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| MARKETING MODERNITY (in German) (3 credits) | ||
“Marketing Modernity: The Culture and Critique of European Consumerism.” Against the backdrop of industrialization, urbanization, and the rise of “mass culture” from the late 19th century until the end of World War II, this course will focus on advertising messages and images as significant artifacts in the interpretation of cultural change in the course of European modernity. It concentrates on the German context, but takes an interdisciplinary approach in tracing the rise of European consumer culture and outlining its evolving critique in the work of leading writers, dramatists, film-makers, and theorists. In addition to literary texts, readings will come from the fields of anthropology, geography, history, philosophy, and cultural studies. Key issues to be examined include: the relationship of the individual to the masses, changing gender roles and sexual identities, the function of art in society, the role of the psyche and unconscious needs and desires, and the politics of consumption. |
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