How and why does digital adverting in global capitalism impact consumerism? How do people
navigate their way through it and to what extent can they successfully resist its adverse effects?
Digital advertising is a salient topic when explaining globalisation and the growth crisis of
contemporary capitalism in consumer culture. Therefore, this assignment will evaluate how people
consume media applying the theory of Marx, surveillance, social media, and the impact of
coronavirus on consumerism. For example, Marxists see the globalisation of digital advertising as
imperialism, the domination by rich nations of less industrialized countries, in order to spread
western capitalist ideas and systems (Matos, 2012). This assignment, therefore, focuses on how
people consume media and whether it can be successfully resisted, as digital advertising has become
a strategic way of influencing consumer behaviour and decision making (Carroll, 2020).
This assignment will firstly address the definition of digital advertising, which can be described as
‘the practice of delivering promotional content to users through various online and digital channels…
it leverages mediums such as social media, email, search engines, mobile apps, affiliate programs and
websites to show advertisements and messages to audiences’ (Deshpande, 2019).
Globalisation
It is also important to understand the role of globalisation in digital advertising. Globalisation can be
described ‘as an ongoing process that involves interconnected changes in the economic, cultural,
social, and political spheres of society’ (Cole, 2019). The application of globalisation is particularly
useful in the study of digital advertising, as it ‘enhances cultural identity’ (Wang, 2007, pp. 83-85).
Consumers of these advertisements ‘are not mere objects of cultural influences, but subjects who
can reject or integrate culture.. the sense of “togetherness” brought with globalisation is not at all in
conflict with diversity’ (Wang, 2007, pp. 83-85). In addition, the digitalisation of advertising reflects
‘convergence and hegemonic control, but in deeper sense, it promotes cultural identity’ (Wang,
2007, pp. 83-85). On the other hand, it is also necessary to recognise the weaknesses of the system.
Castells (2009) suggests ‘humans as conscious actors… being influenced by commodification
networks, which in turn are structured by power’ (Delfanti, 2009, p. 2).
The consumer
Despite this, some argue that the effect on people’s opinions depends on the type of media
consumption. For instance, people can engage with media passively or actively depending on the
circumstances. Passive users believe and accept the dominant message, on the other hand, critically
active users may reject it, using their own knowledge and experiences to critique it (Pagani et al,
2011). This can be influenced by emotions, as they are seen to shape consumer behaviour (Khuong
SOCG3114: Capitalism and Globalisation
, and Tram, 2015; Sebastian, 2014) and that emotional advertisements, in particular, have become a
strategic way of influencing consumer behaviour and decision making. Although emotions tend to be
categorised into negative and positive emotions, there is a hidden emotional agenda (Ekman, 2007).
This is a reason why advertising companies main tool for effective marketing was emotional appeal
(Roos, 2014). An article by the BBC adds, ‘they want to put some sizzle into their messages by stirring
up our status consciousness’ (Higgs, 2021), with the aim to sell luxuries of the upper class to all the
classes. This way ‘the consumer is made to feel he is upgrading himself socially’ (Higgs, 2021).
Therefore, although it is status that is being sold, it is the material objects that are being consumed
(Higgs, 2021). The commodification of real life and the construction of demand have arguable had
significant repercussions for people in contemporary society, Marcuse (1964) adds, ‘people recognise
themselves in their commodities’ (Marcuse, 1964, p. 9). An example can be found in a recent
Australian television series called ‘Stuff’ which shows frustration at the suggestion that consumption
is associated with ‘greed or lack of awareness’ (Higgs, 2021). In the television series, Wendy
examines our desire to accumulate and whether it is hard-wired or learned behaviour. Wendy also
adds that consumption is not about ‘factory smokestacks, landfill tips and bulging supermarket
trolleys. Instead, it features many happy human faces and all their wonderful stuff! It’s a study of a
love affair’ (Higgs, 2021). Despite this, it can be interpreted that she is ‘unconscious’ to the negative
effects of consumerism. Like other passive users, the notion that capitalism has manufactured the
‘ordinary person into a consumer with an unquenchable thirst for its “wonderful stuff” (Higgs, 2021).
From this it is also clear how digital advertising can be a catalyst for consumerism.
Castells sketched an
ontological multi-layered
scheme, according to which
humans as conscious actors
resemble organic networks
(neuron networks) being
SOCG3114: Capitalism and Globalisation
navigate their way through it and to what extent can they successfully resist its adverse effects?
