This article proposes a critical perspectives on brands based on recent developments within Marxist thought. It argues that brands build on the immaterial labour of consumers: their ability to create an ethical surplus (a social bond, a shared experience, a common identity) through productive communication. This labour is generally free in the sense that it is both un-paid and more or less autonomous. Contemporary brand management consists in a series of techniques by means of which such free labor is managed so that it comes to produce desirable and valuable outcomes. By thus making productive communication unfold on the plateau of brands, the enhanced ability of the contemporary multitude to produce a common social world is exploited as a source of surplus value.
Brands. A critical perspective / A.E. Arvidsson. - In: JOURNAL OF CONSUMER CULTURE. - ISSN 1469-5405. - 5:2(2005), pp. 235-258.
|Titolo:||Brands. A critical perspective|
ARVIDSSON, ADAM ERIK (Primo)
|Parole Chiave:||Autonomous Marxism; Brands; Consumption; Critical theory; Multitude|
|Data di pubblicazione:||2005|
|Digital Object Identifier (DOI):||http://dx.doi.org/10.1177/1469540505053093|
|Appare nelle tipologie:||01 - Articolo su periodico|