Brand interaction demands participation where spectacle only demanded viewing

Evidence

Baudrillard wrote of a new era of “tactility”. According to Baudrillard, even in the 1980s, the spectacle was already superseded. The spectacle subjugated us to image; the tactile system, however, solicits our participation, enjoins us to join in. Again, this is a strikingly prescient observation of trends that are now dominant — corporations are no longer satisfied with bombarding us with hard sell propaganda, they want us to interact with them, like their Facebook page, comment using hashtags. — Mark Fisher (edited by Darren Ambrose), K-Punk, 1767

Categorization

• XREF: The spectacle-to-tactility shift parallels the participatory-web critique in ‘The Lucifer Principle’/electronic culture texts and echoes Debord’s spectacle inverting into solicitation. — connects to: Networked audiences force users into unpaid labor to keep their brand image pure — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 492; Capitalism neutralised boredom by demanding audience participation, not pacification — Mark Fisher (edited by Darren Ambrose), K-Punk: The Collected and Unpublished…, 1763; Advertising compels consumers to identify with and demand the products imposed on them — Theodor W. Adorno, The Culture Industry: Selected Essays…, 98 (+5 more)

Broader Connections

• Networked audiences force users into unpaid labor to keep their brand image pure #expands (0.85) — Alice E. Marwick, Status Update, 492
• Capitalism neutralised boredom by demanding audience participation, not pacification #complicates (0.80) — Mark Fisher (edited by Darren Ambrose), K-Punk, 1763
• Commercial culture shapes perceptions without simply duping an audience #complicates (0.80) — Hall, Stuart, Essential Essays, Volume 1, 1006
• Public figurehood under brand logic forbids change, ambiguity, and contradiction #expands (0.80)
• Self-branding’s demand for total presence becomes sadistic control #expands (0.78) — Anna Kornbluh, Immediacy, or The Style of Too Late…, 96
• Advertising compels consumers to identify with and demand the products imposed on them #expands (0.75) — Theodor W. Adorno, The Culture Industry, 98
• The Responsive Eye show turned museum viewing into a participatory physical spectacle #exemplifies (0.75) — J. Hoberman, Everything Is Now, 696
• Objects and media messages interrogate consumers rather than being consumed #corroborates (0.72) — Jean Baudrillard, Simulacra and Simulation, 256