Digital advertising is a salient topic when explaining globalisation and the growth crisis of
contemporary capitalism in consumer culture. Therefore, this assignment will evaluate how people
consume media applying the theory of Marx, surveillance, social media, and the impact of
coronavirus on consumerism. For example, Marxists see the globalisation of digital advertising as
imperialism, the domination by rich nations of less industrialized countries, in order to spread
western capitalist ideas and systems (Matos, 2012). This assignment, therefore, focuses on how
people consume media and whether it can be successfully resisted, as digital advertising has become
a strategic way of influencing consumer behaviour and decision making (Carroll, 2020).
This assignment will firstly address the definition of digital advertising, which can be described as
‘the practice of delivering promotional content to users through various online and digital channels…
it leverages mediums such as social media, email, search engines, mobile apps, affiliate programs and
websites to show advertisements and messages to audiences’ (Deshpande, 2019).
Globalisation
It is also important to understand the role of globalisation in digital advertising. Globalisation can be
described ‘as an ongoing process that involves interconnected changes in the economic, cultural,
social, and political spheres of society’ (Cole, 2019). The application of globalisation is particularly
useful in the study of digital advertising, as it ‘enhances cultural identity’ (Wang, 2007, pp. 83-85).
Consumers of these advertisements ‘are not mere objects of cultural influences, but subjects who
can reject or integrate culture.. the sense of “togetherness” brought with globalisation is not at all in
conflict with diversity’ (Wang, 2007, pp. 83-85). In addition, the digitalisation of advertising reflects
‘convergence and hegemonic control, but in deeper sense, it promotes cultural identity’ (Wang,
2007, pp. 83-85). On the other hand, it is also necessary to recognise the weaknesses of the system.
Castells (2009) suggests ‘humans as conscious actors… being influenced by commodification
networks, which in turn are structured by power’ (Delfanti, 2009, p. 2).
The consumer
Despite this, some argue that the effect on people’s opinions depends on the type of media
consumption. For instance, people can engage with media passively or actively depending on the
circumstances. Passive users believe and accept the dominant message, on the other hand, critically
active users may reject it, using their own knowledge and experiences to critique it (Pagani et al,
2011). This can be influenced by emotions, as they are seen to shape consumer behaviour (Khuong
SOCG3114: Capitalism and Globalisation
, and Tram, 2015; Sebastian, 2014) and that emotional advertisements, in particular, have become a
strategic way of influencing consumer behaviour and decision making. Although emotions tend to be
categorised into negative and positive emotions, there is a hidden emotional agenda (Ekman, 2007).
This is a reason why advertising companies main tool for effective marketing was emotional appeal
(Roos, 2014). An article by the BBC adds, ‘they want to put some sizzle into their messages by stirring
up our status consciousness’ (Higgs, 2021), with the aim to sell luxuries of the upper class to all the
classes. This way ‘the consumer is made to feel he is upgrading himself socially’ (Higgs, 2021).
Therefore, although it is status that is being sold, it is the material objects that are being consumed
(Higgs, 2021). The commodification of real life and the construction of demand have arguable had
significant repercussions for people in contemporary society, Marcuse (1964) adds, ‘people recognise
themselves in their commodities’ (Marcuse, 1964, p. 9). An example can be found in a recent
Australian television series called ‘Stuff’ which shows frustration at the suggestion that consumption
is associated with ‘greed or lack of awareness’ (Higgs, 2021). In the television series, Wendy
examines our desire to accumulate and whether it is hard-wired or learned behaviour. Wendy also
adds that consumption is not about ‘factory smokestacks, landfill tips and bulging supermarket
trolleys. Instead, it features many happy human faces and all their wonderful stuff! It’s a study of a
love affair’ (Higgs, 2021). Despite this, it can be interpreted that she is ‘unconscious’ to the negative
effects of consumerism. Like other passive users, the notion that capitalism has manufactured the
‘ordinary person into a consumer with an unquenchable thirst for its “wonderful stuff” (Higgs, 2021).
From this it is also clear how digital advertising can be a catalyst for consumerism.
Castells sketched an
ontological multi-layered
scheme, according to which
humans as conscious actors
resemble organic networks
(neuron networks) being
SOCG3114: Capitalism and Globalisation
