Star Wars as a fetish commodity: a look from the culture industry

Abstract

In the field of consumption and social representations that cinema has caused. This article, through the analysis of the saga of "Star Wars" and franchise cinema in the last decade, seeks to recognize the behavior of the viewer according to the notion of fetishism of the merchandise created by franchise cinema, the case of I study the saga of "Star Wars". For this, the discussion will be framed in the concept of cultural industry, based on the chronological order of appearance of the saga. The analysis shows how marketing techniques have installed a cinema - show that places the public in the mass culture, caused by the fetishism of merchandise. By way of conclusion, the article points out the installation of a merchandise fetishism that seems to exacerbate a franchise cinema in which the “Star Wars” saga is framed.