Tag: capitalism

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2010 Abstracts Stage 3

To What Extent Is Advertising Used to Support the Capitalist Society? In Relation to the Works of Karl Marx, Guy Debord and Jean Baudrillard

Aim: The aim of the project is to assess whether advertising is a central tool to deceive and manipulate the capitalist society.

Territory: In the Modern World the importance of advertising is steadily on the increase, my Stage Three Project evaluates the problems which arise from Advertising within a Capitalist Society. This study shall attempt to analyse the role advertising plays in dictating the masses and its relation to the consumerist capitalist society. I will discuss false advertising and how it targets particular groups of individual, for example young girls in the fashion and beauty industry

A capitalist society was shaped during the 20th century when there was a certain transformation within the system of production. It changed form a society of small decentralised units to one of leviathan International Corporation; this is partly due to increase in advertising as there was a demand from a vaster quantity of consumables. In a capitalist state the political system controls the economy much more forcefully than in the 19th century, I shall be analysing the change Capitalism has had upon the advertising industry.

Philosophical Thinkers

Karl Marx – Critique of Capitalism and his ideas of Commodity Fetishism. Marx’s work refers to the consumer culture characterised by omnipresent adverting and the diffusion of techniques of advertising into all realms of life.

Guy Debord – The Situationist thoughts within his works ‘Society of the Spectacle’, he expresses his central ideas on the spectacle and how to escape the reality of a Capitalist society, which has influenced an increase in Advertising.

Jean Baudrillard – Jean Baudrillard was one of the, combined his work with philosophy and social theory. Being a foremost thinker to critique contemporary societies, culture and thought he has written several works relevant to consumerism and advertising.

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2010 Abstracts Stage 3

Property Magazine: the Realities of the Market

Many would acknowledge, that in some form, the contemporary financial landscape is separated from what we would consider ‘reality’. The money which is exchanged within in the financial markets seems to have no grounding outside the markets in which it is exchanged. This edition looks at the problem and enquires to what extent this is a problem.

Capitalism. Can capitalism and the markets that work within be justified on moral grounds? A Property Week special report puts aside our intuitive moral assumptions and looks in greater depth at the concept of capitalism and the ethical dilemmas that arise out of this system.

Hyperreality. By commencing deregulation in the global financial institutions, have the governments of Thatcher and Reagan of the 1980s created a new economic domain of hyperreality? This edition looks at whether responsibility can be placed back into the financial markets.

Questioning the economic realities of the market with particular reference to the commercial property market

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2010 Abstracts Stage 3

Is a Capitalist Society the Best Form for Individual Choice?

What kind of dining set defines me as a person? – Fight Club, 1999. This quote from the American film Fight club, and various advertisements by IKEA makes one beg the question, do these systems of consumerism really provide the individual with freedom, or do they somehow take it away?

Hegel argues that civil society is the best form for which we can express our individuality and satisfy our particular needs and desires, he argues that the more needs and desires one has the freer they become because they can’t be so easily defined.

Sartre thinks that consumerism in modern society is detrimental to individual freedom, that although one may believe in free choice, corporations such as IKEA cause a person to lose their individual identity instead taking on an identity believed by society to be more suitable – one is no longer simply furnishing a room, but defining oneself as a person.

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2009 Abstracts Stage 2

Art Incorporated: Exploring the Growing Relationship between Capitalism and Art

Whether or not the realm of freedom apparent in the plurality of styles used by contemporary artists is actually a way of concealing its true function, as a slave to business? In contemporary art’s exploration of the human psyche, it appears to hold out no consolation; conventional styles are broken and indiscretions of morals all define the basic contemporary art world orthodoxy. However although contemporary art has reinvented itself this also means that art’s existence now comes in relation to world politics, commerce, consumerism and the worlds of business and finance. In this project I will discuss how art has changed and been shaped by the demands that these external pressure points have put upon it, and what that means for the way we ‘read’ art and treat artists in contemporary culture. I will centre my argument on how the mass consumer culture of our society has lead to the commodification of art. I will focus on the artists Tracy Emin and Damien Hirst, and how both artists have embraced commercial success and celebrity status, buying into the values that art originally transcends, suggesting that they themselves have become a brand name out of which their art is made. The key philosopher that I will be using is Karl Marx and his theory of capitalism. He believed that the continual modernization in industry means that old structures, traditions and attachments begin to dissolve, so that in his famous phrase “all that is solid melts into air.” This can be applied to art’s status which is conventionally and ideally aligned with truth, beauty and ethics but with capitalisms involvement there is a shift from ethics to aesthetics. Contemporary art has become about creating pieces that are morally ambiguous, that promote corporations and entertain the mass culture. I will also be using Guy Debord and his Society of the Spectacle to elaborate on Marx’s theory and explain how he felt art had become commodified and the consequences of this, such as alienation and the loss of art’s function.

