[...]> to be consumed)
distancing of one's own gaze from one's own body to view one's self and scrutinize one's own images
--> ***fashion becomes the metaphor for culture***


5- [*]juxtaposition of anything with anything (its name?)
•opposing emotions: love & hate, contempt & annotation
•opposing cognitions: belief & doubt, reverence & ridicule
--> in advertisement a product is simultaneously made fun of and prompted, or making credibility by discrediting advertising
*high art and mundane consumption*
}<== growing acceptance of *doublethink* (~=? double bond) : the metagame of playing along as if the rules are what they seem on the surface while having the knowledge the rules of the game played are quite different from what that appear to be
•in advertisement: the consumer thinks while other people are persuaded, they themselves are not
•in politics: the consumers (voters) listen as if the politicians are espousing genuinely personal views
•in media: stating the role of the polls + reflecting the politicians view with utmost seriousness
•ethnic restaurants --> delicious life styles of which food is just a manifestation --> **simulated adventure in a theatrical society**
•
}--> the postmodern consumer does not judge the experience from a foundational perspective
*it recognizes only difference*, only fragments (=/= inequality, conflict)

anything is at once acceptable and suspect ( مجاز majaz)

*juxtaposition of opposites ==> total irony + ambiguity --> pastiche*

marketing --> *incorporation: pulling the contradictory (country cultural) movements into market economy : emptying expressions (music, fashion) of rebellion (for example punk) of their content ==> commodities them

society historical process is affairs through politics and social relations --✕--> market mediates social conflicts (for example the content and the looks of news program in VOX news)

*marketization (of politics): the possibility of representing them through electronically manipulated images (for example USA's 1991 gulf war was run more as a marketing campaign)
~=> *management of consent*

“authentic” traditional cultures in order to survive have to become marketable --> touristic attractions

•marketing taking the center stage in most western institutions
•market = locus (dominant mediator) of legitimation


marketing: a cultural process representing the post-


transnational (corporation) : postmodern cultural change agent


in traditional world of commerce ‘commercial space & time =/= programming space & time’

modernist vacuum created by obsolete notions of what is good or bad (sacred or profane) --> filled by marketing (enters --into--> culture)


fragmentation ==require==> use of many different styles and forms

(ideas and movements which already have made) sensational impact --> spectacle --> commodities


(marketing helped in entrenching) artist selebrity setting new trends and values <-- a postmodern phenomena with its roots in 1960s “anti-” movements
•not challenging or endorsing or committing to any one style, but rebelling by doing “one's own thing” (Madonna's rebellion 1991 --> she will continue to find large audiences as long as she represents and combines the postmodern aspects of critique of the metanarrative and the marketable commercial sensationalism of the fragmented spectacle)

paradoxical nature of postmodern culture <-- fragmentation and discontinuity of their experience
not owning a TV (conscious rejection) + driving a car (integrated into mainstream)


merging of education and marketing
*televisual generation*
(in north america and western europe) the education is taking place mostly outside of three classroom

(modern) institutionalized education --> (postmodern) marketing system : the individual of the postmodern encounters the institutionalized education as obligation, drudgery, and the means to achieve positions

(from) a process of reading issues and questions for exploration --to--> a process of persuasively communicating the necessities of knowing (and following efficient ways of doing things) --> literacy: being able to manipulate and construct (recognize and grasp multi-layered multi-faceted multi-media images --> to impress upon all senses) }<-- marketing is best situated to educate this
[-can a true critical deconstruction of postmodernism start from literacy? ---> go to telegram bestiary text]


***the consumer is also a signifier***
(constructed in the images that are culturally signified, for example the female)
(even metaphorically) putting somebody on the pedestal (stage) ==> exposure to voyeuristic gaze ==> objectification ~=> commodification }--Baudrillard-->
•a liberation (the subject is the object which has the powers of seduction as the focus of desire --> in control)
•a loss of freedom (the subject is culturally signified and constructed for fonctions determined outside its own power --> a property of the other)

*decoupling of culturally signified categories (of gender, etc.)* --marketing--> (postmodern stance and trend:) male model/actors who represent emotional, nurturing, and sensitive + female model/actors who represent aggressive, powerful, rational (in American advertisement and TV series)
==> “i shop, therefore i am” becomes applicable to men
==> both men and women become ideal consumers --> flourish of market exchange

* * (both male and female) seek authentic self --> (get caught up in) objectification + fragmentation * *

pattern quest: imaging (representing) =/= being, knowing

[image marketing]
*the image does not represent the product, but the product represents the image* -->
•consumers are essentially consumers of symbols
•consumption culture = construction of symbolic environment
}==> tourism as the largest industry in the world (translate your culture images into marketable products ~= consumer fetishes) --> *global culturalism*

[manipulation of symbols]
(from) ethical issue (modern) --to--> stylistic issue (phenomenological, postmodern)

[*]globalization: (create fragmented heterogenized market -->) serve the locals with global universal signs
--> transnational: a highly symbolic communication system that is timeless, contextless, diffused in space, located anonymously, with no known history


marketing is the first institution that adapt to postmodernism

...................................

consumer (--impulse--> “i want”) =/= citizen (“we need”)

Sunstein
consumer sovereignty (matters of personal taste, “are they getting what they want?”, ‘freedom: satisfaction of private preferences’, ) =/= political sovereignty (*government by discussion* + reason-giving in the public domain <-- many/most citizens should have a range of common experiences =/= filtering of information, customizing information to fit)

**unplanned unanticipated encounters <-- central to democracy**

(pseudo-democratic) participation interactivity : invitation to participate in one's own manipulation by providing increasingly detailed information about personal preferences (Andrejevic, noted by Hubert)

...................................

*misattunement:
--Stern--> a parental technique for modifying the behaviour (+ affective experience) of the child
--Ahmed--> being out of synch with a world (“of whiteness” that aims to be in harmony)

*attunement: a technique for occupying space
---> go to #integration {for Ahmed: becoming a citizen (= nationalism) ~= the work of attunement =/= stranger: the body we are not with}

clumsiness: being in the way of yourself (to lack the coordination to coordinate yourself with yourself)
--registers--> as the loss of a possibility

(in art, performed clumsiness as strategically antagonistic?)

(Ahmed's) emotional work: closing the gap between ‘how one does feel’ and ‘how one should feel’ <-- a labour (when) is successful, it disappears as labour

how flight attendants (and teachers?) become responsible for collective moods --Hochschild--> ability to preserve the mood of a situation requires working not only on feelings, but drawing on tactic knowledge about how moods are shap[...]