Brend/moć / Brand/Power

Milan Jovanović


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.


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

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


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

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