Download PDF Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture, by Stuart Ewen
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Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture, by Stuart Ewen
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Considering advertising and the consumer culture, this text covers the social crisis of industrialization; advertising as social production; the political ideology of consumption; and the social crisis of the mass culture.
- Sales Rank: #4829879 in Books
- Published on: 1977-06
- Original language: English
- Number of items: 1
- Dimensions: 8.00" h x 5.50" w x .75" l,
- Binding: Paperback
- 261 pages
About the Author
Stewart Ewen is professor of media studies and chair of the Department of Communications at Hunter College. He is also a professor in the Ph.D. programs in history and sociology at the City University of New York Graduate Center. He is the author of the acclaimed Captains of Consciousness, Channels of Desire, and All Consuming Images, the last of which provided the basis for Bill Moyers’s award-winning PBS series The Public Mind. He lives in New York City.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Talk about advertising
By MontanaChurch
I needed for class but an interesting read nevertheless.
6 of 6 people found the following review helpful.
Instrumental in broadening prospective
By Vladimir Korovkin
Stuart Ewen. Captains of Consciousness. Basic Books, 2001
Preface says that some reviewers labeled the book as "Marxist". They definitely missed the point. Feeling sympathetic towards Proletariat isn't Marxism exclusive trademark. Yet the book definitely lacks the depth of economic analysis and feeling of history (including actual class struggle) to fit the best standards of historical materialism. H. Zinn's "People's History of the USA" is much more monumental in collecting the social and economical realities of the US of the period.
As M. Schudson rightfully noted, the author of "Captains" too often takes the bluffing of second-rate admen at face value as the industry's real best practices. All this comes under obvious ideological inspiration of Marcuse.
Still the book seems to be the only study of advertising history that takes into consideration the working-class, including immigrants. Virtually all others suggest that there was no life outside of "Middle Class America".
Thus "Captains" are the must for any researcher or student in advertising sociology who wants to broaden his/her prospective.
41 of 42 people found the following review helpful.
Consumer society revealed
By J. Grattan
This book is a penetrating analysis of the origins of our mass-culture, consumerist society. First, the author debunks the notion that consumerism was a natural technological development or clearly represents progress.
The author makes evident that the captions of industry sought to exert control over the entire social milieu beginning in the 1920s. Their foremost project was to define American life as consumerism. Consumption was marketed as far more than acquiring the essentials of life; it was a means to transform one's life: to achieve social esteem, to escape otherwise mediocre, humdrum lives. It was very much an individualistic approach to life in contrast to the traditional focus on small communities or extended families.
Industrialism was not easily swallowed by workers of the 19th and early 20th century. Traditional social bonds became irrelevant in factory production. Also under scientific management work was systematically deskilled and redefined by management. The strike wave of 1919 and the "Red Scare" of the early 20's convinced economic elites to set upon a course of pacification of discontented citizens in addition to measures of suppression.
The advertising in the 20's tried to convince that the mass production of consumable items was of tremendous benefit to society. The "freedom" of workers as consumers to transform their lives more than offset the actual loss of control over work processes. Every effort was made to see that mass-culture goods penetrated and hence defined all areas of life. Non-acceptance of that corporate-defined world was not viewed kindly. Virtually all non-market activity was cast as secondary, if not illegitimate. Buying superceded voting as the means to social remedy. Even families became purchasing units.
By the 1950s the transformation of the US to a consumerist culture was virtually complete. The penetration of corporate-owned television into all households ensured that alternatives to consumerism would not surface which was a continuation of the trend of centralization of all media outlets. The free-market and free trade ideologues of the 1990s are merely following in those same footsteps.
Though written 25 years ago, this book remains relevant today. More recent authors such as Kuttner, Schiller, Lindblom, or Frank can only add to what Ewen has already said.
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