{"resolved":true,"match_type":"uuid","source_type":"original_book","book_id":"50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed","title":"Digital Capitalism","author":null,"edition":null,"publisher":null,"year":null,"isbn":"2021022153","requested_by":"printed_page","book":{"source_type":"original_book","book_id":"50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed","id":"50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed","uuid":"50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed","title":"Digital Capitalism","normalized_title":"digitalcapitalism","author":null,"edition":null,"publisher":null,"year":null,"isbn":"2021022153","isbns":["2021022153","9781032119182","9781032119205","9781003222149","2405518376"],"parsed":true,"ai_readable":true,"document_type":"book","page_count":343,"navigation_url":"https://workshop.closeclaw.top/ai/book/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed","title_url":"https://workshop.closeclaw.top/ai/title/Digital%20Capitalism","fixed_page_url_template":"https://workshop.closeclaw.top/ai/book/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed/page/{printed_page}","path_api_url_template":"https://workshop.closeclaw.top/api/ai/book/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed/page/{printed_page}","read_url":"https://workshop.closeclaw.top/api/ai/read/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed","page_url":"https://workshop.closeclaw.top/api/ai/books/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed/page","search_url":"https://workshop.closeclaw.top/api/ai/books/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed/search"},"page":{"printed_page":199,"pdf_page":213,"physical_index":213,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"1f1d7e7d64c2c5ce2d37239a3a8052109242dea3421be87ef613a6dd60ce5b23"},"chapter":"DIGITAL CAPITALISM","content":"Advertising is tremendously powerful because it tells stories and provides meanings about goods and the economy that are not presented in other forms. It uses various strategies for doing so, for example the strategy of black magic (Jhally 2006, 91): Humans suddenly transform in supernatural ways through commodity use. Advertising is a secular form of religion. Advertising is a system of commodity fetishism: It promises satisfaction and happiness through the consumption of things (Jhally 2006, 102). For Jhally, advertising is propaganda that promotes the ideology of human happiness through the consumption of commodities. By analysing advertising as ideological commodity propaganda and commodity consumption ideology, Jhally defies positivist definitions of advertising that describe it as useful information for consumers that helps them navigate commercial options in complex markets. A typical example of such an uncritical definition of advertising defines it as “a channel of information from manufacturers to Consumers” that merely “tells where to find what you want” (Kaptan 2002, 28).\n\nIn his essay Advertising: The Magic System, Raymond Williams (2000) analyses the history of advertising. He shows that in the early stages of capitalism, advertising was seen as harmful and was therefore limited by an advertising tax. The emergence of advertising, as we know it today, can be traced back to the emergence of monopoly capitalism in the late 19th century.\n\nAdvertising was developed to sell goods, in a particular kind of economy. Publicity has been developed to sell persons, in a particular kind of culture. The methods are often basically similar: the arranged incident, the ‘mention’, the advice on branding, packaging and a good “selling line”. (Williams 2000, 183)\n\nComparable to Jhally, who sees advertising as capitalism’s secular religion, Williams analyses advertising as capitalism’s commodity magic: advertising is capitalism’s system of “organized magic” (Williams 2000, 186) and “organized fantasy” (p. 193).\n\nYou do not only buy an object: you buy social respect, admiration, health, beauty, success, power to control your environment. The magic obscures the real sources of general satisfaction because their discovery would involve radical change in the whole common way of life. (p. 189)\n\nChapter Eight | Big Data and Critical Marketing\n\n199\n\nKey Theoretical Approaches","previous_page":198,"next_page":200}