For my stage three project I have decided to study the unethical issues that surround marketing in contemporary society. My interest in this topic has developed due to the fact that I recently applied, and was accepted, to a postgraduate course at Lancaster University in ‘Management and Marketing.’ The application required a personal statement, and it was through this requirement that I began to consider how I could link my philosophical background to a management and marketing application. In researching the course I became aware that one of the taught modules was ‘understanding business ethics’, as a result I decided to focus on business ethics for my project. The area of business ethics that I am going to concentrate on is marketing ethics. My aim in this project is to give a detailed discussion into the various marketing techniques apparent in contemporary society, through this discussion I aim to establish certain ethical pitfalls that marketing schemes slip into. Within this investigation I will concentrate on two areas, false and deceptive marketing and selective marketing. Thinkers: Karl Marx and Theodor Adorno. I believe both are ideal for my project as both of their thoughts relate to a critique of capitalism. I shall begin with Karl Marx and his notion of commodity fetishism, in doing this I will concentrate on his work entitled ‘The fetishism of commodities and the secret thereof’. This will lay the foundations from which I will introduce the thoughts of Theodor Adorno and his work on the culture industry, and the deceptive qualities of mass culture.
Category: Stage 3
Object/Territory: The James Webb Space Telescope / The impact of the advancement of scientific knowledge. Aim: To investigate the differences between types of knowledge. Comparisons: • William Paley’s Watchmaker Analogy vs. The Existence of Dark Matter and Dark Energy • Thomas Aquinas’ First Cause Vs The Big Bang Theory. C.P. Snow: Two cultures know little or nothing about each other. Communication is difficult if not impossible. No common ground to achieve creative chances. Thomas Kuhn: Encompassing Vs Overthrowing. Isaiah Berlin: Growing tension, path to progress, elitist view of science, defence by Vico, new form of science. Jean-François Lyotard: Correspondence theory of truth. Language Games. Truth. Progress. Problem justifying scientific knowledge. God of the Gaps. In conclusion the distinction we have made between science and other forms of knowledge leaves us at a disadvantage. Both forms of knowledge are needed for us to gain true knowledge about our world.
That which mankind has called war throughout the ages has become a very different phenomenon to what it once was; in our day and age we find ourselves part of a world continuously in conflict, but the very fact that we know this is due to the scope and depth of the information which has been compiled and disseminated by the media. This project will focus on how war, and in particular the very nature of our understanding and views governing it, has been inexorably changed with the advent of advanced information technologies. Paying specific attention to the means of its dissemination and the techniques and methods involved in this process, I will discuss how information, the very stuff of which our truths and ideas are composed of, and its constant manipulation not only affect our views on war and the societies which it involves, but also those of the entirety of our working geopolitical structure. I will focus mainly on late-twentieth to early twenty-first century U.S. warfare, explaining certain practices and decisions implemented by Americans as a whole, keeping these in line with the aims and context of my inquiry. I have chosen to apply Foucault’s ideas on genealogy as the central methodology upon which this inquiry will be constructed as I believe it to be not only pertinent and applicable to the subject matter, but more rigorous and conducive to the production of truth necessary to its competent investigation than any traditional historical method. Although I deviate slightly from the “traditional” foucaultian understanding of genealogy, choosing to rely heavily on statistics gathered through the process of polling and information distributed through newspaper, journal, and magazine articles instead of using mainly primary accounts, I believe my adaptation to his methodology to both ground my study in the temporal contexts which I analyze and complement my work and its search for interruptions within the context of political history, war, and technology. I will also draw heavily upon other concepts previously explored by Foucault to better explain my own views, with specific attention paid to the natures of truth and power; I will then adapt these ideas in such a manner as to allow for further elaboration of certain ideas essential to the development of my thesis which I will address later on in this work. In order to achieve a more in-depth understanding of the subject, I will juxtapose the philosophy of power and right of Thomas Hobbes, the ideas of which I argue to be outdated and now completely at odds with the realities of modern global, and especially American, politics, against that of Paul Virilio; a large portion of this investigation will deal with some of the more prominent ideas ascribed to this contemporary thinker, as I will seek to explain parts of his analysis of the first Gulf War through an inquiry of the media’s effect on the American, and indeed global, populace within this context. I will then conclude by condensing different aspects of both Foucault’s and Virilio’s theories into a single, working thesis.
