What do you think?
Rate this book
The Objects of Affection: Semiotics and Consumer Culture
In this book, pre-eminent semiotician Arthur Asa Berger decodes the meanings of common objects of consumption and their perceived 'sacredness' in consumerist cultures. Using semiotic theory, consumer culture is dissected in new and fascinating ways.
- GenresNonfictionPhilosophy
211 pages, Hardcover
First published July 15, 2010
1 person is currently reading
51 people want to read
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 5 of 5 reviews
September 23, 2014
The overview of everyday objects, from the bipolar nature of Russians through their consumption if vodka to the sexuality inherent in women's choice of footwear is playful, illuminating and slightly random. The book stopped short of giving a actual approach to semiotics, but instead illustrated that a semiotic analysis of a concept is dependent on the history and perspectives of the semiotician.
June 25, 2017
Insightful (nudge, nudge)! I enjoyed this book and am not a fan of the non-fiction genre. I definitely think I want to explore and read more about semiotics having read this book.
February 25, 2021
The reading this week talks about semiotics and consumer culture with an analysis of different commodities and brands which are related to identity. Though mentioning protestant theology and Marxism, it’s generally quite straightforward to put psychoanalysis into consideration. For example, from Freud’s point, hat is a signifier of genitals which can explain the obsession with hats. However, this argument is not solid enough to discuss semiotics. ‘Hat’ as a symbol cannot escape its historical and social contexts: every pair of signifier and signified is developed from traditions, customs, historical events, etc. Though seemingly superficial, these factors are more falsifiable for academic studies.
Berger also attributes the postmodern lifestyle to eclecticism. Postmodern lifestyle refers to the condition that the consumers purchase different commodities they want even though the commodities are from diverse countries or cultures. Eclecticism appropriately explains this phenomenon and illustrates an alternative for the consumption of cultural industry. To be more specific, with deeper globalization, the masses have more options not only to choose what they like but also to reorganize and to create their own styles out of available commodities from different countries. The international brands developed their brand identities for themselves to be recognized. In this way, brands and designers attach semiotic value to their products. There are two levels of identities, one on the personal level and the other on the organizational level, which increase more possibilities for the consumers. Consumers can choose different brands by identification of their brand values. Besides, they may identify various brands for various commodities in order to show their tastes. For instance, Armani is good at clothes, and consumers thus may not purchase watches from them. The two levels of identities are two linguistic systems that interwove with each other and mutually shape each other. Brand identities as signifiers are produced by its designers and owners, chosen by the consumers, and change periodically by its performance on market. Personal identities are demonstrated by consumers themselves by choosing from a bunch of commodities including their brand identities.
Berger also attributes the postmodern lifestyle to eclecticism. Postmodern lifestyle refers to the condition that the consumers purchase different commodities they want even though the commodities are from diverse countries or cultures. Eclecticism appropriately explains this phenomenon and illustrates an alternative for the consumption of cultural industry. To be more specific, with deeper globalization, the masses have more options not only to choose what they like but also to reorganize and to create their own styles out of available commodities from different countries. The international brands developed their brand identities for themselves to be recognized. In this way, brands and designers attach semiotic value to their products. There are two levels of identities, one on the personal level and the other on the organizational level, which increase more possibilities for the consumers. Consumers can choose different brands by identification of their brand values. Besides, they may identify various brands for various commodities in order to show their tastes. For instance, Armani is good at clothes, and consumers thus may not purchase watches from them. The two levels of identities are two linguistic systems that interwove with each other and mutually shape each other. Brand identities as signifiers are produced by its designers and owners, chosen by the consumers, and change periodically by its performance on market. Personal identities are demonstrated by consumers themselves by choosing from a bunch of commodities including their brand identities.
January 5, 2018
Terrible book, with little insights and very superficial analysis. I did not even finish it.
August 31, 2014
Well written discussion of objects' meaning in everyday life. Very accessible with lots of references for those interested in semiotics, sociology, psychoanalysis, et al. What's not to like?
Displaying 1 - 5 of 5 reviews