By Stuart Ewen
Captains of awareness deals a ancient examine the origins of the ads and client society on the flip of the 20 th century. For this re-creation Stuart Ewen, one among our best interpreters of pop culture, has written a brand new preface that considers the continued effect of ads and commercialism in modern existence. now not proscribing his critique strictly to shoppers and the ads tradition that serves them, he offers a desirable heritage of the ways that enterprise has sophisticated its look for new shoppers through ingratiating itself into Americans' daily lives. A well timed and still-fascinating critique of lifestyles in a shopper culture.</Div>
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Extra resources for Captains Of Consciousness Advertising And The Social Roots Of The Consumer Culture
While Ford stubbornly h eld to the notion that "the work and the work alone con trols us;"7 others i n the automobile industry8 and , ( for our pur poses) more im portan tl y , ideologues of mass in dustry ou tside of the auto industry viewed the strategy of production in far broader social terms. Before mass production , industry had produced for a limited , large ly m iddle- and upper-class market. With a bu rgeoning productive capacity, i n d ustry now req uired an eq uiva len t increase in poten tial consu mers of its g'oods.
Along the other, which eulo gizes the pleasures and routines of media reception, a way of seeing has emerged that confuses individual interpretations of media "texts" with the exercise of creative freedom. At day's end, both roads retreat from the notion of informed public discussion as a fundamental democratic objective. My intellectual and creative ventures, as well as my concerns with contemporary media scholarship, are mirrored in my undergraduate and graduate teaching. In both arenas I work to couple thoughtful social analysis with assignments designed to hone student s' capacity to communicate ideas eloquently and publicly using a variety of media.
With a bu rgeoning productive capacity, i n d ustry now req uired an eq uiva len t increase in poten tial consu mers of its g'oods. "Scie n t i fi c production prom ised to make the con ven tional notion of the self-reliant prod ucer/consumer anachro n istic. "9 The mechanism of mass production could not fu nc tion u n less markets became more dynamic , growin g horizon tally ( nationally) , vertically ( i n to social classes "Shorter hours, higher wages . . " I 25 not previously among the consu mers) and ideologically.