By Martyn J. Lee
Lee brings jointly the discourses of political economic climate and cultural reports to be able to make clear our social events. Lee sees the commodity because the important touchstone at the back of either research of the economic system and tradition.
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Extra resources for Consumer Culture Reborn: The Cultural Politics of Consumption
Such fantasies are conjured up in the highly aestheticised and seductive imagery and packaging of advertising and commercial product design. John Berger (1972), for example, specifies the powerful and often overwhelming imagery and language of sexuality, power, guilt, envy and, above all, glamour as the key discursive fields for such contextualisation. Advertising, argues Berger, has created an enormous fissure between the reality of the product’s production (and the social relations embodied therein) and the fantastic ideology which surrounds the product in its publicity.
Arguing that cultural practices cannot be reduced merely to the symbolic reflection of economic conditions, the concept of habitus allows Bourdieu the theoretical space necessary to account for the diverse patterns of cultural Consumer culture reborn 44 classification which exist not only between different social classes, but also in those instances of cultural difference occurring between social groupings who share exactly the same economic class position. This means that just as economic relations express networks of power, which can be quantified in economic capital, then so too do cultural relations express the differential levels of learned and empowering competences, or cultural capital, as these are relatively distributed throughout the social field.
On the contrary, the investment of a substantial sum of capital into the market positioning of the commodity has surely stamped itself onto its surface as something not easily ignored. But the marks of production are not indelible, are not an insoluble power that completely regulates the meanings and symbolic values that commodities are permitted to acquire throughout their life as cultural objects. Although, in its guise as an object of lived culture, the commodity is by no means symbolically fluid, it is certainly symbolically malleable and thus able to assume a variety of meanings and significations according to the contexts of its use and the cultural competences of its users.
Consumer Culture Reborn: The Cultural Politics of Consumption by Martyn J. Lee
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