迪肯代写assignment 文化产业

2020-07-03 17:17

伪个性是在“文化产业”理论中提出的一个概念,在这个理论中,个体被赋予了选择的错觉。这表明,文化产业掩盖了产品永恒的同一性,作为消费者,我们只是通过广告商使用不同的形象和口号,才给人原始产品的印象(Adorno & Horkheimer, 1979)。以流行文化和广告为例,智能手机就是一个伪个性的例子。iPhone、三星Galaxy、谷歌Pixel等智能手机都以创新和改进的承诺掩盖了千篇一律。智能手机是由大公司大量生产的产品,它们每年都会增加一些新的设计或功能。这些增加是为了让消费者不断地在公司的产品上花钱,同时也让他们觉得这个产品是独特的和必不可少的。伪个人主义声称,广告商在向我们出售一种独立感和选择感,这对我们的身份很重要。“只要菜单上有,你就可以拥有你想要的任何东西”(Adorno & Horkheimer, 1979)。不仅是我们相信我们可以选择在我们的选择,但我们也社会预定这些选择以及敦促认为随着时间的推移,我们实际上看到的产品从以前的模型大大升级。
迪肯代写assignment 文化产业
 Pseudo individuality is a concept addressed within the theory of the ‘culture industry’ where individuals are given the illusion of choice. It is suggested that the culture industry disguises the eternal sameness of products and as consumers we are only given the impression of an original product through advertisers use of different images and slogans (Adorno & Horkheimer, 1979). In the case of popular culture and advertisements, an example of pseudo individuality can be seen with smartphones. Smartphones such as the iPhone, Samsung Galaxy or Google Pixel, are all disguising uniformity and sameness with the promise of innovation and improvement. Smartphones are a product, mass-produced by large corporations who, each year, add a little new design or feature. These additions are made in the interest of getting the consumer to continuously spend money on the company’s products, while also satisfying them with the idea that this product is unique and essential. Pseudo-Individualism affirms that advertisers are selling us a sense of independence and choice that are significant to our identities, “you can have whatever you want as long as it is on the menu” (Adorno & Horkheimer, 1979). Not only are we made to believe that we have a choice in our selections, but we are also socially predetermined to make these choices as well as urged to think that over time, we are in fact seeing products that have drastically upgraded from the model that came before it.
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