Enchantment Strategies in Polish Radio Commercials: An Ethnographic Approach
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Opole University of Technology
Publication date: 2007-09-18
Polish Sociological Review 2007;159(3):341–360
The article investigates the linguistic reflection of post-modernist sociological theory (e.g. Campbell 1989; Baudrillard 1979, 1998; Ritzer 2001) in the case study of Polish radio commercials. I assumed that radio commercials are a communicative event of the post-modern society. Furthermore, they a simulated event: a guided conversation, which is imbued, in Eliade’s terminology, with the function of coincidencia oppositorum. The source of 310 radio commercials serves to single out enchantment strategies in the commercial idiolect, reflecting the seduction, fetishism and the decline of the moral posture of autarchy in contemporary society.
I would like to express my gratitude to the anonymous reviewers for their comments and suggestions that helped strengthen this article