Stuart Hall (1980) “Cultural Studies: Two Paradigms”

Link to Summary  | Another summary Main Argument:  Since the 1950s, cultural studies has formed around two overlapping but distinct paradigms: culturalist and structuralist. Questions: Is this article dated? Have approaches emerged and shifted since Hall was writing in 1980? For example, where do feminist, queer, and postcolonial discourses fit in? Also, is structuralism much … Continue reading →

Althusser, Louis. (1970) “Ideology and Ideological State Apparatuses”

  Link to Summary  | Main Idea – Ideology interpellates individuals as capitalist subjects. Capitalism relies on ISAs to reproduce subjects’ labour power and the relations of production so that it continues to regenerate itself into succeeding generations. Summary – Builds on Marx’s assumption that Capitalism only works if the conditions of production are reproduced. … Continue reading →

Gramsci (1930) “History of the Subaltern Classes” “Ideology” “Ideological Material”

Link to Summary Former leader of the Communist Party in Italy, these papers were written while he was jailed for opposing Mussolini. He wondered why peasants and labourers would vote for a Fascist leader and introduced the concept of hegemony. Hegemony – Intellectual and moral leadership achieved by consent, not coercion. The institutions of civil … Continue reading →

Lasch, Christopher. (1978) The Culture of Narcissism

Our culture has become so fiercely individualistic that we are obsessed with ourselves and gratifying our id.  We are in a constant quest for fulfillment, happiness and the respect and adoration of others. (22-23)  Advertising promotes self-doubt (not self-indulgence) so that needs are created and never satisfied (181). Chapter 4 – The Propaganda of Commodities … Continue reading →

Wernick, Andrew. (1991) Promotional Culture: Advertising, Ideology and Symbolic Expression

“To accept the selling message is to accept the values it presupposes.  By representing such values as just part of the visual furniture the ad naturalizes them, and to that extent reinforces their hold” (p. 23) Case study of Wedgewood recreating an ancient roman vase as a marketing device to draw attention to his full … Continue reading →