Friday, March 25, 2011
Thursday, March 24, 2011
Wednesday, March 23, 2011
Monday, March 21, 2011
(MKTG) - Naomi Klein on OBama Branding
Read this January 2010 excerpt from the 10th anniversary edition of No Logo in which Naomi Klein writes about the way corportae culture has taken over the US government:
"Obama, in sharp contrast not just to social movements but to transformative presidents such as FDR, follows the logic of marketing: create an appealing canvas on which all are invited to project their deepest desires but stay vague enough not to lose anyone but the committed wing nuts (which, granted, constitute a not inconsequential demographic in the United States)....Another way of putting it is that Obama played the anti-war, anti-Wall Street party crasher to his grassroots base, which imagined itself leading an insurgency against the two-party monopoly through dogged organisation and donations gathered from lemonade stands and loose change found in the crevices of the couch. Meanwhile, he took more money from Wall Street than any other presidential candidate, swallowed the Democratic party establishment in one gulp after defeating Hillary Clinton, then pursued 'bipartisanship' with crazed Republicans once in the White House."
"Obama, in sharp contrast not just to social movements but to transformative presidents such as FDR, follows the logic of marketing: create an appealing canvas on which all are invited to project their deepest desires but stay vague enough not to lose anyone but the committed wing nuts (which, granted, constitute a not inconsequential demographic in the United States)....Another way of putting it is that Obama played the anti-war, anti-Wall Street party crasher to his grassroots base, which imagined itself leading an insurgency against the two-party monopoly through dogged organisation and donations gathered from lemonade stands and loose change found in the crevices of the couch. Meanwhile, he took more money from Wall Street than any other presidential candidate, swallowed the Democratic party establishment in one gulp after defeating Hillary Clinton, then pursued 'bipartisanship' with crazed Republicans once in the White House."
(MKTG) "The Overspent American"
Post DVD questions on “The Overspent American” (viewed in class): What are the latest items of conspicuous consumption today? Do we see a continuing trend in what the video identifies as the “overspent American”? How does marketing today play a role in these trends today? Do you believe the “aspiration gap” has grown? What is your “reference group” and how is it part of comparative spending? How does your social class effect where you shop? Have you made (or will you make) changes in your life to avoid or reduce what the video called “consumer escalation” – the cycle of working and spending? If such changes were made on a broad scale in our society, how might it change marketing practices? Is there anything marketers can do to help reduce the problems associated with overspending?
(OB) - Social Loafing in the 21st Century.
Read this academic article (approx 10 pgs.) for a contemporary view of social loafing.
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