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Rhetorically Ascribed Meaning in Marketing: The Role of Narrative in Establishing Exchange ValueLucas, Paul A 07 September 2014 (has links)
Use value and exchange value, concepts explored by Aristotle, are terms dealing with the natural function of an object and the object's worth in an exchange, respectively. In this work, Aristotle's concepts are applied to contemporary marketing practices and other aspects of culture in order to evaluate the way in which meaning is ascribed to objects. The role of the brand, for example, is to alter the exchange value of an object, while the use value can be left unchanged. Brands are indicative of exchange value because they have no substance to speak of, and they are a matter of convention; what they are and what they stand for is in no way fixed. Marketing practitioners develop brands largely by fusing objects with culture, and culture as well as cultural perceptions can change. As a reflection of culture, marketing practitioners use stories and identities in much the same way that culture independent of marketing would ascribe meaning. While branding and other marketing practices rely extensively on culture to form their bases, they are not the only source of cultural meaning because factors such as family and tradition also have influence. When factors such as these imbue objects with meaning, they, too, can affect exchange value, but they have origins outside the marketplace. I use the term narrative value to differentiate this source of meaning from marketing practices. Narrative value has to do with tradition and collective understandings of community, whereas brands are constructed by external means, as works of fiction. When culture is placed in objects as a reflection of the marketplace, the culture lacks the structure and durability of more traditional culture, and such ascribed meaning can be easily altered or eradicated. Narrative value, then, is an idea separate from marketing yet with the ability to impact worth in exchange. / McAnulty College and Graduate School of Liberal Arts; / Communication and Rhetorical Studies / PhD / Dissertation
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A face negativa do trabalho docente no capitalismo à luz do pensamento de Marx e Lukács / The negative face of teaching work in capitalism in the light of the thought of Marx and LukácsPinheiro, Victor Moita January 2017 (has links)
PINHEIRO, Victor Moita. A face negativa do trabalho docente no capitalismo à luz do pensamento de Marx e Lukács. 2017. 79f. – Dissertação (Mestrado) – Universidade Federal do Ceará, Programa de Pós-graduação em Educação Brasileira, Fortaleza (CE), 2017. / Submitted by Gustavo Daher (gdaherufc@hotmail.com) on 2017-05-17T16:53:11Z
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Previous issue date: 2017 / A dissertação com o título A face negativa do trabalho docente no capitalismo à luz do pensamento de Marx e Lukács tem como objetivo central realizar uma discussão acerca da dupla face do trabalho no capitalismo no seu sentido positivo e negativo, demonstrando a determinação reflexiva dessa dupla face no trabalho docente universitário, destacando a sua dimensão negativa, enfocando ainda a educação omnilateral como mediação para a superação do predomínio dessa face negativa, tomando como referencial teórico o pensamento de Marx, de Lukács e de Saviani. A questão que perpassa essa temática é a consideração de que a gênese do capitalismo trouxe consigo a esperança de que os bens produzidos seriam mais acessíveis para toda a população no sentido de atender as suas necessidades básicas. No entanto, aos poucos, a lógica do capital foi sendo revelada. Sua finalidade central é a geração do lucro por meio de todos os produtos, desde os mais básicos aos mais diversos artigos de luxo. Portanto, os bens produzidos tornaram-se mercadorias, inclusive a força de trabalho do trabalhador, aviltando, assim, a dimensão humana dos homens. Porém, o trabalho, por ter essa dimensão de exploração, não deixa de ter também a sua dimensão de geração da sociabilidade e de realização do homem na sua generidade humana. Tal questão se ancora, principalmente, na tese de Marx sobre o trabalho no capitalismo, evidenciando a sua dupla dimensão – criador de valor de uso e, ao mesmo tempo, criador de valor de troca –, que será retomada por Lukács e, a partir da qual, ele tematizará, respectivamente, o trabalho enquanto categoria fundante do homem como ser social e o trabalho estranhado enquanto aviltamento do gênero humano. Eis a dupla face do trabalho. Nesse sentido, a forma como o trabalho se realiza no capitalismo é uma temática que merece amplas