The Role of Photography and Cinema in the Rise of Mass Consumer Culture in the Early Twentieth Century

Essay , 2006 , 26 Pages , Grade: High Distinction

Communications - Media History

The Industrial Revolution was characterized by two intrinsically linked social phenomena. Firstly, a social shift in the transformation of a traditionally agricultural society into an industrial and increasingly urban mass society; secondly, a technological shift resulting in the virtual explosion of the mass production of consumer goods. Towards the end of the nineteenth century these two events, large-scale changes in social structure and mass production, became the basis for the rise of consumer capitalism.

This newly generated consumer market was made possible by a steady increase in mass production, characterized by large numbers of diversified goods, often with a built-in obsolescence, which stimulated the process of ongoing consumption. The need for a frequent replacement of commodities, in combination with the striving of urbanised individuals to fill the gaping void within his or her existence that resulted from the demotion of labour productivity in the framework of modern society, gave rise to consumer culture.

Table of Contents

INTRODUCTION

1. The Rise of Consumer Culture and the Making of the Individual

2. The Shaping of the Modern Consumer Culture

3. Creating a Life-Style: “Born to Buy”

4. Psychology in Advertising: Establishing and Maintaining the Social Self

5. The Role of Photography in Advertising

6. The Role of Cinema in Advertising

7. Celebrity Endorsement Advertising

8. Branding as a Marketing Strategy

9. Ideology in Advertising

CONCLUSION

BIBLIOGRAPHY

• College: James Cook University (James Cook University)
• Course: History of Communication
• Grade: High Distinction
• Author: Dr. Sabine Mercer (Author)
• Publication Year: 2006
• Pages: 26
• Catalog Number: V300164
• ISBN (eBook): 9783656965473
• ISBN (Book): 9783656965480
• Language: English
• Tags: consumer culture, mass society, mass production, commodities, consumption, mass media, photography, cinema, film industry, capitalism, advertising, marketing, product promotion, urban society, social self, exchange value, modernity, fetishism, celebrity, film stars, electricity, gender roles, life-style