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The Ideology of Consumption: A Structural-Syntactical Analysis of "Dallas" and "Dynasty"

Hirschman, E. (1988) The Ideology of Consumption: A Structural-Syntactical Analysis of "Dallas" and "Dynasty". Journal of Consumer Research 15(3), pp. 344-359. The Ideology of Consumption: A Structural-Syntactical Analysis of "Dallas" and "Dynasty"

In this article Hirschman does a structural-syntactical reading of the 1980s American TV-series, Dallas and Dynasty in order to describe the ideology of consumption encoded in these shows. Hirschman structures her analysis around the series' underlying binary structure. These binary opposition is redundant, yet it ensures that the opposition is effectively transmitted."[The] structural analysis does not deal with the subtle, ephemeral relationships, but rather with repetitive, vivid, consistent patterns of meaning opposition that are abundantly embedded in the text and the society" (p.346).

Structural Primary opposition: secular versus sacred consumption

The central binary structure consist of an opposition of secular and sacred forms of consumption. Employing this duality the author classifies different elements present in the series within this binary frame. Characters fall into one of the two categories, they follow a given code of consumption (in the setting, the political economy, the production modes we see them in), and also their possessions (dwelling, transportation, food, beverages) reiterate the position they are allotted in the binary classifications.

mediation

Although these binary oppositions are quite obvious, they also possess an intermediate level represented by the virtuous entrepreneurs, who carry a sacred consumption value system, preventing them from becoming corrupted by secular consumption.

syntactical properties

The structural analysis gives us the relations, however it does not tell us how the relations are derived. The binary logic is only made visible by the movement of the text, Without movement the structure of the text remains hidden. The act is to the narrative what the verb is to grammar of natural language" (p.347). Being it so, Hirschman describes the syntactical patterns, the actions or moves of the actors that reveal the binary structure, and its mediation.

Notes

• (in a semiotic analysis - culture artifacts are seen as carries of the ideology of their creators and consumers)
• ( signs must communicate something not only about themselves, but also about the producer of the message, as well as its receivers )
• transformation - gradual shift from side of the binary relationship into the other, by gradually acquiring the opposite's characteristics

an