CMS2010 Manufacturing Culture: Culture as Global Industries

1
CMS2010 Manufacturing Culture Culture as Global
Industries

• Semester 2. 2005
• Week 14

2

• Learning outcomes
• Apply the knowledge learnt in modules 1 4 to a
  case study of marketing
• Demonstrate where marketing fits into the
  Circuit of Culture
• Explain the term moment of articulation
• Discuss the role played by marketing in the shift
  from Fordist to more flexible form s of
  production
• Explain how marketing campaigns are constructed
  and enacted
• critically analyse the concepts of postmodernism
  and promotional culture.

3
Introduction

• Increased importance of marketing in Western
  Culture
• Proliferation of production in Late Capitalist
  society
• Number and diversity of consumers
• moment of circulation where production becomes
  articulated with consumption and consumption
  drawn back into the process of production.
• Cultural shifts from mass production (Fordism) to
  flexible production. (Flexible specialisation.
• We look at Baudrillard and Wernick
• case studies

4
Marketing and the circuit of culture

• Culture is a process
• cultural production related to identity, to
  representation and to consumption.
• Marketing links producers and consumers
• through advertising
• through market research
• marketing affects design and packaging
• Sells product to market but also feedback to
  producer

5
Jean Baudrillard

• states that human to product relationships have
  become more important than human to human
  relationships.
• Modern production and ,marketing has led to a
  focus upon the sign value as opposed to use value
  of goods and services. (cultural meaning over
  practical utility)
• Logic of consumerism refers to the need to
  consume over practical reasons to own.
• Does consumption bring meaning? Marketing
  creates a need, but we never fully permanently
  satisfy it, so the cycle of consumption
  continues.
• One theorist (Ake Dawn) argues that exercising
  consumption is one area that gives meaning
  because it exercises one of the few freedoms we
  have, which is what we spend our money on.

6
Andrew Wernick

• Wernick discusses promotional culture
• Goods (and services) promote themselves and other
  goods (and services).
• For example a TV show promotes itself and other
  products.
• Even in a general sense, goods make themselves
  attractive and having purchased them that
  reinforces consumption.
• Wernick notes common channels for information,
  entertainment and advertising.
• The media
• promotional commercial cultural goods (ads,
  promos)
• entertainment
• public information
• Promotional discourses have contaminated other
  non-promotional discourses.
• promotional logic permeates everything.

7
Comparing Fordism and Flexible specialisation

• Marketing practices are quite different
• Flexible specialisation pays much more attention
  to consumer
• Increased importance of marketing and advertising

8
Conclusion

• Looked at place of marketing in contemporary
  culture
• built on what weve done in earlier modules
• Look at historical changes
• Look at examples such as the reading on how
  Coca-Cola adapted its marketing for a skeptical
  market READING 10.1

9
Readings for module 10

• DuGay Chapter 4 pp 179-94 plus DuGay reading A,
  by Wernick
• Selected Readings
• 10.1 Myers Global marketing in the new
  Hollywood