discussões e questionamentos. Por estar inserido nesse contexto, estabelecemos como ponto central da nossa dissertação investigar se há uma incidência dessa dupla face do trabalho na educação formal e, consequentemente, no trabalho docente, destacando o trabalho docente no ensino superior. A educação é um dos complexos sociais mais potentes e importantes da estrutura social. Ela surge, como todos os outros complexos, com a instauração do processo de trabalho. Com efeito, de acordo com o modo do trabalho, teremos também um tipo de educação, tanto na sua dimensão positiva como na negativa. Portanto, a dupla face do trabalho no capitalismo é uma realidade que pode estar presente nas várias classes de trabalhadores, inclusive no trabalho docente no ensino superior. Diante dessas considerações, indagamos se há uma influência, uma determinação reflexiva, da dupla face do trabalho na educação formal e, consequentemente, no trabalho docente. A nossa hipótese central é a de que realmente existem influências, determinações reflexivas, do duplo aspecto do trabalho, positivo e/ou negativo; esse último, de modo predominante, no trabalho docente. Uma das formas dessa influência no seu aspecto negativo é a sobrecarga de trabalho que dificulta a possibilidade de o professor exercer o seu trabalho com ética e competência. Também consideramos que a educação, na sua dimensão omnilateral, poderia ser uma mediação para a superação da predominância dessa face negativa, pois o trabalho docente voltado para uma educação dessa natureza certamente não comportaria a exploração e o estranhamento do trabalho docente típico da sociedade capitalista, destacando aqui o professor universitário. Para desenvolver as nossas considerações, recorremos principalmente às obras Manuscritos econômico-filosóficos de 1844 e alguns volumes de O capital, de Karl Marx; Ontologia do ser social, de György Lukács; e História das ideias pedagógicas no Brasil, Escola e democracia e Pedagogia histórico-crítica: primeiras aproximações, de Dermeval Saviani. Visando alcançar o nosso objetivo, fizemos uma análise imanente das obras supracitadas e perseguimos o método dialético, próprio dos autores estudados. Por fim, para desenvolver essas questões, a nossa dissertação está composta por três capítulos: A dupla face do trabalho no capitalismo: Marx e Lukács; O trabalho docente no capitalismo: pensando a educação brasileira; A educação omnilateral como mediação para a superação da face negativa do trabalho docente.
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Relations of Freedom: Developing an Account of Karl Marx's Concept of "Freedom"Soester, Jessica Clare 01 January 2008 (has links)
In this thesis I develop an account of Marx's concept of "freedom" through its relation to other key concepts in Marx's work. First, I distinguish Marx's understanding of "freedom" from historical liberal conceptions of freedom, or "liberty," and show that Marx has a concrete understanding of freedom. This leads to a close analysis of Marx's concept of freedom primarily through two texts, the Economic and Philosophic Manuscripts of 1844, and the later Grundrisse. Although in both dimensions of the problem I utilize the relation of the concept of "freedom"' to the concepts of "alienation"-- which gives aspects of freedom through its obverse relation to freedom, and "human essence"--which underlies both concepts but is given through them as well, the problem is developed differently in each due the orientation of each text. I give further aspects of Marx's understanding of "freedom" through an analysis of Marx's account of capitalism and exchange value. After having developed an account of Marx's concept of "freedom," I explore avenues for developing a viable Marxism and the grounds of possibility for the realization of freedom.
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Patrick Bateman, Violence and Consumption: Bret Easton Ellis’s American PsychoNystrand, Alexander January 2010 (has links)
This essay investigates how Bret Easton Ellis portrays Patrick Bateman as a projection of American society, in order to criticize consumerism and capitalism in his novel American Psycho. By applying Marxist theory, this essay examines Bateman's consumption patterns and class-consciousness using key Marxist terms. This essay investigates the relationship between Bateman and his commodities, through the Marxist concept of value. Furthermore, this essay suggests that Bateman's consumption pattern creates his identity and that Bateman's lust for consumption has no boundaries. Bateman quenches his thirst for consumption by consuming humans of low status on the social hierarchy, by acts of violence, rape or cannibalism.
