Interpretability and social power, or, why postmodern advertising works

Article Abstract:

An explanation is provided on why postmodern advertising works with reference to the political economy of postmodern capitalism and by developing the concept of interpretive power. It is concluded that a postmodern media culture that relies more and more on the interpretive communicative competence of its addresses suggests both greater potential power for cultural commodification as well as greater potential resistance.

Analysis, Modernism, Advertising media

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Advertising citizenship: an essay on the performative power of consumer culture

Article Abstract:

The development of consumer culture is an underutilized means of creating civic capital, or that which improves a community's productivity. The modernist dichotomy between citizenship and consumerism cannot be maintained because of the prevalence of advertising media and messages. The prominence of advertising and its importance in shaping public opinion have linked the roles of consumer and citizen.

Advertising, Political aspects, Consumer behavior, Citizenship

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From 'Twin Peaks,' USA, to lesser peaks, UK: building the postmodern TV audience

Article Abstract:

Maximizing the television audience in a competitive market has become more important in British television than the worth of the programming itself. The types of programs offered are established through aggregate means, which groups viewers into certain categories that may enjoy the same types of programs. This approach provides a wider audience for the programs offered.

United Kingdom, Television programs, Information services, Target marketing

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