The Codes of Advertising : Fetishism and the Political Economy of Meaning in the Consumer Society
by
Sut Jhally
Book Details
Format
Paperback / Softback
ISBN-10
041590353X
ISBN-13
9780415903530
Publisher
Taylor & Francis Ltd
Imprint
Routledge
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Dec 12th, 1990
Print length
240 Pages
Weight
340 grams
Product Classification:
Communication studiesCultural studies
Ksh 7,950.00
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This work analyses the role played by advertising in the cultural economy of modern society, from both cultural and economic perspectives.
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.
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