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This Could Still Be a Movement: Why Mars Needs a Creative Direct…
This Could Still Be a Movement: Why Mar…

There is a general understanding that advertising works mostly by ‘emotional inception’: because of the ads you see, you subconsciously start associating certain values with a brand. In this piece, Kevin Simler argues that advertising works mostly because of ‘cultural imprinting’, “a the mechanism whereby an ad, rather than trying to change our minds individually, instead changes the landscape of cultural meanings – which in turn changes how we are perceived by others when we use a product.”

Mass culture itself has become a subculture — a sort of sideshow to the real action, the way that Joe Rogan, a mass culture icon, merely provides a stage for other subcultural phenomena, or the way that NPR-loving liberals are now identifiable as a very specific category, not the default. Class still exists, but there’s no longer just one aesthetic per class. Instead, “class” is expressed merely by price points that exist within consumer subcultural categories.1

Situated Learning: Legitimate Peripheral Participation
Situated Learning: Legitimate Periphera…
pdf
Consumption Meanings
Consumption Meanings
tareq on Twitter
tareq on Twitter
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Identity-Investment-Theory.pdf
Identity-Investment-Theory.pdf
pdf

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Venkatesh Rao on Twitter
Venkatesh Rao on Twitter
verifying-identity-as-a-social-intersection.pdf
verifying-identity-as-a-social-intersec…
pdf
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