Advertising as Capitalist Realism
Advertising, as the early agency Lord and Thomas put it, is "salesmanship in print." It is just that simple, just that complex. Understanding advertising entails understanding the difference between personal and printed or broadcast communication; the differences entailed in the "decontextualization" of thought and feeling that systems of mass communication make possible. With the invention of writing in human history, anthropologist Jack Goody observes, "Speech is no longer tied to an occasion: it becomes timeless. Nor is it attached to a person; on paper, it becomes more abstract, more depersonalized." For Goody, this opens the way to science, to the growth of criticism, and to a more tolerant attitude toward one's own frame of reference. But the same forces that enable people to see themselves as individuals independent of social and traditional contexts make people susceptible to the appeals of mass media, including advertising. This is an openness or susceptibility qualitatively different from the householder's vulnerability to the direct sales pitch. Among other things, it connects the consumer not only to an item for sale and a person selling it but to an invisible, yet present, audience of others attuned to the same item for sale and the same symbols used to promote it. The advertisement, like the sales talk, links a seller to a buyer. Unlike the sales talk, it connects the buyer to an assemblage of buyers through words and pictures available to all of them and tailored to no one of them. Advertising is part of the establishment and reflection of a common symbolic culture.
Art as a Cultural System
The paper is one of the four central texts where Clifford Geertz summarized his ideas. Geertz suggests an understanding of art as a social phenomenon and gives a social anthropological account of aesthetic experience. In opposition to structuralism, which analyzes art as a closed sign system developing according to its inherent logic, and to radical functionalism, which attempts to study art as if its main function was to maintain established institutions of culture, Geertz proposes to view a work of art as a symbolical expression of the significant experience of its creator. In this case the ability of aesthetic perception of the work of art is treated as the ability to recognize the symbols it contains - the ability that results from involvement in the relevant cultural (religious, commercial, ceremonial, etc.) practices. Author illustrates his argument by the examples from the studies of that time: studies of Abelam tribe of New Guinea, Yoruba people of Western Africa, Quattrocento Italia, and modern Morocco.
Computer Simulation Modeling
Computer simulation as a research methodology is presented as the intersection of modeling, simulation, and computer analysis. Five component parts of simulation models are identified: input variables, output variables, assumptions, algorithms, and parameters. Computer simulation (CSM) has two primary uses for those interested in the study of organizations or who work within them: theory development and policy planning. The advantages and disadvantages of CSM for each of these purposes are examined and recent examples for each are explored.