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Reenchantment: Creating Spectacle Through Extravaganzas and Simulations
Reenchantment: Creating spectacle through extravaganzas and simulations

The cathedrals of consumption must be continually reenchanted if they are to maintain their ability to attract a sufficient number of consumers. Without large numbers of consumers, the mechanisms oriented to control and exploitation will not yield the desired profits. In this chapter and the next, I examine some of the ways in which reenchantment occurs. Spectacle, which I define as a dramatic public display, is key. Spectacles may be created intentionally (these will be called extravaganzas), or, as we will see, they may be partially ...

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