CONSUMED BY AFFECTS: Kwentong Jollibee [Jollibee Stories], Happy Objects, and the Formation of Intimate Publics.
In 2016, the Jollibee Food Corporation, a Philippine multinational company that owns the world's largest Asia-based fast-food chain Jollibee, launched Kwentong Jollibee [Jollibee Stories], a highly successful digital marketing campaign. Kwentong Jollibee advertisements have a reputation for being ab...
| Publicado en: | Kritika Kultura no. 38; pp. 60 - 80 |
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| Formato: | Artículo |
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Kritika Kultura
Feb2022
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=173004486&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 173004486 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 20946937 786B jtl: Kritika Kultura issn: 20946937 maglogo: N pubinfo: dt: Feb2022 iid: 38 pid: 51553 pub: Kritika Kultura artinfo: ui: 173004486 10.13185/kk2022.003804 ppf: 60 ppct: 20 formats: fmt: @attributes: type: P size: 2.1MB tig: atl: CONSUMED BY AFFECTS: Kwentong Jollibee [Jollibee Stories], Happy Objects, and the Formation of Intimate Publics. aug: au: De Chavez, Jeremy affil: Department of English University of Macau su: Jollibee Foods Corp. Internet marketing Investors sug: subj: Jollibee Foods Corp. Internet marketing Investors keyword: advertising affect theory happy objects intimate public Jollibee Stories ab: In 2016, the Jollibee Food Corporation, a Philippine multinational company that owns the world's largest Asia-based fast-food chain Jollibee, launched Kwentong Jollibee [Jollibee Stories], a highly successful digital marketing campaign. Kwentong Jollibee advertisements have a reputation for being able to express the shared sentiments of a diverse collective. Typically simple and highly sentimental narratives, those advertisements promote good intentions and feelings as reliable and facile antidotes to everyday problems, cultivating a commodity culture that encourages an irrational trust in the powers of positive affects. In this paper, I examine the role of positive feelings and affects in synchronizing private and public feelings and in conjoining practices of capitalist consumption with optimistic relations to the future. Drawing primarily from the work of Lauren Berlant and Sara Ahmed, I argue that those advertisements are able to construct an "intimate public," a process aided by the circulation of "happy objects" that shape low-resolution fantasies of belonging and resilience. I offer readings of representative Kwentong Jollibee advertisements to elaborate on how capitalist structures opportunistically manipulate emotions and feelings to create, address, and expand their market, and even to insidiously commodify experience itself by forming affective communities that offer a respite from a world experienced as compromised, cold, and cruel. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Kritika Kultura is the property of Kritika Kultura and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Kritika Kultura holder: Kritika Kultura dt: @attributes: year: 2022 holdings: @attributes: islocal: N |
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