Captains Of Consciousness Advertising And The Social Roots Of The Consumer Culture: Advertising and the Social Roots of the Consumer Culture

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Basic Books, Aug 1, 2008 - Social Science - 416 pages
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Captains of Consciousness offers a historical look at the origins of the advertising industry and consumer society at the turn of the twentieth century. For this new edition Stuart Ewen, one of our foremost interpreters of popular culture, has written a new preface that considers the continuing influence of advertising and commercialism in contemporary life. Not limiting his critique strictly to consumers and the advertising culture that serves them, he provides a fascinating history of the ways in which business has refined its search for new consumers by ingratiating itself into Americans' everyday lives. A timely and still-fascinating critique of life in a consumer culture.
 

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Contents

Memoirs of a Commodity Fetishist
1
Advertising as Social Production
22
Shorter hours higher wages
23
Mobilizing the Instincts
31
Advertising Civilizing the Self
41
The Political Ideology of Consumption
49
Assembling a New World of Facts
51
Commercializing Expression
61
Industrialization and the Family Changing Modes of Survival
113
Radical Visions and the Transformation of Patriarchal Authority
125
The Family as Ground for Business Enterprise
131
Youth as an Industrial Ideal
139
Father The Patriarch as Wage Slave
151
Consumption and the Ideal of the New Woman
159
Consumption and Seduction
177
The Social Crisis of the Mass Culture
185

Advertisings Truth
69
Obliterating the Factory
77
Consumption and Social Change
81
Consumption A Partial Totality
103
Mom Dad and the Kids Toward a Modern Architecture of Daily Life
111
NOTES
221
BIBLIOGRAPHY
239
INDEX
249
Copyright

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About the author (2008)

Stewart Ewen is professor of media studies and chair of the Department of Communications at Hunter College. He is also a professor in the Ph.D. programs in history and sociology at the City University of New York Graduate Center. He is the author of the acclaimed Captains of Consciousness, Channels of Desire, and All Consuming Images, the last of which provided the basis for Bill Moyers’s award-winning PBS series The Public Mind. He lives in New York City.

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