Brend/moć / Brand/Power

Milan Jovanović

Abstract


This paper explores the subject in the order of power from the point of the view of the brands, which produces discourses of production, dominance and signs. Specially, this paper investigates the influence of brands on technologies of the self. Taking into account the omnipresence of the brands in human society environment, and brands as a main product of the capitalist consumer society, this paper explores the inevitability of the subject’s identification with brands lifestyles, and/or the immanent influence of brands to subject’s spacetime behavior (during production or consumption). The subject, supposedly and according to the technologies of the self, acts on his own body in the process of self subjectivation to brands.


Keywords


brand, power-knowledge, subjectivation (assujettissement), identity/identification

Full Text:

PDF

References


Agamben, Đorđo. Homo Sacer. Beograd: Karpos books, 2013.

Babin, Barry J. Ponašanje potrošača. Beograd: Data status, 2012.

Butler, Judith. The Psychic Life of Power. Stanford: Stanford University Press, 1997.

Cohen, Daniel. Three Lectures on Post-industrial Society. Cambridge: MIT Press, 2008.

Deleuze, Gilles. “Postscript on the Societies of Control.” October 59 (Winter 1992).

Devenport S., S. Leitch, J. Motion, and M. Renton. Mobilizing scientific discourse to rebrand organizational identity. EGOS New Zeland, 2009.

Fuko, Mišel. Moć/znanje. Novi Sad: Mediterran publishing, 2012.

Fuko, Mišel. Poredak diskursa. Beograd: Karpos, 2007.

Fuko, Mišel. Tehnologije sopstva. Beograd: Karpos, 2014.

Fuko, Mišel. Volja za znanjem – Istorija seksualnosti I. Beograd: Karpos, 2006.

Ilić, Miloš. Kulturna dinamika, Sociologija kulture i umetnosti, VII izdanje. Beograd: Naučna knjiga, 1983.

Jobber, David and John Fahy. Osnove marketinga. Beograd: Data status, 2006.

Klajn, Naomi. Ne Logo, Reč. Beograd: Samizdat b92, 2003.

Milenković, Pavle, and Dušan Marinković. Fuko 1926–1984–2004 hrestomatija. Novi Sad: Vojvođanska sociološka asocijacija, 2005.

Olins, Voli. O brendu. Beograd: Profil, 2003.




DOI: http://dx.doi.org/10.25038/am.v0i11.156

Refbacks

  • There are currently no refbacks.


Copyright (c) 2017 AM Journal of Art and Media Studies

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The content on this site is licensed under a Creative Commons Attribution 4.0 International License.

AM Journal of Art and Media Studies ISSN 2217-9666 - printed, ISSN 2406-1654 - online, UDK 7.01:316.774

Contact: amjournal@outlook.com

Publisher: Faculty of Media and Communications, Singidunum University, Belgrade, Serbia

Indexed in: ERIH PLUSEBSCODOAJ, and in The List of Scientific Journals Categorization of Ministry of Education, Science and Technological Development of Republic of Serbia (M51-2019). Beginning with No. 12 2017, AM is indexed, abstracted and covered in Clarivate Analytics service ESCI.