Industrial and cultural industry has converged discuss
MS202 0105316 Industrial production has converged with cultural production. Discuss. With relevance to my case study of NIKE I will show how industrial production and cultural production work together to see NIKE as a brand. To examine this statement I will look at what industrial and cultural production is. ... NIKE uses industrial and cultural production to create a lifestyle that is presented to its customers. ... Within the case study the history of NIKE’s branding and PR will establish how NIKE came about, how NIKE approached branding and how as a company and brand it has developed over the years. ... Through the use of marketing campaigns i will show how NIKE use industrial production and cultural production to create a lifestyle, this is how NIKE present themselves to try to persuade the consumer that they are buying into a lifestyle. ... The idea of the brand also encompasses the associations that the name has for the consumers. ... From the early seventies to the present NIKE has become one of the leading sports companies in the world. It has gone from being a strictly runner-orientated company, to one supporting every sport possible. Through the signing of hundreds of athletes and various successful ad campaigns NIKE has now become a company that not only influences the sporting world, but has created the MS202 0105316 sporting world. ... NIKE’s expansion into every sport has been off the back of sporting masters: Carl Lewis on the track, tennis’s John McEnroe, Tiger Woods, who led NIKE into golf; Ronaldo and the Brazilian national football team and Michael Jordan who famously rescued the company. ... From the beginning NIKE has been prepared to take a gamble on sporting bad boys others would not touch, others such as Eric Cantana and André Agassi. ... It is precisely this kind of vaguely anomic cultural politics that has opened a space for NIKE to prosper in, as it has MS202 0105316 constructed an image of an entity that stands for a moral recentering of relationships. NIKE advertisements construct an impression that NIKE has a sturdy and durable moral centre. ... NO LOGO suggests, “So the role of advertising has changed from delivering product news bulletins to building an image around a particular brand-name version of a product” (2000:14). ... Advertising has become a cultural space where competitors try to maximise the value of their visual logo. Advertising has become a vehicle for articulating a brand’s sign value. ... NIKE’s cultural industry is focused on selling NIKE as a brand and making a profit. The idea of the culture industry was first widely used as a concept by Adorno. Adorno came up with the term ‘culture industry’ to show the way in which cultural items were produced in a similar way to how other industries manufactured vast quantities of consumer goods. ... Adorno saw that capitalism paved the way for the ‘culture industry’ to feed the people with products (Adorno, 1991:65). ... People’s true creativity and expression is replaced by culture industries churning out mass products, Adorno suggests, “Commodity fetishism (promoted by marketing, advertising and media industries) mean that social relations and cultural experiences are objectified in terms of money. ... Adorno’s theory on capitalism relates to NIKE as NIKE consumers buy into the lifestyle that NIKE has created around its brand. ... Again the lifestyle of NIKE is being sold through the industrial product. ... Culture no longer stands on its own; it has not disappeared or is extinct but it has exploded. Cultures has affected everything throughout the social reality. ... This relates to NIKE as it links industrial production and cultural production. The product itself helps to sell the cultural product.