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- Title
Publicidad y cultura: la comercialización de la protesta.
- Authors
Salvador i Peris, Pau
- Abstract
This article studies the mechanisms of absorption through which the system of consumption is able to assimilate antagonistic discourses and practices which earlier sought to defy its cultural hegemony. Consumer society is nourished by novelty and constant change in order for everything, in essence, to remain the same. This characteristic explains the use it makes of contradictory objects and symbols that are recontextualized to communicate different meanings. Capitalist bricolage serves to understand how different discourses are reordered to endow them with new meaning. Promotional culture is a privileged observation platform of forms of expression characteristic of different social groups. This is how a dialectical tension is manifested between old forms of expression now recycled into forms of mass consumption and the constant creative search for ways of cultural expressivity that endow the new forms of rebellion with meaning.
- Subjects
CONSUMPTION (Economics); ADVERTISING; COMMERCIALIZATION; CONSUMER behavior; CONSUMER attitudes; NOVELTY (Perception); CAPITALISM; PROMOTIONAL products
- Publication
Zer: Journal of Communication Studies / Revista de Estudios de Comunicacion / Komunikazio Ikasketen Aldizkaria, 2011, Vol 16, Issue 30, p267
- ISSN
1137-1102
- Publication type
Article