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The Codes of Advertising: Fetishism and the Political Economy of Meaning in the Consumer Society
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The Codes of Advertising: Fetishism and the Political Economy of Meaning in the Consumer Society

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This book examines the commercial speech of advertising as a cultural phenomenon whose social significance far exceeds its economic influence. Jhally argues that by selling viewing time to advertisers, television converts audiences into laborers who "work" for the media in the same way that workers do in a factory. By watching commercial messages on TV, viewers actively cr ...more
Paperback, 225 pages
Published March 14th 1991 by Routledge (first published January 1st 1987)
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Sut Jhally is Professor of Communication at the University of Massachusetts at Amherst and Founder and Executive Director of the Media Education Foundation (MEF). He is one of the world's leading scholars looking at the role played by advertising and popular culture in the processes of social control and identity construction. The author of numerous books and articles on media(including The Codes ...more