Surveillance ex.class.docx - What kinds of marketing...

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- What kinds of marketing research activities have you participated in? - What is the value of science in marketing research? - The data we generate has to objective, constructed as a science as a sense - How marketing research follows this logic, has to be objective, has to objectively measure people`s needs, big data , the more we have the better, - Collect quantitative data - Surveillance culture: what does this mean, used to the thought of being surveilled, everything you do is being recorded somehow, internet, the shopping cards with the trackers, being watched constantly, fitness trackers, the apps for jogging for instance, marketing research and surveillance, how are these two things connected, typically we will use the word surveillance - Marketing uses changes, if is not about discipline, for what it is, they are trying to influence you, a new form of surveillance, instead of punishing you, they reward you, marketing has to adapt and change (postmodernism), we will see what are you doing and we will customize Marketing research - Almost Marketing research originates in views which shape and industry (the marketing concept ideology, the idea that consumers adopt new innovations in favor of obsolete ones and respond to greater efficiencies) Surveillance Society - Deviant behaviour, to reward them not punishing for that - Surveillance is not used to address deviant behaviour but reward it (examples readying Deleuze on technology in comparison to Foucault) It is supportive in almost religious way- big data, it comes from the idea that it is more “scientific”, that it is objective, is not just a matter of personal opinion, you gain comparative advantage by using the data Technologies are neutral- business journals defend it as this The question of value - Traditionally 3 dimensions - Semiotic value- what does this represent to us, what this signifies to us - Economic value - Social value- how it connects to a broader social aspect, how we use and think about particular things Exchange value: we usually mean the price when we talk about exchange value, this is the dominant paradigm (they are telling us) Labour has the only thing which has more exchange value, than You use more value, then you will have to give to the person (money)
Perceived value: it is not just economic, it is also emotional, how society perceive some things

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