Consumer Life and User Generated Content in the Age of Social Media (original) (raw)
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" UNDERSTANDING BRANDS " -IN A HUMAN WAY
Products and Brands are considered as the two faces of a same coin. These are the things which we come across in our day to day life. Both of them exist with their identities complementing or even supporting each other. This article begins by giving life to products and brands, metaphorically comparing it to Human Beings. Then we differentiate products and brands to understand them better, followed by finding the needs that they would have, the expectations from the customers or even the consumers. This paper outlines the intricate relationship and supports a statistical study with the perception that people have towards brands and products and also the hegemony it has created in the minds of consumers. We have tried to bring in the perspective of a brand, trying to speak from its shoes. This paper brings forward the opinion that the Brand has put forward. The Brand speaks for itself.
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This paper discusses the mechanisms of post-digital consumer cultural meaning-making using advertising as its point of departure. The assumption is that the post-digital is neither an era nor an epoch but a characterisation that reflects a consumer cultural world of digitised content that operates as a default for many consumers, while the analogue world hovers ghost-like, re-asserting itself where digital technologies cannot serve, where and when they cannot be accessed, or when they fail. In this post-digital world, the locus of consumer cultural meaning-making has shifted, from long-form advertising campaigns, to fragmented and polysemous intertexts that circulate kinetically via social media. In other words, the locus of consumer cultural meaning-making has shifted from the primary texts of brand marketing, to secondary or paratexts. Drawing on Gerard Genette’s theory of transtextuality, the paper discusses how this post-digital meaning-making mechanism plays out, for brands, an...
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This paper discusses the mechanisms of post-digital consumer cultural meaning making using advertising as its point of departure. The assumption is that the post-digital is neither an era nor an epoch but a characterisation that reflects a consumer cultural world of digitised content that operates as a default for many consumers, while the analogue world hovers ghost-like, reasserting itself where digital technologies cannot serve, where and when they cannot be accessed, or when they fail. In this post-digital world, the locus of consumer cultural meaning-making has shifted, from long-form advertising campaigns, to fragmented and polysemous intertexts that circulate kinetically via social media. In other words, the locus of consumer cultural meaning-making has shifted from the primary texts of brand marketing, to secondary or paratexts. Drawing on Gérard Genette's theory of transtextuality, the paper discusses how this post-digital meaning-making mechanism plays out, for brands, and beyond , within a post-digital consumer culture.