Könyv Beyond Cravings Jamal Fahim

Beyond Cravings

Gender and Class Desires In Chocolate Marketing

Szerző: Jamal Fahim
Nyelv: Angol
Kötés: Puha kötésű
Elérhetőség: Beszállítói készleten
Küldés 5-8 napon belül
16 462 Ft
Of the many comfort foods available, chocolate is identified as being the most craved, tellingly exp...

Információk a könyvről

Szerző
Nyelv
Angol
Kötés
Könyv - Puha kötésű
Kiadva
2012
oldal
52
EAN
9783659266249
Enbook ID
06935609
Súly
96
Méretek
150 x 220 x 3

Teljes leírás

Of the many comfort foods available, chocolate is identified as being the most craved, tellingly expressed by the coinage of such terms as chocolate addiction or chocoholic. It has become a fetishized commodity in the United States that people associate with reward, comfort, luxury and sensuality. Chocolate consumption is an appropriately ambiguous phrase for it may refer to either the purchasing or the eating of chocolate. The unresolved tension of this ambiguity draws forth the latent connotation of consumption where both meanings are combined consumption is the act by which a consumer merges with a commodity. It is this deeper significance and its close relationship to the Marxist phenomenon of fetishism that I will explore. This paper seeks to answer the question, How is chocolate an example of a fetishized commodity in 21st century U.S. society? My study will touch upon the overall structural and supportive role of fetishism within the capitalist system, but primarily aims to clarify the exact mechanism by which the consumer class is successfully manipulated by it.

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