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Media issues and impact: From positivism to phenomenology, audience attitudes and concerns - social media and shopping malls as 'ready-to-hand'

Consumers engage with branded space, time, and products therein, responding immersively to digital marketing or downtown malls. What media (in)formed or materially shaped mode of audience address is appropriate to these perceptive participants? In turn, are their responses therein reasonably rendere...

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Main Author: Wilson, Tony *
Format: Conference or Workshop Item
Language:English
Published: 2012
Subjects:
H Social Sciences (General)
HM Sociology
Online Access:http://eprints.sunway.edu.my/213/1/Tony%20Wilson%20-%20Media%20Issues%20and%20Impact%20From%20positivism%20to%20phenomenology.pdf
http://eprints.sunway.edu.my/213/
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spelling my.sunway.eprints.2132014-01-21T09:22:19Z http://eprints.sunway.edu.my/213/ Media issues and impact: From positivism to phenomenology, audience attitudes and concerns - social media and shopping malls as 'ready-to-hand' Wilson, Tony * H Social Sciences (General) HM Sociology Consumers engage with branded space, time, and products therein, responding immersively to digital marketing or downtown malls. What media (in)formed or materially shaped mode of audience address is appropriate to these perceptive participants? In turn, are their responses therein reasonably rendered merely as affirming or negative attitudes to media promoted product or people, subsequently to be quantified as conjoined with variables by which they are argued inductively to be (normally) caused/ We argue rather for replacing the reductionist concept of attitude. Authoring audiences construct mall and media narratives in a 'ready-to-hand'(Heidegger) or tacit practice of assembling stories. Discussion with media users unpacks that process by reflecting upon people's core activity of intending or projecting meaning from their horizon of understanding narrative as generic. Explicitly or implicitly, audiences anticipate realizing intelligibility on screen. Drawing upon responses to YouTube marketing narratives, our paper presents 'present-at-hand' (Heidegger) projections in focus groups. In a hermeneutic circle of understanding stories, participants can constitute a coherent synthesis of projection and subsequent event on screen. We discuss the discourse in which they reflect upon successfully syntheses. Marketing narratives are considered to be prescriptive: we examine audience alignment or alienation from evaluation. 2012-07 Conference or Workshop Item NonPeerReviewed text en http://eprints.sunway.edu.my/213/1/Tony%20Wilson%20-%20Media%20Issues%20and%20Impact%20From%20positivism%20to%20phenomenology.pdf Wilson, Tony * (2012) Media issues and impact: From positivism to phenomenology, audience attitudes and concerns - social media and shopping malls as 'ready-to-hand'. In: Asian Media and Information Centre Annual Conference, 11 - 14 July 2012, Shah Alam. (Submitted)
institution Sunway University
building Sunway Campus Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Sunway University
content_source Sunway Institutional Repository
url_provider http://eprints.sunway.edu.my/
language English
topic H Social Sciences (General)
HM Sociology
spellingShingle H Social Sciences (General)
HM Sociology
Wilson, Tony *
Media issues and impact: From positivism to phenomenology, audience attitudes and concerns - social media and shopping malls as 'ready-to-hand'
description Consumers engage with branded space, time, and products therein, responding immersively to digital marketing or downtown malls. What media (in)formed or materially shaped mode of audience address is appropriate to these perceptive participants? In turn, are their responses therein reasonably rendered merely as affirming or negative attitudes to media promoted product or people, subsequently to be quantified as conjoined with variables by which they are argued inductively to be (normally) caused/ We argue rather for replacing the reductionist concept of attitude. Authoring audiences construct mall and media narratives in a 'ready-to-hand'(Heidegger) or tacit practice of assembling stories. Discussion with media users unpacks that process by reflecting upon people's core activity of intending or projecting meaning from their horizon of understanding narrative as generic. Explicitly or implicitly, audiences anticipate realizing intelligibility on screen. Drawing upon responses to YouTube marketing narratives, our paper presents 'present-at-hand' (Heidegger) projections in focus groups. In a hermeneutic circle of understanding stories, participants can constitute a coherent synthesis of projection and subsequent event on screen. We discuss the discourse in which they reflect upon successfully syntheses. Marketing narratives are considered to be prescriptive: we examine audience alignment or alienation from evaluation.
format Conference or Workshop Item
author Wilson, Tony *
author_facet Wilson, Tony *
author_sort Wilson, Tony *
title Media issues and impact: From positivism to phenomenology, audience attitudes and concerns - social media and shopping malls as 'ready-to-hand'
title_short Media issues and impact: From positivism to phenomenology, audience attitudes and concerns - social media and shopping malls as 'ready-to-hand'
title_full Media issues and impact: From positivism to phenomenology, audience attitudes and concerns - social media and shopping malls as 'ready-to-hand'
title_fullStr Media issues and impact: From positivism to phenomenology, audience attitudes and concerns - social media and shopping malls as 'ready-to-hand'
title_full_unstemmed Media issues and impact: From positivism to phenomenology, audience attitudes and concerns - social media and shopping malls as 'ready-to-hand'
title_sort media issues and impact: from positivism to phenomenology, audience attitudes and concerns - social media and shopping malls as 'ready-to-hand'
publishDate 2012
url http://eprints.sunway.edu.my/213/1/Tony%20Wilson%20-%20Media%20Issues%20and%20Impact%20From%20positivism%20to%20phenomenology.pdf
http://eprints.sunway.edu.my/213/
_version_ 1644324271669903360
score 13.211869

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