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The codes of advertising : fetishism and the political economy of meaning in the consumer society

Author: Sut Jhally
Publisher: New York : St. Martin's Press, 1987.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
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  Read more...
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Document Type: Book
All Authors / Contributors: Sut Jhally
ISBN: 0312002114 9780312002114 041590353X 9780415903530
OCLC Number: 14098185
Description: ix, 225 pages : illustrations ; 23 cm
Contents: 1. Introduction: fundamentals and starting points ---
2. The fetishism of commodities: Marxism, anthropology, psychoanalysis ---
3. The valorization of consciousness: the political economy of symbolism ---
4. The codes of the audience ---
5. Advertising codes and fetishism: an empirical study ---
6. Conclusion: adverting, religion and the mediation of meaning.
Other Titles: Fetishism and the political economy of meaning in the consumer society
Responsibility: by Sut Jhally.

Abstract:

This work analyses the role played by advertising in the cultural economy of modern society, from both cultural and economic perspectives.  Read more...

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"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 Read more...

 
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