This project investigates social mobility in Britain within the last 20 years, and after finding Britain to be socially immobile looks into the role that education has within making Britain immobile. The education system is then evaluated to explore the possibility of education having a causative role in forming an immobile society. A common underlying factor in education’s role within an immobile society is a poor level of aspiration among the lower classes. I then look at the possible role British media has to play in forming poor levels of aspiration under the theories of the culture industry from Adorno and Horkheimer, and Vattimo’s ethics of provenance , which is transposed onto the issue of false consciousness and Marxist ideologies. This project uses government figures to show that Britain is immobile; that the education system plays a key role within immobility, and that media is responsible for breeding students with low levels of aspiration. This, when explored with Adorno and Horkheimer’s views on the culture industry, shows that mass media deceives its consumers in order to keep the bourgeois’ advantage over the lower classes and reinforce Britain’s immobility throughout the generations by depicting mobility as unlikely within the media. This is backed up by figures which show that class and the media consumed is closely linked so the elite few in charge of the majority of media consumed by the masses can install a false consciousness in which it promises mobility to the lower classes whilst never having an intention of delivering it.
Object: Witches. Setting: 16th/17th century Europe, the height of the witch persecutions. Context: Rationality. How it is irrational to believe in witchcraft now, yet it was perfectly rational just a few hundred years ago. Aim: The aim of my project is to investigate the concept of the progressiveness of rationality; whether we can ever say that our rationality, and what is logical, is getting more sophisticated, and more correspondent to the truth. Whether we can say that our current denial of the physical reality of witchcraft is more superior to the 16th century affirmation of it. Method: In my project, I have first examined the ‘witch craze’ in detail, considering some significant points it highlights on the concept of progressive rationality. I have then examined philosophical opinions to support my findings. Philosophers: The main philosophers I have used are Kuhn and Foucault, who do not think a linear progression of rationality is possible. I have also looked at Lyotard and Kant, who do think progression occurs.
When discussing travelling, it is very common for people to say they are going to ‘find themselves’, this idea has inspired me to philosophically explore the extent to which we discover more about ourselves when we go travelling. To supplement my discussion I have drawn upon my own experiences of travelling, especially my recent University Exchange trip to the University of Vermont, America.
One of the books I have studied is “The Art of Travel” by Alain de Botton, he explains several aspects of travelling such as the curiosity and expectations we have of somewhere and the feeling of surprise or disappointment we get when we arrive. He also finds interest in the ways we travel, such as the mystery of aeroplanes flying, or the “poetry” of a service station on the M25. He suggests that the reason we travel and have a desire to wander the earth without reference to a particular destination, is because we want to escape the confinement of the ordinary, rooted world.
To accompany Alain De Botton’s theory, I’ve also had a look at Sartre’s phenomenology, as he argues that our consciousness constructs our ego. He explains that our experiences are transparent and are shaped by the state we are in and our disposition at the time. The ego is the last factor in our consciousness, and we only really acknowledge it when we reflect on things.
This means that essentially our consciousness is really free, and I think this is the key to understanding how and why our experiences change us. New experiences challenge our preconceptions about things, and therefore affect our ego. Sartre explains that a conception of something is given as a whole idea, where as when we perceive something it is given in profiles, it is broken down into individual aspects. If you apply this to travelling, we can have a conception of a place, and a general idea of what it might be like, but when we arrive we are often surprised by the many different things we observe. As our understanding of a place changes, our perception of ourselves changes too.
Territory: Braveheart the 1995 film by Mel Gibson. Focus: William Wallace: I *am* William Wallace! And I see a whole army of my countrymen, here in defiance of tyranny. You’ve come to fight as free men… and free men you are. What will you do with that freedom? Will you fight? Concept: Freedom / Free will. What I will do in this project: I intend to look at the concept of freedom and free will. In the film Braveheart we see William Wallace lead the Scottish people in an uprising against the rule of King Edward I. Edward took over Scotland when the Scottish king died without an heir giving Scottish lands to English lords: such behaviour led to an uprising in Scotland as lower class took on the English armies in a bid for freedom. Freedom is so important people will give their lives for it. I explore the Kantian notion of the transcendental self, he believed that our purpose was to be rational with intrinsic value because of our ability to reason. This ability to reason sets us apart from all other creatures. This ability to reason is only possible if we are autonomous, because how can we make rational decisions unless we have free will. I will then counterbalance this view with reference to Karl Marx. Marx believes our nature is shaped by a social structure that rests upon an economic base. This means we are therefore determined by economics, freedom is restricted by the means of production, and we can only have any semblance of freedom if we can afford freedom.
