By Sarah Banet-Weiser
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Additional resources for Authentic TM: the politics of ambivalence in a brand culture
Nor are all girls’ media productions mere masquerades rather than socially and cultur ally significant practices. YouTube is a rich online space for exploring these kinds of ambivalences. On July 25, 2008, the user kpal527 posted “i kissed a girl” to YouTube. In the two-and-a-half-minute video, two young white girls, likely twelve or thir teen years old, dance and sing to the popular song by teen idol Katy Perry, “I Kissed a Girl:’ The video seems to have been filmed with a webcam, a fairly low-quality image and no close-ups or any camera movement.
But because there is tremendous unpredictability in consum er culture in terms of what brands wifi actually inspire loyal relationships , marketers and branders are often anxious and insecure about which brands will succeed and which will fail. The relationship between brands and consumers needs to be constantly made and remade, and this continuous process creates yet another demonstration of the ambivalence in brand culture s. ” One strategy in . 60 BRANDING THE POSTFEMINIST SELF BRANDING THE POSTFEMINIST SELF securing this relationship involves collapsing brand strategy and personal identity; The collapse between business brand strategy and personal identity construction that these marketers assume has logic in an economic context where the individual is privileged as a commodity and where cultural and social life is increasingly organized and experienced through the terms and conditions of business models.
This kind of “immaterial labor:’ as I argued in chapter i, not only involves new characteristics of production, such as digital technologies and flexibility but also “involves a series of activities that are not normally recognized as ‘work’—in other words, the kinds of activities 72 II BRANDING THE POSTFEMINIST SELF involved in defining and fixing cultural and artistic standards, fashions, tastes, consumer norms, and more strategically, public opinion:’ ’ As a result, 6 the relationship between labor, products, and capitalism has a new dynamic, so that affect, attention, and culture itself are available as part of capitalist 62 Because labor is now understood as flexible, ephemeral, and con exchange.
Authentic TM: the politics of ambivalence in a brand culture by Sarah Banet-Weiser