Why do we follow brands? : capitalism and our loss of meaning

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my book COLLAPSE FEMINISM is out!! You can get it pretty much everywhere online but if you want to buy a copy, please prioritise indie bookshops x

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SOURCES/RESSOURCES 📚

Sources can be found throughout the video :)
If you're not familiar with Naomi Klein's work please check out No Logo and Shock Doctrine (loved her more recent one Doppelganger as well)
Llorca's work isn't translated in English yet...

The social media account I recommend following (on insta):
Atmos
Climatevanguard
Theslowfactory
perfectunion
vulgadrawings
teachusconsent
democracynow

SOCIALS 👩‍💻
Storygraph: @alicecappelle
Instagram: @alicecappelle_
Twitter: @cappelle_alice

[CelticKnight]

Capitalism commodifies everything, including culture, which in turn produces and reinforces a sense of alienation from what our culture actually means and our relation to it. It's refreshing to see your optimism!

[CCGROUNDZERO]

Macron's slogan of "responsibility" carries the same neoliberal stank as Tony Blair's slogan of "liberating the individual" back in the 90s. One would think that people are better able to catch on to similarities like that these days, but we're just too distracted and caught up in corporate propaganda.

[pendragon]

We're dealing with a lot of this in the US. Everything's a slogan and nobody says anything. And it's a corporate thing. This is what I tell people when they ask me about Trump's word vomit. It's a businessman's tactic--just keep talking and keep insisting everything is great, everything is good, it's all about your confidence. When you break it down, it usually means nothing. Great video, Alice--I just joined your Patreon and am already enjoying the good conversations. Keep up the good work! 🙂

[lesparks]

The "branding" started years ago, embodied in the show Madmen. But starts with Edward Bernays "father of Public Relations". His first work was in 1929 effort to promote female smoking by branding cigarettes as feminist "Torches of Freedom".

[arthur.liveira_]

There’s a text from Byong-Chul Han entitled Saving Beauty that works with the concept of “Sleek Aesthetic”, arguing that we’re in a era where the sleek is prevailing in every aspect of our world, from the lost of depth in the meaning of words as you were talking about, to the images wee see in advertising, architecture, art, etc.

It relates with a sense of positivity that denies any king of negativity. The sleek has no imperfections, no resistance, it’s easy to accept and understand (since it’s depth has been taken out) and it keeps us in the surface of things. It’s mind-blowing how simple the idea can appear and how complex the consequence of it’s applications.

So he criticizes this aspect of our socieday, and it’s actually mind-blowing how he presents us to this idea, but also debates on possible solutions, or it wasn’t supposed to be called “saving beauty” haha

I haven’t red the whole text yet, I just joined a research group on the topic, but I thought that maybe it would be interesting for you :)

[TheJofurr]

Brands are also a safe way of expressing identity in a competitive capitalist regime that pits workers against one another; if you do something weird and different, it's a potential liability but if you're all about that Marvel and Ted Lasso? Why, those are the most corporate-friendly things of all!

In other words... Life, uh, finds a way.

[adrientirard]

A good example of a brand promoting a vision of society (which is also I think the most frustrating ad I've ever seen) is the yogurt Chobani ad called "Dear Alice". It's a beautiful animation that portrays a Solarpunk society. It's just very sad that's it's being used to sell us more stuff.

[mdp]

I am from Brazil and recently i see one search realize here where they ask from the youngest generations the main reason from choice buy from one brand instead other's, The answer was commitment to social and environmental causes, more and more, especially among youngest, people see themselves as consumers instead citizens, as if the only thing they can do is choosing who to buy from.

[Tiresias]

In Argentina has just assumed Javier Milei, a right wing president (libertarian) who, in the first two weeks, made a big presidential decree to abolish any kind protesting with police force, took several worker rights out of the law, and made desregulations in the explotation of minery, markets. "Free'd" the market (of any law) overall.
Here in Argentina several protest already had been held and it's nice to see positivism against these kinds of people and big corporations overall, thx so much for your work <3

[fredkrissman]

So glad you used Greta's "Bla, bla, bla!" in this vid Alice!!!
Today is Greta's 21st b-day, and we have much to look fwd to in terms of her honest genius.

[sammalatesta]

The point about companies wanting to create an image of their ideal is so true I think. Every Ad is a chance to create a picture of what society should look like to companies. In america especially it's the nuclear family, with 2 cars, single family home, and a kempt grass lawn.

[tznk]

I';m English, and after the first two minutes of your video I'm reminded of both how foreigners react when they come here and actually experience our country for *real* for the first time, and also how ridiculous I thought the 2012 Olympics opening ceremony was.

At various points I think there has been some debate as to what British or English culture is too, but at the moment it feels like we're trying not to think about it and hoping it will sort itself out. Which is extremely British, now that I think about it.

[PAPDUKK]

Here in Sweden the government (right wing parties) has launched a project to establish a cultural canon, something both Denmark and Latvia seem to have. At first this seemed like a list of books directed towards children and young adults to educate them about the nations literary history, after a press conference about 3 weeks ago it was reveled that this project is supposed to encompass many more aspects (economic culture, music culture etc). A committee leader has been chosen and the project is going to last indefinitely, things will be added as time passes, which begs the question if it´s even possible to establish a cultural canon. Like you showed and discussed in the intro it´s easy to put together a "stereotype" of a nation and its culture however there´s no surefire way to make sure this relates to the people who actually make the nation. I wonder if it will lead to some strange sort of state made commodification of swedishness and if more countries are going to try similar things since the right seems to be on the rise.

[novembermember]

I believe following brands and heavily endorsed celebrities is pointless and this is because I seek humanity and authenticity from who I follow and I know I will not find this from these outlets.

[holosmoss]

I print alot of corporate self congratulation and other form of inner propaganda and its all so vague and empty which is the same as art description in museums or the 3000words blog you get if you search for a recipe. Its all filler words to make you feel as part of something, that ultimately doesn't want to be anything, being clear is a risk no one wants to take consciously.

[Flying_Sno]

Your optimism is inspiring! Thank you for making great videos.

[StainlessHelena]

Despite the grim topic, this video didn't leave me feeling lost and powerless, but carefully optimistic and wanting to do something meaningful. I have known that feeling you described and I want to feel it again.

[alejotinganell]

I am extremely happy youtube's algorithm has suggested me your video at the very home page. Great video!

[azmodanpc]

Just been to Paris and saw plenty of the Banlieus. And the traffic. And the weird flea markets with drug sales and boom boxes blaring. 10/10 would do again. Oh and the massive variety of the metro cars and stations with weird topology, maddening complexity and cleanliness variety, not to mention the flakiness of tickets: one in three instance they’ll just stop working and the magnetic strip won’t work.

[danwynn]

Hi Alice! As a sociology graduate and geek I find your channel to be such a breath of fresh air! Thank you, thank you, thank you! ❤