The culturalization of the economy

Take a trip to a bank, a supermarket, an estate agent, or to the premises of another company that operates in the service industries sector (but is not typically seen as part of the creative industries). Using the theories we talked about this week, identify some of the ways in which that business has adopted practices that originate in the creative industries. You might want to comment on the behavior of the company’s employees, the design of the premises, branding, or online content.


The post-Fordist general public, has employed reinforcement of civil society and a certain creative organization of service industry sector. As ways to improve economy as well as make societies more efficient government has began advocating art and culture. Yudice explains that, “culture has provided not only ideological uplift, according to which people were gauged to have human worth, but also a material inscription in forms of behavior.” (Yudice, 2003:10) So I headed to Santander bank in order to see for myself what aspects of the business are being culturalized to fit into the standard of the service industry today.


A lot of effort had been put into the design of the office, the lines are very clean and the red colour of the Santander brand is prominent throughout the space. The staff spoke by an adjustable script, which made the banking experience seamless and organic, yet slightly impersonal. The leaflets around the office pointed towards the ability of the Santander brand to help increase ones cultural capital, relating economic procedures to recreational activities, e.g. having morning coffee. Artistically merging the logo into the advert also facilitates to the brand attachment and disarms the negative connotation attached to doing ones banking.



The most recent advert suggests that Santander has adopted schemes that integrate economy into a more individualistic lifestyle rhetoric. Through representational images of true human needs such as connection with friends and loved ones, the rhetoric of ‘keep on, keeping on’ demonstrates Santaders seamless blending of economic needs into daily lives. The cultural aspect of your life and your cultural capital needs are put to the forefront, as the website reads “Make your plans a reality with one of our personal loans”(Santander, 2016) demonstrating that in the society with a creative economy emphasis needs to be redirected. Value comes from symbolic processes not the product itself, therefore companies that historically didn’t have to do much with culture are investing in strategies to produce attached value.screen-shot-2017-01-10-at-12-55-42


Yudice, G. (2003) The expediencey of culture, The expediency of culture: the uses of culture in the global era. Durham, NC: Duke University Press

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