The Codes of Advertising

Fetishism and the Political Economy of Meaning in the Consumer Society
1. Auflage 2016
ISBN: 978-1-138-14527-6
Verlag: Taylor & Francis

Buch, Englisch, 240 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 513 g

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.

Autoren/Hrsg.

Jhally, Sut

Fachgebiete

• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Mediensoziologie
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Medienwissenschaften

Inhaltsverzeichnis

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

Über Autor(innen)

Sut Jhally teaches at the University of Massachusetts at Amherst.