CONSUMER STRUGGLE FOR 'SEMIOTIC LAURELS'
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The article discusses the prospects of 'cultural populism' (which was popularized within the framework of cultural studies), with special emphasis on John Fiske's ideas. This is a point of view, which helps to notice a creative or even subversive potential of the members of popular and consumer culture. This article discusses the concept of strategies and tactics advanced by Michel de Certeau, which was used by Fiske. These strategies belong to the area of activities taken by the dominant system, for example to persuade the consumer to use specific proposals. The consumer can approach these strategies with a number of tactics, which, although being temporary and not threatening the system, can be considered an important area in which the subjective semiotic creativity takes place. By using these tactics the consumer can undermine system meanings, renegotiate them and even use a stratagem to obtain signs (things) that have a high symbolic status. Tactics are accompanied by the jouisssance pleasure, which unlike the plaisir pleasure, is experienced by senses and generated when the dominant influence of social principles is avoided.
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