By Adam Arvidsson
Drawing on wealthy empirical fabric, this revealing e-book builds up a severe concept, arguing that manufacturers became a big instrument for remodeling daily life into financial price. while branding life or price complexes onto their items, businesses imagine that customers wish items for his or her skill to offer intending to their lives. but, manufacturers actually have a key functionality inside managerial technique. analyzing the background of viewers and marketplace study, advertising inspiration and ads method; the 1st a part of this ebook lines the historic improvement of branding, while the second one half evaluates new media, modern administration and total media economics to provide the 1st systematic thought of manufacturers: the logo as a key establishment in details capitalism. It contains chapters on: intake advertising and marketing model administration on-line branding the logo as informational capital. Richly illustrated with case experiences from industry learn, advertisements, store monitors, cellphones, the net and digital businesses, this striking publication is key analyzing for college kids and researchers of the sociology of media, cultural reviews, advertisements and purchaser experiences and advertising.
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Additional info for Brands: Meaning and Value in Media Culture
The common availability of Media Culture as a General Intellect, and Consumption 35 the new forms of productive co-operation that it makes possible, mean that the productivity of consumers tends to exceed the programming efforts of marketing. As the following chapters will show, it is this excess productivity that brand management seeks to appropriate. Coda: mediatization and consumption Branded goods are experiential commodities. At least according to the marketing literature, it is how they make you Sense, Feel, Think, Act and Relate (Schmitt, 1999), that makes up the core of their use-value.
In order for that to happen two conditions must be met. First, goods need to be inscribed into (or ‘entangled’ into) the life-world of consumers. They need to present themselves as objects that make sense and that can be used with relative ease. Second, the complexity of consumer practices needs to be reduced so that production can be programmed and consumer agency valorized. Marketing is the management of this complex array of choices and decisions. As in the case of management, this practice presupposes information.
This is precisely the point of the Italian autonomists. Like Paolo Virno, they argue that: Marx completely identified the general intellect (or, knowledge as the principal productive force) with fixed capital, thus neglecting the instance when that same general intellect manifests itself on the contrary as living labour. This is precisely the decisive aspect today. The nexus between knowledge and production is not exhausted in the system of machines; rather it is necessarily articulated through concrete subjects.