Capitalism and the corporate life of the logo

Mules, Warwick (2005) Capitalism and the corporate life of the logo. Arena Journal, 23: 147-159.

Author Mules, Warwick
Title Capitalism and the corporate life of the logo
Journal name Arena Journal   Check publisher's open access policy
ISSN 1320-6567
Publication date 2005
Sub-type Article (original research)
Issue 23
Start page 147
End page 159
Total pages 13
Place of publication Fitzroy, Vic
Publisher Arena Publications
Language eng
Subject 200204 Cultural Theory
220317 Poststructuralism
Abstract As a form of controlled chaos, capitalism has undergone many transformations. For instance, the desire to promote products has gradually been replaced by a desire to promote the desire for products through the invention of a universal consuming self. However, one could be forgiven for not having noticed another, more nuanced change. The company name, once appended to the product as a brand to distinguish it from competitors, has now become the sign of a self-sufficient entity with its own life - the corporation. Instead of the desire for the desire for products, we now have the desire for production itself, an entirely new form of relation between the consuming self and capital, a relation that was nevertheless already prefigured, as we shall see, in capital's earliest forms.
Q-Index Code C1

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
School of Communication and Arts Publications
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