MYTHOLOGIES OF CONSUMERISM: THE LOGIC OF CORPORATE BRANDING

We live in a consumer-driven society, but most of us never consider how we are being targeted as consumers or why we strongly identify with certain brands. This course will attempt to uncover the impact that corporations and corporate thinking have on our everyday lives. For instance, what strategies do corporations use to create brands and how can we recognize those practices within their advertising and image production? How are some consumers challenging or resisting the logic of branding? By examining anti- corporate activist practices, we will explore the reasons for such a challenge. Topics will range from the creation of brand identities to public vs. private space, corporate sponsorship, human rights, and consumer power.