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2009 Abstracts Stage 3

Marketing Ethics: a Critique of Capitalism

TERRITORY: The Marketing World. Ethical problems of marketing such as target marketing, standardization, stereotyping, exclusion and the removal of personal autonomy, all caused by forms of marketing. CONCEPTS: Capitalism – Economic structure that gives all power to the private owner. Thinkers – Karl Marx. Theory – Commodity fetishism – Attributing false value to commodities. Theodor Adorno. Theory – Culture industry – producing mass commodities, mass culture and popular culture, all of which fool the consumer into a state of happiness and Satisfaction with capitalism. COMPARISON: Marx and Adorno’s theories of capitalism highlight many of the ethical problems of marketing in capitalism that are clearly seen in the modern day, ultimately capitalist marketing creates commodities that have gained power over the individual and removed our autonomy.

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2009 Abstracts Stage 2

Addiction in Society: Genetics, Society or the Individual

Since Sotheby’s auction house opened in 1744, the art market has grown and now sells pieces for millions of dollars every day. My project explores the societal and technological changes which have occurred throughout modernity to understand why paintings like The Scream were bought for over $119 million.

Commodity fetishism and the global art market
Using Marx’s exploration of capitalism I focused on what constitutes a commodity and how art has been fetishized. I then incorporated Vattimo’s use of telematics and globalised media to demonstrate capitalisms more recent developments; this enabled me to discuss the role paintings have played in a global billion dollar market. In contrast I also looked back to 15th century artists, to understand if art has become a commodity only with the advent of capitalism and technology.

Mechanical technology and mass production
I used Benjamin’s philosophy of mechanical reproducibility to highlight the importance of technological advancement, especially that of mass reproduction, in selling the image of a work enabling fame and exposure to a wider market.

I also looked to how these factors of the current market affected the minds and work of artists themselves using the philosophy of Andy Warhol, and the artwork of Damien Hurst, Warhol himself, and Julian Opie. All of these artists demonstrated the drive of a capitalist mind-set, have benefited from global exposure, and produce pieces using technology invented in a postmodern age such as laser printing and spinning. My goal was to ultimately demonstrate that the market has changed both the nature of the art which is produced and opened the art world up to everyone on a global scale.

Internally replicable model of the art market
Mass reproduction of famous classical/modern works (such as The Scream and No.1)
Original work becomes more valuable as its image and fame is spread over a global market (both sold for millions)

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2009 Abstracts Stage 2

The Student Search for the Sacred: a Study into Bataillean Transgression and Time-Wasting Amongst Newcastle Undergraduates

For George Bataille, human beings have a natural desire to both create and destroy. This dualism can be considered a balance of time spent productively and time wasted. Modern Capitalist culture gives less room than ever for destruction and time‐wasting. As a result of this, the modern human being finds strange new ways to accommodate his desire to transgress the social dogma of spending time usefully. Could binge drinking and drug abuse be examples of such transgression? The Newcastle undergraduate, newly expected to manage his time effectively, is a fascinating example to study under the Bataillean spotlight. My Stage 2 Project shall take the concepts of radical French thinker George Bataille, and assess to what extent his theory can account for alcohol and drug abuse within Newcastle University students. This aspect of student behaviour will be examined under the Bataillean spotlight of transgression and taboos.

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2009 Abstracts Stage 3

Zeitgeist: Addendum

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.

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2009 Abstracts Stage 3

Leaders or Victims, a Fickle World of Fashion

Karl Marx: Here, fashion is nothing but ideological apparatus utilised by the capitalist system in order to manipulate the working class. I have linked these ideas with the collapse of the designer brand ‘Thomas Burberry’ whereby the infamous pattern was adopted by the lower class ‘chav’ and a decline in stature equated with a decline in sales. Deleuze and Guattari: I have drawn on the notion of ‘minor politics’ and art as a ‘becoming’. In a more positive sense, the punk sensation of designer Vivienne Westwood has, as an art form, generated a revolutionary community culture. There exists an issue that fashion is a trivial subject. I intend to challenge this misconception and show how this phenomenon can directly affect our society. I have further deconstructed the ideas of these thinkers and introduced the work of Hans-georg Gadamer, as offering an alternative approach and a distinction between fashion and taste.

