Products have slogans. The ultimate success of any company is dependant on getting people to believe in the product, which is achieved through producing a brand-name. When a product becomes a brand-name we are no longer dealing with simple consumption, but an entire transformation of lifestyle. The potential of this transformation is of crucial concern in regards to Obama and his slogan of change. What is in this slogan or any other slogan? For example, in the case of consumerism, McDonalds’s “I’m loving it” – what is “it” I’m loving? Or, Obama’s “yes we can” – “What” can we do, thus “what” will be changed? Before people passively accept change, there needs to be an analysis of the ambiguity of change to determine whether the people are dealing with change or static (the situation as is within the present conditions of the State). This is to say that change is an unclear concept that should be clarified by the people before this transition of power historically structures this situation.
This article by Ehren E. Stuff was originally published in Amsterdam Social Science Volume 1 Issue 3 (2009). Click here for the complete article.