CMNS 223 - Week 9

Cultural appropriation
Cool hunting

Transcript

1. A D V E R T I S I N G A S S O C I A L C O M M U N I C AT I O N w e e k n i n e
2. F E T I S H I Z AT I O N A social relation among things and a material relation among people Mainstream Counterculture
3. F E T I S H I Z AT I O N Counterculture: Organic, from the community, to the community. Both criminalized by mainstream (hip-hop, gamers, punk) and incorporated into mainstream culture. As countercultures are incorporated and integrated into the mainstream, they are also tamed, rendered safe for consumption. Magnification. Mainstream Counterculture Coolhunters MTV Influencers
4. F E T I S H I Z AT I O N Mainstream Counterculture A social relation among things and a material relation among people
5. YOUR ADS
10. GROUP EXERCI SE Split into groups of 3. Imagine yourself as a coolhunter. 1. Identify one brand 2. Identify the countercultural values, imaginaries and fantasies that the brand has coopted and incorporated. 3. Identify and analyze the channels through which these values are transferred from the liminal countercultural spaces to the mainstream. 4. Bonus point: analyze how the brand made counterculture safe for consumption. Mainstream Counterculture Channels
11. SEE YOU NEXT WEEK twitter.com/albertolusoli alusoli@sfu.ca Office hour: Mon + Wed, 12.30-13.20, room K-8661