's fashion consciousness

1. the impact of mass production on objects
2. aura = authenticity

1. Tenets

   Anmerkungen:

   • 1. Overarching metaphysical systems of belief are not important any more. 2. no boundaries between elite & popular cultures and between original works of art & reproductions/ imitations. Authenticity is not important. 3. Contemporary American culture is postmodern with mixed styles.

1. Publicity is about social relations, not objects

Anmerkungen:

• Artifacts - objects showing human workmanship. Human labor - labor that involves designing, manufacturing, transporting, advertising, and selling objects.