Tag Archives: commodification

Commodification and popular culture

In order to fully understand the extent to which popular culture today is commodified in comparison to previous eras it is essential to recognise the various developments of capital not as distinct phenomena, but as part of a continual process of accumulation, expansion and consequent abstraction. It is crucial to note, as David Harvey writes, that:

Capital is a process and not a thing. It is a process of reproduction of social life through commodity production, in which all of us in the advanced capitalist world are heavily implicated. Its internalised rules of operation are such as to ensure that it is a dynamic and revolutionary mode of social organization, restlessly and ceaselessly transforming the society within which it is embedded. The process masks and fetishizes, achieves growth through creative destruction, creates new wants and needs, exploits the capacity for human labour and desire, transforms spaces, and speeds up the pace of life.[1]

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John Lewis, art and advertising

With the recent hype surrounding the latest batch of Christmas-themed TV adverts, it is notable how their reception appears to have displaced ‘proper’ art. I have witnessed, on social media and elsewhere, more excitement, anticipation and discussion regarding these adverts (particularly the ubiquitous offering from John Lewis) than I have any film, TV show or song in recent memory. While this is not inherently a bad thing – it’s not that I’m precious about people paying more attention to advertising than capital ‘A’ Art – the way people are coaxed into venerating content that exists solely to extract money from them is rather sinister.

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