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OUR EXISTENCE MATTER : EXPERIENCES AND BELONGING OF URBAN SPACE FROM STREET HAWKERS PERSPECTIVE-A CASE STUDY OF LA-NKWANTANANG MADINA MUNICIPAL AREAKwarteng, Ishmael Adinya January 2020 (has links)
The study examines the experiences of street hawkers and contributes to the current but less represented debate on hawkers’ ways of appropriating the urban space through space modification and codification that serve greatly their capitalist purposes and how those daily activities influence their sense of belonging to the urban public space. The hawkers in the study area; La- Nkwantanang-Madina Area, Ghana show some social concerns in their informal day-to-day street activities that account for some of the relocation issues that render the repressive measures of city authorities futile. In understanding the space appropriation and sense of belonging from the hawker’s perspective, the study introduces the concept of “right to the city” for which the purpose of this study conceptualizes it as “the right to the street” so it can better attend to the experiences of place and sense of belonging by the hawkers, the informality concept and the urban citizenship. The study uses qualitative approach which included methods; participant observation, in-depth interviews and Focus group discussion to help unearth some of the issues that contribute to the debate. The research finds that although the space contestations between the street hawkers and city officials still lingers on, the hawkers are able to successfully reproduce their belonging to the urban streets through exchange value of space and the diversification of urban streets which forms part of the urban fabric without dominating the streets to obstruct the use value for other urban dwellers.
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Remodelling one’s kitchen without going bananas : A critical perspective on the drivers behind self-initiated renovations of owner-occupied housingWestin, Martin January 2022 (has links)
The present thesis aims to provide new insight into the motives and aspirations behind self-initiated renovations of owner-occupied housing by applying a critical perspective to the phenomenon of home improvements. Furthermore, the thesis argues that the concepts of use value and exchange value point to how economic and non-economic factors are interconnected in contemporary home improvement practice. Moreover, by connecting economic and non-economic factors, the thesis goes beyond previous research in the field, which has been preoccupied with either one or the other. An empirical study consisting of eight semi-structured interviews with homeowners in Uppsala was conducted to support the thesis’s theoretical argument. This study found a combination of vagueness and certainty in the motives behind the participants' renovations. The thesis then recontextualized its seemingly paradoxical findings in terms of use value and exchange value, showing how renovating homeowners navigate contradictory considerations in pragmatic ways. In turn, showing how home improvement needs to be understood with reference to structural mechanisms and individual preferences – taking care to centre how these two aspects are interconnected. Additionally, tied to its conclusions, the study shows how homeowners balance ideals of self-expression with a norm of neutrality stemming from the demands of the property market.
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A face negativa do trabalho docente no capitalismo à luz do pensamento de Marx e LukÃcs / The negative face of teaching work in capitalism in the light of the thought of Marx and LukÃcs.Victor Moita Pinheiro 30 January 2017 (has links)
CoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel Superior / A dissertaÃÃo com o tÃtulo A face negativa do trabalho docente no capitalismo à luz do pensamento de Marx e LukÃcs tem como objetivo central realizar uma discussÃo acerca da dupla face do trabalho no capitalismo no seu sentido positivo e negativo, demonstrando a determinaÃÃo reflexiva dessa dupla face no trabalho docente universitÃrio, destacando a sua dimensÃo negativa, enfocando ainda a educaÃÃo omnilateral como mediaÃÃo para a superaÃÃo do predomÃnio dessa face negativa, tomando como referencial teÃrico o pensamento de Marx, de LukÃcs e de Saviani. A questÃo que perpassa essa temÃtica à a consideraÃÃo de que a gÃnese do capitalismo trouxe consigo a esperanÃa de que os bens produzidos seriam mais acessÃveis para toda a populaÃÃo no sentido de atender as suas necessidades bÃsicas. No entanto, aos poucos, a lÃgica do capital foi sendo revelada. Sua finalidade central à a geraÃÃo do lucro por meio de todos os produtos, desde os mais bÃsicos aos mais diversos artigos de luxo. Portanto, os bens produzidos tornaram-se mercadorias, inclusive a forÃa de trabalho do trabalhador, aviltando, assim, a dimensÃo humana dos homens. PorÃm, o trabalho, por ter essa dimensÃo de exploraÃÃo, nÃo deixa de ter tambÃm a sua dimensÃo de geraÃÃo da sociabilidade e de realizaÃÃo do homem na sua generidade humana. Tal questÃo se ancora, principalmente, na tese de Marx sobre o trabalho no capitalismo, evidenciando a sua dupla dimensÃo â criador de valor de uso e, ao mesmo tempo, criador de valor de troca â, que serà retomada por LukÃcs e, a partir da qual, ele tematizarÃ, respectivamente, o trabalho enquanto categoria fundante do homem como ser social e o trabalho estranhado enquanto aviltamento do gÃnero humano. Eis a dupla face do trabalho. Nesse sentido, a forma como o trabalho se realiza no capitalismo à uma temÃtica que merece amplas discussÃes e questionamentos. Por estar inserido nesse contexto, estabelecemos como ponto central da nossa dissertaÃÃo investigar se hà uma incidÃncia dessa dupla face do trabalho na educaÃÃo formal e, consequentemente, no trabalho docente, destacando o trabalho docente no ensino superior. A educaÃÃo à um dos complexos sociais mais potentes e importantes da estrutura social. Ela surge, como todos os outros complexos, com a instauraÃÃo do processo de trabalho. Com efeito, de acordo com o modo do trabalho, teremos tambÃm um tipo de educaÃÃo, tanto na sua dimensÃo positiva como na negativa. Portanto, a dupla face do trabalho no capitalismo à uma realidade que pode estar presente nas vÃrias classes de trabalhadores, inclusive no trabalho docente no ensino superior. Diante dessas consideraÃÃes, indagamos se hà uma influÃncia, uma determinaÃÃo reflexiva, da dupla face do trabalho na educaÃÃo formal e, consequentemente, no trabalho docente. A nossa hipÃtese central à a de que realmente existem influÃncias, determinaÃÃes reflexivas, do duplo aspecto do trabalho, positivo e/ou negativo; esse Ãltimo, de modo predominante, no trabalho docente. Uma das formas dessa influÃncia no seu aspecto negativo à a sobrecarga de trabalho que dificulta a possibilidade de o professor exercer o seu trabalho com Ãtica e competÃncia. TambÃm consideramos que a educaÃÃo, na sua dimensÃo omnilateral, poderia ser uma mediaÃÃo para a superaÃÃo da predominÃncia dessa face negativa, pois o trabalho docente voltado para uma educaÃÃo dessa natureza certamente nÃo comportaria a exploraÃÃo e o estranhamento do trabalho docente tÃpico da sociedade capitalista, destacando aqui o professor universitÃrio. Para desenvolver as nossas consideraÃÃes, recorremos principalmente Ãs obras Manuscritos econÃmico-filosÃficos de 1844 e alguns volumes de O capital, de Karl Marx; Ontologia do ser social, de GyÃrgy LukÃcs; e HistÃria das ideias pedagÃgicas no Brasil, Escola e democracia e Pedagogia histÃrico-crÃtica: primeiras aproximaÃÃes, de Dermeval Saviani. Visando alcanÃar o nosso objetivo, fizemos uma anÃlise imanente das obras supracitadas e perseguimos o mÃtodo dialÃtico, prÃprio dos autores estudados. Por fim, para desenvolver essas questÃes, a nossa dissertaÃÃo està composta por trÃs capÃtulos: A dupla face do trabalho no capitalismo: Marx e LukÃcs; O trabalho docente no capitalismo: pensando a educaÃÃo brasileira; A educaÃÃo omnilateral como mediaÃÃo para a superaÃÃo da face negativa do trabalho docente.
