*POP* Go the Workers in Dell's Advertising: Responding to the Hecessionary Moment ca. 2009

Michelle Rodino-Colocino


The latest economic crisis has stirred anxieties around the gendered division of rate media, economists, and government officials, the recession of the late 2000s appears as a crisis that disproportionately affects US male workers. In such displacement of Keynesian capitalism, more bubbles and crises await. It is important, then, for critical communication scholars to look at how cultural texts distort and how capitalism is being imagined during crisis. This paper explores how promotionaldiscourse for Dell computers constitutes an ephemeral yet important moment in capitalist crisis. These texts speak the organic crisis of neoliberal capitalism through the conjunctural crisis of the “hecessionary” moment.

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