Aim of project – form an enquiry into the idea of social deviance, focussing particularly on how it differs depending upon the social group and why it seems to be more prevalent in the working classes. I will look to give possible explanations of social deviance based upon the philosophical thought I am going to look at. • General idea of deviance – any act which goes against the social norms or laws of a particular society. • Common explanation found for the greater prevalence of deviance in lower working class groups – harder for the individuals in the lower classes to fulfil their potential in society. This leads to feelings of frustration, which can lead to social deviance • This links into the ideas of Marx, and his ideas on class struggle, and how the lower class, or proletariat are the powerless people in society, which leads to feelings of resentment and frustration and may lead to certain antisocial behaviours – this class struggle will ultimately lead to what would be considered deviance as he suggests that a social revolution will occur • Work done with Engels on the family – microcosm of larger society showing negative side of society • PHILOSOPHY – Sartre – ‘Red mist’ showing the connection between mans subconscious and violence and idea that man is completely free to be whatever he wants to be SO man is free to act in a totally socially deviant manner, however it is one’s own responsibility to act in this way • “Being and Nothingness” – conflict is central to all human relationships
My project is an investigation into responsibility. In modern times more and more people are getting reduced prison sentences due to diminished responsibility. This inspired me to look into the autonomy of the Subject. This investigation charts its way through the history of the subject, starting with the wholly autonomous subject as proposed in John Rawls theory of justice, justice as fairness. This theory relies on respect for others, freedom and equality and most importantly an autonomous self. The first person to challenge this idea concerning the self was Sigmund Freud when he proposes that the mind was in fact split in three parts, the id, ego and the super‐ego, which all have different effects on our actions and choices. With this theory in mind I look into scientific evidence to back up Freud and show how illness such as schizophrenia and narcissistic personality disorder affect the mind and the Subject. Finally I look at the theories of Keith Ansell Pearson in his book Viroid Life in which he questions the autonomy of the Subject altogether. He produces a theory of the cyborg and the hybrid self and proposes that the rapid rise in technology has created a more deterministic reality and halted the autonomy of man.
In my project, I will use Beckett’s work, including novels, short prose, drama and critical essays, to explore and challenge the work of Heidegger. I will explore Heidegger’s philosophy, in terms of his views on the way people exist in the world, their perspectives and the nature of truth and knowledge, with a particular focus on his ideas about art. I will use the style, mediums and characters of Beckett to explore how valid these ideas are for the modern world, particularly after the atrocities of the Second World War. I will focus particularly on Heidegger’s condemnation of art in the modern world, exploring its validity. I hope to show that Heidegger’s ideas, though often persuasive and enlightening, are inapplicable to a modern world in which subjects and communities are simply not the coherent and well-integrated wholes he hoped for. Following Beckett, I will explore the precarious, impotent, tragic and confused nature of existence, resolvable, perhaps, in death.
Supporting the Zeitgeist movement is the ‘Venus Project’ which is becoming increasingly popular with online circles and demonstrates the flaws of capitalism and the ways in which we can use new technology to rebuild society and make humanity more efficient. Many people are labelling the Zeitgeist movement as the new Marxist movement with many different stances providing various angles on the whole concept. Essentially I am examining Zeitgeist Addendum and the Venus Project, and then will compare and contrast this with the works of Marx, mainly concentrating on his anti-capitalism views. I want to determine how similar the work of Marx is to that of Peter Joseph and make a decision as to whether this is a good idea or bad in the way it could be highly improbable with undertones of communism. I will also explore the similarities of Zeitgeist to the work of Adorno, which stresses how the late capitalist society is deceptive in its nature.
Is there a transcendental taxonomy of sexuality? Are we being exposed to a sexual ideology? Will heterosexuality, homosexuality and bisexuality satisfy the variety of sexual orientations which exist? These are the questions which I wish to answer in my study of erotic attraction and sexuality. Throughout time differing sexualities and sexual traditions have surfaced. I want to discover why these paradigms exist, and whether sexuality is a wholly social construct. Included in the differing epochs of sexuality are the Mesopotamian obsession with fertility; the Ancient Indian tradition of linking sexuality with spiritual fulfilment; the Greco-Roman belief in sexual status and the activity and passivity of agents; the great repression of the Middle Ages, leading on to a great enlightenment erotic liberation; and finally, the problems of sexually transmitted infections, specifically HIV and AIDS. The philosophical concepts which I will be using are the Neo-Marxist concept of reification, as explained by Adorno, and the Foucauldian notion of disciplinary power. When reading both Adorno and Foucault, it becomes apparent that both are distrustful of apparent truths, particularly those which have descended from capitalist society. Both see the progress of science as something which presumes particular values, and which can be used as a form of knowledge domination. Is sexuality included in this discourse, or is sexuality a metaphysical truth?
