Are you in control… or sold the idea of choice?
<p>From corporations dealing with our private data to third parties, enticing us through their advertisements, to the media subtly introducing ideas —purportedly for diverse conversations — and reinforcing them into our belief system through algorithms. Celebrities also play a key role in promoting capitalism by cultivating a culture of desire for wealth and fame through exclusive products. This has given rise to new subcultures that define their identity on brands.</p>
<p>Archer et al discovered that working-class young people constructed identities around branded sportswear, particularly the brand ‘Nike’. Wearing these clothes became a form of symbolic capital (status), and not being able to afford a ‘Nike’ identity meant potential mockery for wearing lesser brands. Such a brand’s influence was so powerful that it created the notion that without it, you would be less valuable, being associated with black masculinity and sports stars that were used to promote brands.</p>
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