17_Global_Consumer_Culture_S1

17_Global_Consumer_Culture_S1 - Chapter 16 Global Consumer...

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Chapter 16 Global Consumer Culture
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The Movement of Meaning 2
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Cultural Selection The selection of certain alternatives over others Culmination of complex filtration process 3
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Culture Production Systems CPS: set of individuals and organizations responsible for creating and marketing a cultural product Three major CPS subsystems Creative subsystem Eminem Managerial subsystem Interscope Records Communications subsystem Advertising and publicity agencies 4
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Cultural Gatekeepers Responsible to filtering the overflow of information and materials intended for customers “Tastemakers” who influence products consumers get to consider Throughput sector Movie, restaurant, and car reviewers Interior designers Disc jockeys Retail buyers Magazine editors 5
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Aesthetic Market Research Creators of aesthetic products adapt conventional marketing to fine-tune their mass-market offerings Testing audience reactions to movie plots 6
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Reality Engineering Many consumer environments have images/characters spawned by marketing campaigns or are “retreads” Marketers appropriate popular culture elements and use them as promotional vehicles Cultivation hypothesis: the media’s ability to distort consumers’ perceptions of reality 7
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Product Placement Insertion of specific products and use of brand names in movie/TV scripts Reese’s Pieces in the film E.T. Many consumers believe the line between advertising and programming is becoming too fuzzy/distracting Directors like to incorporate branded props for film’s realism Product placement can aid in consumer decision making 8
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Gamers have become a more sophisticated lot and are now more representative of the general population Online games are merging with interactive advertisements that let companies target specific
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17_Global_Consumer_Culture_S1 - Chapter 16 Global Consumer...

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