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2008 Abstracts Stage 2

Rationalizing and Comparing “Fight Club” through the Theories of Sigmund Freud and Thomas Hobbes

One of my main sources links Fight Club with an article by Omar Lizardo named ‘Fight Club, or the Cultural Contradictions of Late Capitalism’, which I found in the Journal for Cultural Research. I chose this because it places quite an original perspective in that it is a reaction to arguments that tend to emphasize Fight Clubs relevance for the study of contemporary representations of gender and masculinity. Lizardo argues ‘that Fight Club can be seen as an attempt to deal with the evacuation and exhaustion of the original form of value-rationality from the realm of production in service work. Basically it contemplates whether class-consciousness in the modern capitalist state has left man with a sense of lost virility, and whether or not Fight Club is a reaction to this. I have chosen to link this with Thomas Hobbes’ ‘Leviathan’ which talks of the state of nature and how man gave up his freedom and violent, barbaric ways to conform to civil society under social contract. Sigmund Freud served more as a psychoanalyst and sociologist than a philosopher in this project as I used his work ‘Civilization and its Discontents’ to analyse the possible reasons for the narrator’s breakdown. Many of Freud’s ideas already appear quite blatant and self explanatory in the film, however Freud covers much more material that is not evident at all. I chose to use the film ‘Zeitgeist’ by Peter Joseph as I felt this would be both very interesting material and also would place a very original comparative to Fight Club. I was in complete awe, shock and amazement when I first watched this extremely powerful and scary film and am very passionate about spreading the word about it. It will prove highly relevant to some of the material in Fight Club, and is something that I feel everyone should know about.

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2008 Abstracts Stage 3

The Exploration of Escapism and Utopias in Response to the Economic and Political Structures of Capitalism

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).

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2008 Abstracts Stage 3

Corporate Logos: Mind control?

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.

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2008 Abstracts Stage 2

Capitalist Hong Kong – Model or Threat to China?

Project Territory: China and its special administrative region, Hong Kong. Areas of Investigation: One country – two systems – to try to preserve the economic and political strengths that Hong Kong had built up and to maintain its capitalist free market, Hong Kong was offered the option of setting up a ‘one country, two systems’ policy – giving Hong Kong a great degree of autonomy from China. Capitalist paradise, communist paradise? Capitalism in Hong Kong has developed since the Second World War, and the region is now known to be a leading example of a laissez-faire capitalist economy. Attracting mainland Chinese and expatriates from afar, Hong Kong’s entrepreneurs over the last few decades have made extreme achievements. In opposition to Hong Kong’s capitalism, China’s Communist Party is the world’s largest political party. After the ‘May Fourth’ anti-imperialist movement in 1919, Marxist ideas began diffusing throughout China. Today though, the question that has to be asked is whether China is now a communist, socialist, nationalist or even capitalist society. Western Hong Kong, Eastern China. China has been much longer in development than Hong Kong has if the start of Hong Kong’s true development is considered to have begun only when the British gained control of it. Before this time, Hong Kong was, compared to the size of China, an insignificant port on China’s South coast. It can be said then, that Hong Kong has a more Western development behind it, while China, obviously had an Eastern viewpoint behind its development. Philosophical Ideas: John Locke – liberalism in relation to Hong Kong’s ‘one country, two systems’ method of government. Karl Marx – capitalism and communism, the bourgeoisie and the proletariat. The Communist Manifesto in relation to the governing principles of China. Max Weber – Weber’s connection between religion and economics and a brief look at his discussion of an ideal type of capitalism. Guy Debord – modern lives being invaded by the ‘spectacle’ and our passivity towards our own existences. This is related to China’s lack of freedom of speech and no free press forcing passivity onto the Chinese population. Conclusion: Hong Kong took risks – risks that worked to Hong Kong’s advantage – however, as the term ‘risk’ suggests, Hong Kong’s actions could just have easily made the region head down another road completely. Today, Hong Kong is not taking risks, but under the risk of China’s influence. Is Hong Kong a model or a threat to China? – The question may have to be reversed to China – model or threat to Hong Kong?

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2008 Abstracts Stage 3

Advertising: A Tool of Capitalist Manipulation?

This project is an investigation into the discourse of advertising in our contemporary late capitalist society. This study shall attempt to assess the role advertising plays in manipulation of the masses and its relation to mass media in capitalist society. My aim is to assess whether advertising is a central tool of deception in the commodity driven culture of capitalism Advertising has changed dramatically since the time of the industrial revolution. The division of labour and the beginning of mass production due to the industrialisation that has created far more of a ‘need’ to advertise and stay one step ahead of competitors. This I would stipulate is due to the onslaught of late capitalism, globalisation and commodity infatuation of the consumer. Ongoing advancement in technology has created an environment in modern society by which there are more and more means of mass broadcasting. The industrial revolution was the catalyst for this. The use of advertising has metamorphosed from a simple presentation of information on a product to the public in a manner to inform of use and content of a product; to an ambience creating, aesthetic tool merged with mass media creating a barrage on the senses. Branding and heritage of brand has outplayed use, image out mustering purpose The end product of Advertising’s growth through the mass media is its immanence in society, and its ability to shape the ideas and behaviour, as well as formation of self of the individual.

