Tag: commodification

Categories
2015 Abstracts Stage 3

As Time Goes By: An investigation into the relationship between music’s commodification, in the age of mass reproducibility, and its declining objective worth

Adorno – MUSIC is OBJECTIVE. Music was at its best in the Classical Period, due to its complexity and its projection as an art form. If you are to disagree with his opinion, it is because you cannot understand the music properly…

Capitalism commodified music, creating an environment of ‘pseudo-subjectivity’. As music began to be attached to pop stars as a commodity, the relevance of artistic talent was eradicated.

Benjamin + Vattimo – MUSIC is NOT SUBJECTIVE or OBJECTIVE.

The age of mass reproduction removed the objectivity of music by eliminating its ‘aura’. With no object, it is impossible for something to be subjective, as there is nothing to be subjective in relation to.

INSTEAD, our age’s MUSIC is INTERPRETIVE, meaning that there is no objective or subjective point of view, only our own interpretation, which is formed due to our historical origins and upbringing.

Categories
2015 Abstracts Stage 3

Has the authenticity of Football been diluted due to the commodification of the game in our contemporary culture?

Fundamental claims:
The authenticity of Football has been diluted due to the commodification of the game in our contemporary culture. • The commodification of the game is a result of all imposing factors that serve to weaken the integrity of the game. • I have argued these imposing factors are: the effects of Mass Media, Fetishism of the game, and the reproducibility of the game.
Philosophers used to support my claims:
1. Marx 2. Adorno 3. Debord, Benjamin
Through exposing the make-up of our contemporary culture it is made possible to see how the game Football was never going to exist in the same nature as it did when it first originated. Our society has served to alter the existence of the game and how it functions. By integrating
Adorno and his theory of ‘Mass Media’ we will be able to see both the detrimental and beneficial effects that media has had on the game. I will also look at Debord’s ‘Society of the Spectacle’, which will allow us to refute whether or not the game is merely a representation of itself. I believe Marx’s theory of ‘Commodity Fetishism’ and Benjamin’s theory on the ‘Reproducibility of the Work of Art in the Mechanical Age’ will make apparent the form of attachment a fan has to their club.

Categories
2013 Abstracts Stage 3

The Proliferation of Contemporary Capitalism in the Art World: Between the Global Market and the Business of Art Production

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)

Categories
2012 Abstracts Stage 3

A Philosophical Enquiry into the Consumerism and Advertising used in the Housing Industry in Britain

Our Commodity Fetishism has led to a growing consumer culture which advertising capitalises on and helps generate.

We are bound by our desperate consumer culture according to both Philosophers. Marx believes that humanity has created a culture of ‘Commodity Fetishism’ where use and exchange value have been warped by our capitalist culture. Where Debord despairs that: ‘all that was once directly lived has become mere representation.

Comparing luxury development One Hyde Park with affordable Norfolk Homes one I have found that advertising capitalises on and helps generate the commodity fetishism. The advertising feeds the audience response not the product through signs of satisfaction; these satisfactions are different for diverse audiences. Gap in luxury and price is maintained through specific target marketing.

Categories
2011 Abstracts Stage 3

Commodification: for Better or for Worse?

Are professional athletes alienated towards the original values that uphold sport?

Historically, sport had been used among other things as a means of building character, promoting the spirit of fair play, and even nation building. Now in our contemporary society, sport is budding into one of the most forceful business and entertainment franchises within our capitalist culture.

My aim: to investigate how the commodifications of sport (through cultural advancement) have altered and enhanced the social value of modern day athletes

Territory: There is perhaps no better illustration of the commodifications of professional sport than the advancements of European football. As a result, my project is particularly focused on investigating the commodifications and cultural advancements of sport within European Football

Methodology: I intend to discuss my topic of the commodifications of sport through a hermeneutical critique, engaging on the evolvement of professional sport that has led the 21st century athlete into becoming a ‘celebrity’ rather than purely a competitor. My discussion is centred upon two key philosophical theories involving the works of Karl Marx (theory of alienation) and Martin Heidegger (a question concerning technology)

The objective of my discussion is a critical dialogue in which I seek to outline the cultural changes that have caused this apparent transformation within our society, and hence altered the social value of professional athletes today. This project aims to prove that through capitalist commerce and exploitation, the business of sport and its athletes become alienated, and additionally have lost a relationship towards the original bounds that compile sports and competition.

Categories
2010 Abstracts Stage 2

Commodification: Has It Tarnished the Beautiful Game?

• Historically, sports existed ‘to promote aretê or human excellence which could be applied to almost any endeavour in life’.
• Contemporarily, the market forces of Capitalism have taken over and money has become the primary objective – football is the greatest example of this transition from a character building activity to a mass-market business.
• What, though, does this process of Commodification involve? George Bataille and Guy Debord will be used to cast enlightenment on this within the context of the Surrealist and Situationist Parties.
• Furthermore, has the footballer become tarnished by this process of Commodification? In assessing the effects this has on the professional footballer’s character, I shall be drawing on Schiller’s Aesthetic Education and its arguments regarding modern society’s obsession with specialists.
• Alistaire MacIntyre’s views on how man’s virtues should be able to be summoned and used in all situations will also be made relevant

Schiller: ‘‘[contemporary society encourages the footballer to be] nothing more than the living impression of the craft to which he devotes himself’’

MacIntyre: ‘‘someone who genuinely possesses a virtue can be expected to manifest it in very different types of situation’’.

Categories
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)

Categories
2008 Abstracts Stage 2

The Commodification of Education: who Cares about Society?

The aim of this project was to investigate the changes within schools over the last forty years and evaluate them within Mill’s utilitarian theory. I found that the education system has become controlled by central government, who use schools as a training ground to promote future economic growth.This could then be evaluated within the Situationist philosophy of the commodification of society. I found that schools are a means of keeping students as the Proletariat class in order to function an ever growing economy for the Bourgeois. The morality of this needs to be considered in terms of what we deem the human function to be. If we accept our society as it is, in its commodified state then we must assume under Mill’s theory that the changes are ethical. For Mill something is ethical if it promotes the greatest amount of happiness throughout society. In a commodified society we seek to maximise economic productivity in order to for further development and hence making society more commodified, and so the changes would be ethical under Mill’s theory. If however we feel we should teach for education’s own sake and for long term societal values then the changes would have to be rejected as unethical.

Categories
2007 Abstracts Stage 2

Situationist Internationale Comics presents The Game of War (Detournement and Strategy)

Detournement provides a creative outlet that is free from commodification. A subversion of form as a negation of the Bourgeois values they originally represented. The only historically justified response tactic to the propaganda of state is innovation. The situationists disbanded following the riots and occupation of Paris in May 1968.

Categories
2007 Abstracts Stage 2

New Age Education or Extreme Commodity?

Territory: The territory of my choice is Newcastle University. In the perspective in which I will be looking at University, it will be easy to consider all universities the same, as the aim of this project it to illustrate the dramatic change that has happened in the educational body of this country. Therefore, though I will be dwelling on the change that Newcastle has undergone, it will be representative of University as a whole in the United Kingdom. My aim: My aim in this project is to illustrate the change in university, both in its purpose and how it has become run. In this project is to show that University has changed from a place of excellence in learning, to a place that prepares one for the world of work. Therefore the emphasis on money making is not only in the minds of the applicant but also of the University. It will be important for me to draw upon the ideas of Marx and Lucaks for the idea of the ‘commodification of education’ which will be corroborated with several other sources from modern writers.