The Speech of Goods Cover Image

Govor robe
The Speech of Goods

Author(s): Veljko Žvan
Subject(s): Philosophy, Media studies, Communication studies, Theory of Communication, Socio-Economic Research, Philosophy of History
Published by: Centar za filozofiju medija i mediološka istraživanja
Keywords: ad; commodity; brand; medium; demand; manipulation;

Summary/Abstract: The fact that all mass media, all communication channels, are clogged with advertising messages, raises many questions – e.g., what is the purpose of advertising and media presence? Is a medium efficient manipulative tool subjected to the interest of capital bought by the same medium with an ad? Critical analysis of some of the works of prominent thinkers who tackled those questions from a different standpoints, Marcuse and McLuhan, we come to a perspective that a medium should be regarded as commodity; goods with many specific features. It also should be a communication tool for other goods. Relying on Marx's analysis of fetish character of commodity in his work „Das Kapital“, we show that an ad actually communicates that what had long been established by production of goods, but it does that in a more open and subtle way.The conclusion is that ads do not create demand for goods and consumption, but it is the other way around – goods and production of goods creates advertising.

  • Issue Year: 1/2012
  • Issue No: 1
  • Page Range: 69-78
  • Page Count: 10
  • Language: Croatian