Conspicuous Consumption, MTV, and the Artistry of Commercialism (1980s)

Consumer Identity: Consumption isn't just about buying goods; it heavily influences personal identity.
- Despite feeling defined by roles (e.g., teacher, musician), the reality is that consumers shape their identities through material goods.
- Items purchased become part of one’s self-presentation and social interactions.
False Consciousness: The idea of "false consciousness" suggests we deny our fundamental identity as consumers.
- People often believe material consumption is inauthentic yet are deeply influenced by it.
Consumption as Relationships: Buying a product involves a network of relationships that defines who you are.
- Your consumption connects you with friends, salespeople, workers in production, and corporate entities.
Mediation of Identity: Since the 19th century, identity has become increasingly mediated by commercial images and products.
- Example: Preference for name brands (like Rice Krispies) over generic products illustrates how brands shape experiences and identities.
Conspicuous Consumption:
- A term coined by sociologist Thorstein Veblen, referring to the purchasing of luxury goods for display, to gain social status.
- Reflects how economic power is tied to cultural cachet.

Trickle-Down Economics: Idea proposed during the Reagan administration that benefits for the wealthy would "trickle down" to the rest of society.
- Emphasizes individual success as beneficial for the nation, with ideological implications for culture and consumption.
Consumer Culture: Fashion and lifestyle trends became more prominent, characterized by:
- Glitz, colorful aesthetics, and emphasis on name brands during economic prosperity.
- The emergence of synthesized sounds and simplified productions in music.

Shift in Music Production: In the 1980s, importance shifted from cohesive albums to hit singles, emphasizing catchy tunes and commercial appeal.
Emergence of MTV: Launched in 1981, paved the way for new music promotion strategies.
- British New Wave Bands: Dominated early MTV with their promotional films, contributing to the cultural phenomenon.
- First major visibility for artists like Michael Jackson and Madonna, setting a new standard in music promotion.

Career Beginnings: Started with the Jackson 5 and became a dominant solo star after collaboration with Quincy Jones.
- Thriller (1982): The best-selling album of all time, integrating various genres and showcasing advanced production techniques.
Impact of Thriller Video:
- "Thriller" (1983) as a short film set a new precedent in music videos, blending narrative, choreography, and special effects.
- Featured a revolutionary promotional strategy that combined storytelling with music.
Commercialization: Capitalized on branding and marketability through visual media and merchandise.
- Example: Pepsi commercials featuring Jackson transformed how music and advertising intertwined.

Career Launch: Emerged as a prominent figure with the provocative imagery in her music videos and performances.
Irony and Ambiguity: Plays on cultural tropes like the Madonna-whore complex, using her image to challenge stereotypes and gain commercial success.
Material Girl: Thematically addresses consumerism and the complexities of female identity, questioning if it critiques or endorses materialism.
- The accompanying video juxtaposes two personas, exploring the implications of desire and social roles in relation to material wealth.

Allure and Identity: The 1980s commodification emphasized the allure of consumer goods and the identity they foster.
- Highlights a shift from “being” to “having”—identity formed around owned commodities.
Commercial Power: Artists like Madonna and Michael Jackson utilized their cultural positions to redefine fame, consumption, and identity in an era deeply entangled with capitalism.