Territory: Nursing. Object: The role of the nurse. Concepts: Informed Consent, Paternalism, Autonomy Change: The role of the nurse over time. Thinkers: Kant, Mill, O’Neill, Foucault, Gadamer. Questions I am going to Consider: Does the paternalistic role doctors and other medical professionals used to take have any ethical basis? Is the more recent move towards advocacy and partnership more ethical? Should informed consent be compulsory in every situation? Which is more important: autonomy or welfare? Sources: Mill, J.S., On Liberty, 1903, London: Longmans, Green and Co.; Gadamer, H-G., Truth and Method, 1975, London: Continuum; Gillon, R., Philosophical Medical Ethics, 1985, Chichester: Wiley; Fairbairn, G. and S. (ed.), Ethical Issues in Caring, 1988, Aldershot: Gower Publishing Company Ltd.
In his online book, Gamer Theory, McKenzie Wark posits the idea that games reflect a more perfect world. He argues that real life has become a gamespace and that it proclaims itself to be fair, promising an ideology that it can’t deliver. This ideology masks the underlying status quos and oppression present in our society. Games, he argues, because they follow exactly those rules that they promise, are a means by which to uncover this schism. Adorno too thought there was a conflict between ideology and actuality. He proposed a theory of negative dialectics and art in order to expose this. Adorno believed that the consumerism that motivates current capitalism was part and parcel of this trend. I will explore both of these thinker’s theory through my territory of games and gaming. The change I will chart is that of the progression of games themselves from the most basic text-based games, such as Zork, to fully-rendered graphic 3D worlds. The pictures above are examples of this. This will become important in my discussion of gaming and how its progression relates to mass culture and the problems Adorno foresaw within mass culture. Gaming ostensibly seems to feed into Adorno’s notion of the culture industry. New consoles, such as the Wii and DS sell 100,000 units every month in Europe and the international games market is expected to reach a gross of £23bn by 2010. I will examine McKenzie Wark’s theory thoroughly to discover if this has any bearing on his claims. I will also look at open source software, such as the Lassie and AGS engines, as a possible solution to this.
From the birth of modernity mans values have been forced into change with the diminishing role of religion in society and the subsequent rising of science and rationality. The object that seems to have become of most importance since the decline of religious beliefs is money. Is there a case then that money has become all that modern society values? Cases of modern day philanthropy, such as those pledges made by famous entrepreneurs Bill Gates and Richard Branson offer an alternative to this view. After the oppressive feudal system governed by the Church, the move onto a capitalist approach was thought of as bringing an otherwise unheard of amount of freedom to the common man. That the individual could now accumulate wealth and use this commodity to raise one’s social standing offered much hope for a liberal future. The modern day philanthropists seems the ideal modern man, whose success in accumulating wealth is then transferred into helping other important social ‘goods’. There is of course criticisms aimed at these capitalist ideals, in this project the works of Marx and Marcuse are of significant interest. Marx is perhaps the most famous opponent of capitalism and his work is used here to describe his idea of money ‘alienating’ man from his fellow man. Marcuse’s ‘1-Dimensional Man’ is a work very critical of those institutions in our advanced industrial society that keep the common man under control. In particular, the mass media and the use of advertising as tools used by modern society to plant ‘false needs’ into the consumer in order to support our ever-increasing rationality. The discussion thus follows whether in modern society there is more to the successful man than wealth. Surely the accumulation of wealth on its own is not something to be admired within a man, instead perhaps it should be that the sharing of wealth is that which we value.
The Territory: Park Güell chosen after my visit to Barcelona. It has been declared a Heritage to Humanity by the Spanish Government and is a beautiful Park to experience first hand. However, it did not enjoy the success it was expected when first built as it was considered too far away from the central city of Barcelona. The Object: The most inspiring part of the Park was the undulating bench situated in the central recreational square, which Gaudi decorated with recycled tiles It is where many locals can meet one another and also holds markets for its citizens as well as tourists. Change: Capitalism has continued to grow for many years. Our almost obsession with buying commodities is further exploiting labourers and making millions for the bourgeoisie. It is no wonder then with capitalism and reification in factories that workers need to escape the alienation and objectification they come to experience through the idea of utopias— whether in nature, physically, or mentally, for some t is there only release from the stresses and strains they become accustomed to. Concept: Looking primarily at Marx; class divisions, exploitation of proletariat class by the bourgeoisie and the effect capitalism has on society as a whole (Communist Manifesto). Secondly, looking at Adorno; Thought a utopian moment could be found through creating true art – reification of workers in a factory, art reflecting the distortions of reality and makes us question our society (Aesthetic Theory). Lastly, looking at Habermas; Believed socialism and liberalism do not bring about solution to crisis of our times, problems in society stem from social and political structures of capitalism (Theory of Modernity).