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2008 Abstracts Stage 3

The Employee within the Labour Market

Key concept: Looking to the employee within the labour market and trying to determine the degree of freedom one has within this work environment. Main Objectives: Within this project I have reflected on the changing nature of employment and the employee within it, through initiating a direct comparison between the Industrial Revolution, Adam Smith and 21st century Britain. I have investigated the concept of labour with regards to how it is perceived; whether it be as a determined aspect of life or a practice which we choose to freely feature within our lives. I have highlighted the dramatic transformations between these two time frames and investigated the emancipation humanity has experienced particularly in relation to one’s work life balance and our freedom to negate different aspects of our careers. Philosophical Concepts: Hegel: A ‘philosopher of freedom’ who emphasised how we develop freedom and become united within a peaceful society through recognising each other’s existence. We can discover our ‘abstract right,’ and individuality through freedom, a human right which must not be infringed upon by others. Humans must use logic to attain absolute freedom within a rational state. We must create individual thought and put it to society for verification. At work we must respect one another and not use others to attain immoral, individual desires. His conception declares we are free and have the right to choose at work. Any submission to authority is voluntary because we have not identified our own freedom yet. Locke: Freedom focuses on living morally with others within society. Individual freedom relates to one’s ‘power to order actions and dispose of their possessions and persons as they think fit.’ Our freedom is contained within society’s laws, which aid our action and offer guidance. We own our labour and place it where we choose, to obtain property. We must contribute through work to sustain society. The labour theory of value claims we can recognise the efforts of one’s labour and creativity within all objects. We must abide by the spoilage and sufficiency principles, to ensure we maintain a minimum level for all around us and do not violate their rights; upholding equality and mutual respect is a duty of humanity. Marx: Argues against capitalism, which encourages separation, alienation and further develops the distinctions between the proletariat and bourgeois. Communism is the apparent solution, to equalising humanity and preventing production dominating all aspects of life. Capitalism ensures work takes over one’s life and turns the worker into a commodity, an easily disposable dehumanised product. The labour theory of value shows how individual labour is not paid in relation to production; the object’s price is significantly higher than the worker’s wage. Freedom comes when we realise the negatives of capitalism and reform the economic system; hence we are not truly free within work. Personal Change/ Development: My project has allowed me to critically evaluate the concept of labour and relate it directly to two distinct time periods. It has allowed me to further my historical knowledge on the Individual Revolution and the conceptions prevalent within that period. Also it has allowed me to collect research on human rights and break it down to communicable points of reference. I have been able to look to three distinct philosophers and tie in their conceptions, regarding our freedom in the labour market, to provide a rounded summary of opinions. I have had to assess their applicability and work within their theories to determine their potential thoughts on this topic. Sources: The Philosophy of Right by Hegel. The Second Treatise of Government by John Locke. Communist Manifestos by Karl Marx. Article research and literary discussions of employee rights.

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2008 Abstracts Stage 2

The Industrialisation of the Music Industry – Money vs Music

In this project I am looking to investigate the effects of capitalism on the music industry and more specifically the dominance of major record labels over independent. • One of the major influences for this project is the rise of television programmes such as the X Factor and Pop Idol and their effect on the world of music. These programmes seem to concentrate more on how much money they make rather than what the producers say they aim to do, which is to find musical talent. • By looking primarily in Marx and Fukuyama, I want to develop the idea of capitalism and the division of labour through Weber and Durkheim. • Finally I hope to bring both Music and Philosophy together by looking at Keith Negus and Simon Frith who have both looked at the idea of capitalism in music in an attempt to conclude once and for all whether or not capitalism truly has had a negative effect on the quality and production of music.

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2008 Abstracts Stage 3

Dragon’s Den

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.

