Symbolic Universe.
From this week’s lecture and reading I have come to develop my understanding of the idea’s and theories behind a ‘Symbolic Universe’. My knowledge allows me to portray a symbolic universe as a way of creating a sense of importance and significance in the activities of everyday life, and the products which surround us. In this day and age we are subdued to all kinds of ‘Symbolic Universes’ where we, the consumers are more often than not drawn into the appealing side of products, goods and services. We naturally make assumptions that lead us to making decisions that see us buy products which look the best or cost the most.
The idea behind a ‘Symbolic Universe’ was displayed effectively during the World’s Fairs (Chicago, 1893 and New York, 1901) where the social world was able to see the technology and advanced spaces first hand. The fairs allowed people to see “architectural creations” which would create a sense of importance and hope that one day these luxuries would be realities. However I feel one company promotes their product a similar way. As I thought of a symbolic universe, mini’s branding scheme came to mind. The way that they promote their automobile line definitely communicates the ideas of a symbolic universe as they make their cars look and sound like the ‘best’ car around. One advert in particular displays this, when a single car splits into several and takes various journeys through a small village. This is very effective, and I personally love this add however it is completely wrong and false as this is impossible. What Mini are trying to do is create a ‘Perfect world’ through their ‘perfect car’ through showing us, the customers that this is the car to purchase if you want to look and feel like this.
Petty, M, M.(2011), Lecture - Symbolic Universe, Victoria University, Te aro Campus
Kihlstedt, F. (1986). Utopia Realized: The World’s Fairs of the 1930s in Imagining Tomorrow: History Technology, and the American Future (pp.97-118).
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