Boredom and Alienation have become common symptoms of capitalism and can be found in workplaces all across contemporary society. In this project I set out to identify jobs in which these tendencies are most prevalent and to look at how and why this situation has arisen and what can be done to alter this damaging situation that we now find ourselves in. Case Study: Call centre workers workers are more satisfied at work when they: ‐ have a variety of tasks to complete ‐ are not just taking calls all day ‐ have more control over their methods used during conversations ‐ are provided with training to develop their skills. However, due to capitalist demand for the best possible profits from the least possible expense of resources mean that such conditions are not considered to be important and therefore call centre workers are often bored and frustrated with their jobs. Alienation: The philosophical concept of alienation denotes the state in which a person feels foreign to the world around them. This can occur, according to Marx, when labour no longer belongs to a worker but becomes a commodity to be bought and sold by the ruling classes who dominate the working class. Is Postmodernity to blame? Habermas believes that the fragmentation which has occurred in postmodernity is to blame for the crisis in communication. He claims that the ‘unfinished project of modernity’ needs to be completed by uniting all the different language games, created by the capitalistic colonization of knowledge as a commodity, by striving to reach consensus through negotiation and thus progressing towards Modernity’s goal of universal emancipation. This could be achieved, Habermas argues, through his theory of communicative action, which envisages a set of ideal conditions for genuine communication which could be used as a reference to ensure that negotiations were just. In essence, the breakdown in genuine communication and the instrumentalization of reason have led to people being dominated in a way which renders them un‐free. Therefore, if people could communicate in a way that was mediated by what is just and what is fair then people could break out of the shackles that their employers put them in and act in a way which is responsible and free at work.
Territory: I have chosen to consider the individual through the concept of identity within contemporary society in order to ascertain whether it has truly been ‘lost.’ I also want to consider through this that if it has been lost, what has caused this, and is this necessarily a bad thing? What does it mean to be individual today? Areas of Investigation: I will explore the relationship between the individual and society by looking at the evolution of the individual and what it has meant to be individual. Change: I will compare my territory to the Elizabethan period in the 1600s, as the affect religion and the monarchy had on the individual and on shaping identity compared to nowadays will provide an interesting point of difference. I will also explore why this has changed, and the effects of this change. Philosophical Ideas and Concepts: I will use the work of both Adorno and Levinas to explore my territory within the concept of identity. Adorno focused upon critiquing the concept of identity thinking by exploring it through the way individuals and objects can be subsumed under cover concepts. I will use this to explore what enables this to occur and what in fact happens when people are subsumed, such that it will provide information about what constitutes the individual, and how it could be lost. I will specifically look at his work regarding the Holocaust, where people were subsumed under the concepts of vermin or as merely scientific tools I will also consider Levinas’ work in regards to the Other in order to explore my territory in opposition to Adorno’s ideas. Levinas’ Other will demonstrate the importance of defining the individual in relation to society through the Other. Conclusions: I seek to show that identity can be both fixed and fluid such is the nature of society, our modern identity and our relationship to it.
Territory: My initial study took place in West Jesmond Primary School, in Jesmond, Newcastle-upon-Tyne. I spent time in the school and particular classrooms collating information and observing the ways in which values are promoted within the school. Aims: My intentions were to discover the ways in which children are educated beyond the curriculum within school. I paid close attention to the following questions: • In what ways are we educated outside of the classroom? • What impact does our upbringing and initial education have on adulthood? • What consequences does education regarding values have on society as a whole? • Is there a responsibility for teachers/parents to introduce children to a set of values? Philosophy and Sources: After much deliberation I cut down my interest in philosophers to the work of Sartre and Freud. I concentrated my study on Sartre’s Existentialism and Humanism and Freud’s New Introductory Lectures on Psycho-Analysis. I used documents from the National Curriculum to support my findings and in particular the Statement of values by the National Forum for Values in Education and the Community.
Territory: Subliminal persuasion as seen in the corporate logo and advertising of the “Coca Cola” company has created a new type of ‘sacred’ icon. Object: “Coca Cola” advert from 1980’s with sexual subliminal message. Aim: The aim of my personal investigation is to show how attitudes towards sacred icons have changed with the rise of the corporate identity in a capitalist society. I have decided to show this through the marketing of “Coca Cola” as “Coca Cola” is one of the world’s most famous corporate logos. I have also investigated theories of false consciousness as well as Freudian ideas on sex, with regards to the question as to why subliminal sexual arousal would help to sell a non-sexual product.