Star Wars: The Force Awakens [the Western Pleasure Principle]

Alexander S Rose

Abstract


It is difficult to identify the contradictions that serve as the foundation for value propositions in the cultural branding model. To address this, I propose the use of psychoanalysissto analyze market- and cultural-level collectives. To demonstrate, I analyze a recent installment in the popular film franchise Star Wars in order to demonstrate how extant product preferences can be used as subjects of analysis much like dream images in traditional psychoanalysis. I find that the western market which enjoys the films likely does so due to a defense mechanism known as inversion. On the market level, this offers opportunities for identity-related branding. Implications for the cultural branding model and commercial mythologizing are discussed.


Keywords


marketing; branding; psychoanalysis; Star Wars

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DOI: https://doi.org/10.5195/cinej.2019.216

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