COMMUNICATIVE CAPITALISM

Şahin ALP

This article is about definition of communicative capitalism and the effects of communicative capitalism on people, governments, countries and the world. Secondly I want to discus about relationships between communicative capitalism and democracy. Jodi Dean is a professor of political science and she has some articles and researches about this topic. When I write this article, I generally take advantage of her academic researches and articles.

What is the communicative capitalism? I think firstly we should explain this concept to understand easily its effect on people, governments, countries and the world. Nowadays, we live in a consumer society and we experience this consumption in every part of our life. The big famous companies and producers firstly tell us that what we need, what should we buy. Then they provide our these requirements. In summary, these companies firstly produce our needs in our minds and then they produce these products which are our requirements. Thanks to our needs, some companies very famous now. Professor Jodi Dean says about this topic that “McDonald’s, Walmart and reality television are depicted as popular because they seem to offer what people want. How do we know they offer what people want? People choose them. So, they must be popular.”

The advertising is the first important cause of these consumption societies because all of the big companies and producers use every mass communication devices to show and sell us their products which are “our needs”. They spend million dollars to advertising but they win billion dollars. However, when they spend all of these money to advertising, they know a reality exactly. The best advertising is the suggestion of the people for each others. That’s why, sometimes these companies use some methods to use this natural and free advertising. Thanks to this natural method, our special and personal communication is an advertising in our daily life and it serve capitalism normally.

Political campaigns are also interested in communicative capitalism. Politicians generally use it to the election campaign and to learning and changing general ideas of people about them. Political campaigns are not same exactly with advertising or commercial campaigns but when you look at them, you cannot see differences between them. According to this topic, Jodi Dean claims that “the market is not a system for delivering political outcomes – despite the fact that political campaigns are indistinguishable from advertising or marketing campaigns.”

Also government use generally communicative capitalism, when they want to learn people’s ideas about their important politic decisions such as war, peace or international agreements. This is look like a requirement of democracy. Of course governments should ask the ideas of their people but the cause is not this in here. Generally they do not care about the ideas of people but their main target is finding adherent to support their politic decisions because it appear more democratic to people. Dean says that about this topic “Political decisions – to go to war, say, or to establish the perimeters of legitimate relationships – involve more than the mindless reiteration of faith, conviction and unsupported claims.” She also gives an example about this topic and she tells that “I’m thinking here of the Bush administration’s faith-based foreign policy and the way it pushed a link between Iraq and Al Qaeda.”

References

http://commonconf.files.wordpress.com/2010/09/proofs-of-tech-fetish.pdf

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