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2008 Abstracts Stage 3

Graffiti Art and the Truth of Being

Territory: Graffiti. Object: Graffiti Art. Graffiti as an art movement and global phenomenon, originates in the early 1970’s in New York City. The unique dynamics of the city gave rises to an artistic battleground of expression in a cultural climate of alienation and class divide. As the youth at the heart of American capitalism struggled to gain recognition, the graffiti subculture was born. Using unconventional mediums and the alternative canvas of the urban landscape, graffiti, enveloped the city, the nation and eventually the entire world. Philosophical Concept: Heidegger- The Origin of the work of art. Heidegger’s intent is always to bring us closer to the understanding of Being. Art in its origin, is art; the happening of truth of a people’s historical existence. Great artworks in the current tradition of aesthetics are ripped away from their essential truth when classed as objects to be judged and experienced in pleasure, losing their authenticity and ability to ‘set-up’ a world and ‘set-forth’ the earth. Graffiti’s philosophical relevance: The Truth of Being. Graffiti writing rose out of a particular ‘world’, a horizon of disclosure dominated by capitalist alienation. The struggle of the youths in New York City was a battle of resistance to authority and conformity that led to an artistic battle of expression. In graffiti’s expression, the ‘world’ of the American culture is opened up, the ‘earth’ rips through this ‘world’ in the form of undefined and sublime images of the New York subway trains, taking us out of our everyday world and reminding us of other existing realities. We forget the mysteriousness of truth in its dual essence of aletheia, and the works of the original underground graffiti movement disclose this struggle of world and earth; the truth of Being. It is this struggle that graffiti writers sought to sustain in their works, therefore, graffiti did not originate from art but rather from the truth of a people’s historical existence; the historical truth of being.

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2008 Abstracts Stage 3

How Can we Account for Organised Crime in Western Society?

Territory – Pulp Fiction. Object – Jules Winnfield. 1994 Quentin Tarantino cult classic set in the glamorized gang culture of the Los Angeles underworld. Hitman Jules works alongside Vincent Vega for mob boss Marsellus Wallace. The film portrays Jules’ lifestyle as a double existence in which his brutal career disposing of those who have fallen out of favour with Mr. Wallace is contrasted by his integration into legitimate society. Aims. To uncover the drives and mentality behind Jules’ lifestyle I focussed the project around two main questions; • Why does Jules live this lifestyle of crime outside of the sphere of legitimate society? • Is he at any point truly disenchanted with the constraints of capitalist society? Philosophical Ideas I used Marx’s work to develop a foundation for a critique of modern western society. This theory displays the weaknesses and problems of a consumer-driven market that is based on profit and hierarchal discrimination of classes. The systematic manipulation of the consumer market by the predominant corporative sphere in contemporary society is then analysed using Adorno’s theory of the culture industry. This provides me with perspective for the use of the theme of Americana which is so prominent throughout the film. I then used Beck’s theory of individualization to examine Jules’ character and uncover how and why he has assumed his double role within society. Conclusions. The penetration of the American culture fits with Adorno’s notion of a culture industry; it demonstrates how invasive the extreme exposure of specified and manipulated creativity can be in the lives of the average person. Jules immerses himself in this element of western life while maintaining his role as a hitman, displaying the autonomy he exercises to work both within and outside of this framework of legitimate society. His existence within gang culture in its totality reflects the two-faced nature of capitalism; we see a prosperous exterior that hides the brutal capabilities of a paranoid core.

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2007 Abstracts Stage 3

The Capitalism of MySpace

Aims and Objectives • To being by establishing and exploring the shift towards Capitalism and more importantly, how and why it came about. • To show, through the work of Deleuze and Guattari, how MySpace is a product of Capitalism. • To illustrate how and why society has changed with the production of MySpace. Overview of Territory: MySpace is a social networking website which consists primarily of an interactive, user-submitted network of friends. The site consists of personal profiles with photos, music, videos, and blogs, attracting a billion page views every day. The company consists of over 106 million accounts and gains over 230,000 new registrations a day. MySpace is currently the fifth most popular English speaking website in the world, while 82% of online visits to social networking websites are made to MySpace. Key Change: The redistribution of labour with the move to the city saw a new emerging middle class with the bourgeois controlling the factories and their profit. The old hierarchy and values of the feudal system are replaced by money which operates as the universal source and bearer of all value. The emerging economic system of a world where money is the centre of social organisation is Capitalism. Capitalism creates desire in a fundamentally unpredictable way in a society where fortunes are made and lost. Through the use of marketing and advertising, Capitalism is able to unleash desire and channel it towards our fixation with money itself in a society structured around the capacity to earn. Philosophical Concepts To Be Explored • MySpace as a rhizome • Pre-personal desires • The processes of deterritorialization and reterritorialization • The major and minor movements • Identity. Sources: The Key source for my investigation will be Deleuze and Guattari’s A Thousand Plateaus. In addition to this, I will refer to Capitalism and Schizophrenia.