This discourse participates, in turn, in a broader discourse of accumulation, the irrevocable flow of advertisements interwoven with the Oscar show itself. While these high-priced advertisements—ads during Oscar telecasts, like Superbowl ads, are often themselves celebrated as elaborately produced showcases—are for a variety of products, their metonymic linkage to the film history montage overdetermines the montage’s celebration of spectatorship as accumulation and consumption. Accumulation is an endemic feature of the cultural landscape of the information society, according to Scott Lash,.
