The Creation and Diffusion of Culture Chp.15 with
Description: The Creation and Diffusion of Culture Chp.15 with Duane Weaver A look at how our culture creates meanings and how those meanings move through society to consumers. The Movement of Meaning Cultural Values and Symbols Consumer Goods
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slide1. The Creation and Diffusion of Culture Chp.15 with Duane Weaver
A look at how our culture creates meanings and how those meanings move through society to consumers.<br>
slide2. The Movement of Meaning Cultural
Values
and
Symbols Consumer
Goods Individual
Consumer Destinations of Movement: Instruments of Movement: Advertising
and Fashion
Systems Consumption
Rituals<br>
slide3. Cultural Selection Culture
Production
Systems High Culture
and
Popular Culture Reality
Engineering Product
Placement Set of individuals and organizations responsible
for creating and marketing a cultural product High vs. Low Art, Cultural Formulae,
and Aesthetic Market Research Elements of popular culture are appropriated
by marketers and become integrated in strategy Obtain exposure for a product by arranging for
it to be inserted into some medium (e.g. TV)<br>
slide4. Diffusion of Innovations<br>
slide5. Types of Innovations Continuous Innovation
A minor modification to an existing product
Evolutionary rather than revolutionary
Dynamically Continuous Innovation
A more pronounced changed to an existing product
Create some behavioural changes
Discontinuous Innovation
Creates major changes in the way we live
Major inventions: car, airplane, personal computer<br>
slide6. Prerequisites for Successful Adoption Complexity Compatibility Trialability Observability Relative
Advantage more likely to adopt if can experiment with it compatible with consumer’s lifestyle low in complexity, easiest to understand is chosen innovations easily observed are more likely to spread should provide a benefit other products cannot offer<br>
slide7. Fashion Cycle FAD……………….……..FASHION…………………….CLASSIC TREND??<br>
slide8. Product Meaning Across Cultures Globalized
Consumption
Ethic Cultural Norms Creolization (foreign absorbed and mixed) Standardized
vs. Localized
Strategy Transfer
Of Product
Meaning Diffusion of
Pop Culture Global Citizens
and
Youth Etic - commonalities across cultures
vs.
Emic – variations within cultures Taboos, favorites… Segments with common world view Quick to borrow from other cultures what is admired Global increase in consumption homogenizes
differences in
cultural product
preferences Integrate foreign meanings
with local meanings<br>
slide9. Thanks REVIEW TIME<br>
A look at how our culture creates meanings and how those meanings move through society to consumers.<br>
slide2. The Movement of Meaning Cultural
Values
and
Symbols Consumer
Goods Individual
Consumer Destinations of Movement: Instruments of Movement: Advertising
and Fashion
Systems Consumption
Rituals<br>
slide3. Cultural Selection Culture
Production
Systems High Culture
and
Popular Culture Reality
Engineering Product
Placement Set of individuals and organizations responsible
for creating and marketing a cultural product High vs. Low Art, Cultural Formulae,
and Aesthetic Market Research Elements of popular culture are appropriated
by marketers and become integrated in strategy Obtain exposure for a product by arranging for
it to be inserted into some medium (e.g. TV)<br>
slide4. Diffusion of Innovations<br>
slide5. Types of Innovations Continuous Innovation
A minor modification to an existing product
Evolutionary rather than revolutionary
Dynamically Continuous Innovation
A more pronounced changed to an existing product
Create some behavioural changes
Discontinuous Innovation
Creates major changes in the way we live
Major inventions: car, airplane, personal computer<br>
slide6. Prerequisites for Successful Adoption Complexity Compatibility Trialability Observability Relative
Advantage more likely to adopt if can experiment with it compatible with consumer’s lifestyle low in complexity, easiest to understand is chosen innovations easily observed are more likely to spread should provide a benefit other products cannot offer<br>
slide7. Fashion Cycle FAD……………….……..FASHION…………………….CLASSIC TREND??<br>
slide8. Product Meaning Across Cultures Globalized
Consumption
Ethic Cultural Norms Creolization (foreign absorbed and mixed) Standardized
vs. Localized
Strategy Transfer
Of Product
Meaning Diffusion of
Pop Culture Global Citizens
and
Youth Etic - commonalities across cultures
vs.
Emic – variations within cultures Taboos, favorites… Segments with common world view Quick to borrow from other cultures what is admired Global increase in consumption homogenizes
differences in
cultural product
preferences Integrate foreign meanings
with local meanings<br>
slide9. Thanks REVIEW TIME<br>