Brand Machines, Sensory Media and Calculative Culture
53,49 €*
Nach dem Kauf zum Download bereit Ein Downloadlink ist wenige Minuten nach dem Kauf im eigenen Benutzerprofil verfügbar.
ISBN/EAN:
9781137496560
This study argues that the defining feature of contemporary advertising is the interconnectedness between consumer participation and calculative media platforms. It critically investigates how audience participation unfolds in an algorithmic media infrastructure in which brands develop media devices to codify, process and modulate human capacities and actions.
With the shift from a broadcast to an interactive media system, advertisers have reinvented themselves as the strategic interface between computational media systems and the lived experience and living bodies of consumers. Where once advertising relied predominantly on symbolic appeals to affect consumers, it now centres on the use of computational devices that codify, monitor, analyse and control their behaviours. Advertisers have worked to stimulate and harness consumer participation for several generations. Consumers undertook the productive work of making brands a part of their cultural identities and practices. With the emergence of a computational mode of advertising consumer participation extends beyond the expressive activity of creating and circulating meaning. It now involves making the lived experience and the living body available to the experimental capacities of media platforms and devices. In this mode of advertising brands become techno-cultural processes that integrate calculative and cultural functions. Brand Machines, Sensory Media and Calculative Culture conceptualises and theorises these significant changes in advertising. It takes consumer participation and its interconnectedness with calculative media platforms as the fundamental aspect of contemporary advertising and critically investigates how advertising, consumer participation and technology are interrelated in creating and facilitating lived experiences that create value for brands.
Dr Sven Brodmerkel is Assistant Professor for Advertising and Integrated Marketing Communications at Bond University, Australia and a Board Member of Miami Ad School (Sydney). Before his academic appointment, he worked for several years in the advertising industry. His research investigates the intersection between advertising, technology and popular culture.
Dr Nicholas Carah is Senior Lecturer in Media and Communication at the University of Queensland, Australia. His research examines media platforms and devices, branding and everyday life. He is the author of Pop Brands: branding, popular music and young people and Media and Society: production, content and participation.
Autor: | Sven Brodmerkel, Nicholas Carah |
---|---|
EAN: | 9781137496560 |
eBook Format: | |
Sprache: | Englisch |
Produktart: | eBook |
Veröffentlichungsdatum: | 27.10.2016 |
Kategorie: | |
Schlagworte: | Advertising Advertising regulation Affect Algorithms Ambivalence Branding Brands Culture Mobile devices New Media Promotional culture Sensors Social Media |
Anmelden
Möchten Sie lieber vor Ort einkaufen?
Haben Sie weiterführende Fragen zu diesem Buch oder anderen Produkten? Oder möchten Sie einfach doch lieber in der Buchhandlung stöbern? Wir sind gern persönlich für Sie da und beraten Sie auch telefonisch.
Buchhandlung Marabu
Telegrafenstr. 44
42929 Wermelskirchen
Telefon: 02196/1414
Mo – Fr09:00 – 18:00 UhrSa09:00 – 13:30 Uhr