Read e-book online Performing Consumers: Global Capital and its Theatrical PDF

By Maurya Wickstrom

ISBN-10: 0415339448

ISBN-13: 9780415339445

ISBN-10: 0415339456

ISBN-13: 9780415339452

Performing Consumers is an exploration of how within which manufacturers insinuate themselves into the lives of standard those that stumble upon them at branded superstores.


Looking at our performative wish to ‘try on’ otherness, Maurya Wickstrom employs 5 American brandscapes to function case stories: Ralph Lauren; Niketown; American lady position; Disney shop and The Lion King; and The discussion board retailers at Caesar’s Palace in Las Vegas. during this post-product period, every one builds for the performer/consumer an intensely gratifying, somatic event of merging into the logo and reappearing because the model, or the brand’s fictional meanings.


To comprehend this embodiment because the manner that capital is generating subjectivity as a facet of itself, Wickstrom casts a large internet, drawing on:



  • the historical past of capital’s courting with theatre

  • political advancements within the United States

  • recent paintings in political technological know-how, philosophy, and function stories.

An adventurous examine of theatrical indeterminancy and fabric tradition, Performing Consumers brilliantly takes company tradition to task.

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Performing Consumers: Global Capital and its Theatrical Seductions by Maurya Wickstrom


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