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109028, Moscow,
2/8 Khitrovsky Pereulok, Building 5 (metro «Kitay-Gorod», «Kurskaya», «Chistiye Prudy»)
Time has always posed challenges for those who work in the media industry. Such a complex field has a great number of interrelated components – from social change to revolutionary advances in technology.
We suggest taking a look at social processes in a much broader way by studying journalism, media management, directing, editing, the stages of the creative process, and the production cycle of creating a media product – simply put, everything that can be called journalism, media, and communications.
NY: Routledge, 2024.
Artnodes. 2024. No. 33. P. 1-9.
Yefanov A., Tomin V.
In bk.: 2023 Communication Strategies in Digital Society Seminar (ComSDS). IEEE, 2023. P. 86-89.
Lapina-Kratasyuk E., Oiva M.
Haastatteluaineisto Yves Montand Neuvostoliitossa, lähdemateriaali. http://urn.fi/urn:nbn:fi:lb-2020081502. The Language Bank of Finland, 2021
"Branding, Self-branding, Making: The Relation Between Spectacle and Prosumers in the Age of Cognitive Capitalism". The Open Lecture of Nello Barile, PhD Media Studies
When: September 27 (Thursday), 16.30
Where: Myasnitskaya st, 11, room 328
The Faculty of Communications, Media, and Design invites you to participate on the lecture, that will be held on 27.09.2018. The lecturer — our guest Nello Barile — is the professor of media science and sociology of cultural processes in the International University of language and media, Milan, Italy.
The topic of the lecture: "Branding, Self-branding, Making: The Relation Between Spectacle and Prosumers in the Age of Cognitive Capitalism".
Area of interest: media, globalization, consumption, political communication.
Registration under the link: https://goo.gl/forms/Ti3IHqqklLYF9c2X2 (if you are not an HSE employee or an HSE student, registration form closes on 27.09.18 at 13.00).
Language of the event: English
Abstract
The lecture will analyse the process of consumer’s cognitive exploitation in which the consumer is at the same time the centre of the universe peopled by global brands and the victim of a sort of identity burglary.
This process became visible during the 1990s with a revolutionary approach of companies to communication and advertising (Klein, 2000).
but it became even stronger recently with the emergence of a new digital economy based on the centrality of UGC (Users Generated Contents) and with the blurring of boundaries between virtuality and reality (Jurgenson 2011).
Everything started with the fetishization of consumer’s experiential field (Barile 2009), of his emotional capital (Illouz 2007) and also of other abstract categories such as the ‘social’ (Lovink, 2011) or the amateur’s creativity (Keen 2007).
Adopting the same democratic rhetoric, the system was able to implement a full cognitive exploitation of users (Formenti 2011).
The lecture will describe the evolution from the hegemony of global brands through self-branding logic — based on the transformation of emotions in a competitive resource (Barile, 2012) — to the actual productive and participative emancipation of the makers (Gauntlett 2011).
Notwithstanding this ‘linear’ evolution, the aims of makers could be turned into a new form of exploitation in which production is externalized into the consumption, and the cognitive hegemony of global brands that is empowered by a hyper-sophisticated storytelling.