| Autor: |
Connolly, John, Dolan, Paddy |
| Předmět: |
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| Zdroj: |
Sociological Review; Jan2017, Vol. 65 Issue 1, p100-116, 17p |
| Abstrakt: |
Drawing from an Eliasian perspective we examine how an 'advertising subjectivity' became more firmly embedded within the bourgeois habitus. We explain how and why advertising slowly developed and expanded within a commercial organization despite initial opposition, ambivalence and even hostility from some of its bourgeois senior management towards the practice - the very social class sometimes identified with advertising's origins and advance. Our empirical case is based on Arthur Guinness & Sons Ltd, the Irish company which came to be renowned for the alcohol beverage which carried its name - Guinness stout. We explain how the development of advertising was impelled by a series of processes that increasingly interlocked; a widening and intensification of competitive commercial interdependencies; a shift in the power balance between the bourgeoisie and aristocracy in favour of the former in Britain; and by a changing consumer habitus in several different nation-states. Central though, as we illustrate, was a process involving the changing power relation between various social classes in Britain - principally the increasing power chances of bourgeoisie in relation to the aristocracy - a process that had advanced considerably by the turn of the twentieth century. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
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