Louis Althusser on Politics and Processes of Filling Promotional Posts

Zengele, Thulani; Pitsoe, Victor J.

doi:10.5901/mjss.2014.v5n2p333

Cited by 2 publications

(3 citation statements)

References 10 publications

(8 reference statements)

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“…Advertisers colour individuals with the norms in their products. The final destination for ideology, Zengele and Pitsoe (2004) claim, is the subject and hails individuals as subjects.…”

Section: Ideology and The Quintessence Of Interpellationmentioning

confidence: 99%

Yuletide Ideology as Advertising Ideology: An Historical Illumination From Saint Nicholas to the Present Day

Dalamu

2018

FU Ling Lit

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The study traces the historical phenomenon of Saint Nicholas, the renowned icon known as Santa Claus. The objective is to demonstrate how advertisers have seized the virtues of Santa Claus as an article of persuading consumers. Owing to the interdisciplinary nature of this enquiry exemplified in the domains of history, linguistics and advertising, the concept of ideology enraptured in interpellation is adopted as both the analytical tool and discursive assistant to unravel the data meaning-making potentiality. The author utilizes twelve adverts associated with Santa Claus as illustrations in which six of them are from the Coca-cola Company ® as a reference of honour as well as a signal to the role the institution plays in promoting the heroic persona. The study reveals the universality and acceptability of Santa Claus in global affairs during the Yuletide season. That hegemonic influence is perceived as motivation for advertisers to project Santa Claus in a civilized way as a cook, a dove or an angel, a car lover or owner, an alcoholic or a lover of alcohol, and a banker. Santa Claus with his traditional values enthralled in kindness to humanity is further represented as a parsimonious person somehow addicted to sugary contents without any unhealthy resultant effects. In all, the traditional etiquette of Santa Claus established by Saint Nicholas and promoted by Coca-cola ® , the study suggests, is worthy of emulation for all. Perhaps, through such characteristic adoption the political violence and terrorism intimidating the world can be laid to rest in no time and at less cost.

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“…Advertisers colour individuals with the norms in their products. The final destination for ideology, Zengele and Pitsoe (2004) claim, is the subject and hails individuals as subjects.…”

Section: Ideology and The Quintessence Of Interpellationmentioning

confidence: 99%

Yuletide Ideology as Advertising Ideology: An Historical Illumination From Saint Nicholas to the Present Day

Dalamu

2018

FU Ling Lit

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“…The RSA ensures that the oppressed are paid paltry salaries so that they remain indebted to the State and are kept at lower levels of the hierarchy within the education system with promises by union leaders to fight for teachers' rights, improved working conditions and improved salaries. Zengele and Pitsoe (2014) state that "the reproduction of the conditions of production and the reproduction of the relations of production happen through the Ideological State Apparatuses which are treacherous machinations controlled by the capitalist ruling ideology in the context of a class struggle to repress, exploit, extort and subjugate the ruled class". Althusser contends that for any ruling class to remain in power over a long period there must be domination over and in the ISA simultaneously.…”

Section: Conceptualising Ideology and Ideological State Apparatusesmentioning

confidence: 99%

“…I recognise SADTU's immense contribution towards the realisation of a democratic society and equal educational opportunities for all South Africans. However, the same SADTU is viewed as propagating "the reproduction of the relations of production by reference to aspects of ideological and political practice" (Zengele & Pitsoe 2014).…”

Section: Introductionmentioning

confidence: 99%

Teacher Trade Unionism as a Political Ideological State Apparatus within the South African Education System: A Structural Marxist Perspective

2014

MJSS

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Louis Althusser on Politics and Processes of Filling Promotional Posts

Abstract: Abstract

Cited by 2 publications

References 10 publications

Yuletide Ideology as Advertising Ideology: An Historical Illumination From Saint Nicholas to the Present Day

Yuletide Ideology as Advertising Ideology: An Historical Illumination From Saint Nicholas to the Present Day

Teacher Trade Unionism as a Political Ideological State Apparatus within the South African Education System: A Structural Marxist Perspective

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