The Testament Of A Furniture Dealer Essay

1475 Words Oct 27th, 2016 6 Pages
In 1976, Ingvar Kamprad produced his manifesto, “The Testament of a Furniture Dealer”. The intention of the writing was to give instruction to his IKEA co-workers about how “to create a better everyday life for the many people” through the adoption “of [a] framework of ideas” designed to “be a beneficial influence on practically all markets” (1976, pp. 2-3). By adopting such an ideological position, IKEA has been able to create a discourse that shifts the problems produced by notions of consumerism and consumer capitalism into a discourse of choice, freedom and happiness. O 'Shaughnessy & Stadler argue that through “language, texts and representations” within genres, it is possible to expose “the values, beliefs and feelings” readers are offered through the use of genre that help them make sense of the world (2012, p. 180). A critical analysis will seek to explore the relationship between ideology of consumerism and the interpellation of the subject into a consumer society by analysing the design genre of IKEA.
While the concept that “ideological work is performed by the function of address”, also known as interpellation or “hailing”, is attributed to Louis Althusser, it is Tony Thwaites’ claim, in his chapter on “Cultural Practices”, that ideology is internalized through the process of the interpellation of its subject/s by offering roles that would be beyond commonsense to reject (2002, pp. 162-163). Interpellation attempts to critique that ‘moment of recognition’ –…

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