Capitalism, Commodification And The Consumer Citizen

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Response paper #1: Capitalism, commodification and the consumer citizen The assigned readings offered us the opportunity to study capitalism, its theoretical basis, and its effect of modern societies, while taking into account its domination techniques and worldwide influence. Because cultural studies concern themselves with structures of power it is only logical for theorists like Hall, Boudrillard, Debord, Schor, Pieterse, and Gramsci, to immerse themselves in the dissection of this particular ideology and the way it affects and shapes humanity. The first given argument is that capitalism distracts us of reality, with “Procession of Simulacra” Boudrillard introduces the term “simulacra” to define how subjects of capitalism live in an imagined world of “simulation models” (Boudrillard 409). Capitalism is then a spectacle of epic proportions that sustains itself promoting the idea that it is the only socio-economical pathway to success and the only way of life that is conducive to society’s overall happiness. This spectacle, according to Debord’s “Commodity as Spectacle” becomes an instrument of unification (Debord 118). As an ideology that fosters social relations among people mediated by images, its world vision becomes objectified as the dominant way of social life. Gramsci’s “History of the Sub-altern Classes” contributes by introducing the concepts of dominant and subaltern groups, he theorizes the dominant group to manifest itself through intellectual and moral
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