Spectacality: Pledge Allegiance to the Image

society of the spectacle

PowerPoint presentation broken into (6) parts that describes the transition from prehistory to industrial capitalism, culminating in a spectatorial capitalism described by Guy Debord. Videos have been inserted between the PowerPoint demonatrations to add depth to this description. Go to FULL SCREEN to see two at a time. Web page will take extra time to load.

Communication has entered as a productive force, replacing material production as a primary engine of growth in the United States economy.

Spectacality is a more contemporary version of the Spectacle, originally posited in 1968, by Guy Debord. For Debord, the Spectacle was the total connotation of the commodity, in all its forms: politics, media, sports, entertainment, information exchange.

Spectacality is a quality of The Spectacle. The image riegns supreme.


2001 Space Odyssey: The Dawn of Man

   
 For a larger view of the PowerPoint, click on the box just right of the slide counter.  
Automated production arises to change humanity's relationship with objects. Objects and things, once peripheral, become primary and abundant. 

Scarcity to Abundance

1958 Pepsi Commercial

 

Capital Accumalutes to Become Image

Capital accumulation makes the transition from tangible assets, formerly based on land, labor, andcapital (forces of production) to the commodity and its image.

Victoria's Secret Fashion Show: 2008

Spectator Capitalism

Information and images displace industrial production as a primary force, celebrities and entertainers emerge as economic titans of the post industrial order.

Micheal Jackson at the Superbowl


Wall Street

Wall Street traders (information exchangers tied to computers and screens), once peripheral players that added liquidity to markets, become primary, displacing traditional Wall Street business that once catered to clients that formerly invested and to firms that formerly produced tangible products.

Wall Street: Gordan Gekko's Speech: "Greed is Good"


Image Factory

Images duplication joins factory style automation in the duplication of people, places and things, creating copies of what once original. 
 

Andy Warhol Interview

Consequences and Strategies

 Societal domination and alienation has been driven largely by a media that operated one way.  Web 2.0 (the read - write web) offers opportunities for participation and collaboration, redirecting  information flows, overcoming traditional barriers created by hierarchical organization, age, race, gender, national status, geography and access to capital.

Guy Debord's "Society of the Spectacle"


James Pruett may be reached at jameshpruett@gmail.com


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James Pruett
James Pruett
Consumer Sociologist, Social Business Advocate
Houston, TX
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