Selling the American Dream: Brand USA© and the Global Marketplace
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School of Humanities
In this course we will critically examine the development of the American corporation, the rise of American consumer culture, the development of advertising and promotionallism in modern and postmodern contexts, the emergence of multinationals and the relationships between American cultural products and the complex flows of globalization. By exploring the contested spaces of both promotional and consumption practices, the course will introduce students to material that seeks to complicate our often taken-for-granted assumptions about the increasingly global marketplace of culture and consumption.