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The good and the gratis : A value aspect on free goods and servicesDavidson, Catrin, Nimanthi Abeysekera, Denum January 2011 (has links)
Thanks to the Internet, the consumers have access to a world of information and can easily compare the goods and services of one supplier to the other, and so be a part of the value creating process. Price is still key, but since producers are already pushing their costs to the limit, what Chris Anderson calls the “race to the bottom” they have to compete in other manners, meaning they have to dive deeper than lowest of prices. However these free goods and services must have a value even though they do not have a price tag attached. The respondents found two types of value, social/collective value and individual/emotional value and this also induces that value is relative. People are making choices to consume a good or service he or she has to prioritize these resources among the available time, money and even space, thus this prioritization is made even when the good is free. The price-quality relationship is prevailing, but not in the fields where distribution and replication is free.
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The Theoretical Relevance Of An Updated Marxian Theory Of Commodity In EconomicsAhumada, Pablo Emiliano January 2007 (has links)
How does material production become socially recognised in capitalism? This is a
fundamental question to be addressed in capitalist production, since material production takes
place privately and independently in a global and atomistic system. This thesis shows that the
question is tackled by Marx in the first three chapters of Capital. The process of social
recognition of material production is that of the realisation of work carried out privately and
independently as part of the social labour. For Marx this occurs through the private and
independent work becoming objective social labour as the substance of the value of
commodities, and through the latter finding its necessary developed mercantile expression in
the price form of commodities. Therefore, private and independent work becomes social
labour through the recognition of its product as equivalent to a certain amount of money.
The thesis argues that Marxs answer is powerfully insightful but flawed because it did not
succeed in fully characterising the historical specificity of commodity. Commodity is not
merely the differentiated unity of use value and value but of use value and mercantile use
value, and of labour value and mercantile value. The former dialectic is immediate and
distinguishes between the utility of commodity as a direct means of consumption or
production and that as a means of exchange, fully determining the behaviour of the private
and independent commodity producer. The latter dialectic is objective and distinguishes
between commodity as the embodiment of the social labour necessary to reproduce it and as the embodiment of command over social labour, enabling the adjustment of the productive
structure. Both dialectics are mediated by the mercantile form of value, which allows the
indirect expression of labour value as the gravitational force of the system. The theory of
commodity offered in this thesis, unlike that of Marx, consistently hinges on the atomistic
private and independent commodity producer.
The thesis shows that commodity production is the organisation of societys labour for its
material reproduction, just as in any previous mode of production. The discovery of the
generic aspect of commodity production breaks the false immediate link between production
and supply, and that between the labour theory of value and both the supply-side-determined
theory of price and the single-factor theory of production. The thesis also shows that the
mercantile form of value is what allows societys labour to become an objective and
autonomous materially abstract substance regulating the adjustment of the productive system
under the form of material signals. This is the specific aspect of a global mode of production
comprised of free and independent individuals. The mercantile form of value is thus Adam
Smiths invisible hand.
Finally, the thesis analyses some implications of the framework with regard to the analysis of
monetary phenomena, capital accumulation and sustainable development, and reviews the
most popular Marxian topic in Economics: the transformation of values into prices of
production.
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The Theory Of Capitalism And Its Ontological Foundations: A Comparative Study Of Marx And Deleuze& / guattariKocagul, Volkan 01 November 2006 (has links) (PDF)
The main objective of this thesis is to examine the theory of capitalism and its ontological foundations through the major works of Marx and Deleuze& / Guattari. In his monumental book called Capital, Karl Marx develops an account of capitalism based on his understanding of philosophy of which takes its roots from Hegel and Feuerbach. Additionally, English political economy and French socialism serve as reliable grounds for Marx& / #8217 / s analysis. In light of the writings of these historical precursors, Marx constitutes a profound critique of capitalist mode of production. On the other hand, Deleuze and Guattari, as the representatives of contemporary French philosophy, develop a different account of capitalism in their influential book called Anti-Oedipus. By relying upon Nietzsche, in Anti-Oedipus, Deleuze and Guattari examine capitalism in a non-dialectical manner. Despite the fact that they reject the major aspects of Marxian mode of thinking, they concentrate on the similar questions shared by Marx. The question of capitalism and its conception as an immanent system which reproduces itself by means of capital appears as the common problem that directs them to think analogously. In this respect, this thesis is an attempt to discover the points of ruptures and the points of continuities in two different account of capitalism.
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