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傳播理論導讀13_ Toward a Branded Audience On the Dialectic between Marketing and Consumer Agency
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傳播理論報告,介於行銷與閱聽人能動性之間的品牌化閱聽人
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傳播理論導讀13_ Toward a Branded Audience On the Dialectic between Marketing and Consumer Agency
1.
品牌,讓消費者上工 消費者的創造力,透過使用商品, 創造出商品符號的象徵與商品所代表社會意義。 越來越開放的「個人生活」 公領域與私領域之間 界線越來越模糊。
2.
碎片化的消費者,其遊牧的特質 為了建構自我的主體性。 因為消費者從小到大,身在媒體滲透的世界中, 對於媒體相當習慣,且不再容易被說服、引誘。
3.
品牌的意義,不再只是產品的象徵, 而是在媒體空間中活動的展現。 消費者能動性的多元展現。 讓消費者創造品牌風氣。 品牌價值,不再只是產品本身, 而是從眾多消費者中,一致又多元的使用體驗。
4.
5.
6.
過去品牌行銷的目的,在於抑制消費者的能動性, 現在則期待消費者的能動性帶來創造性。 結論 設計一個情境,讓消費者自然而然 變得積極主動、有創造性。
7.
就如同電玩一樣, 你能夠自由自在做任何行動, 但是僅能在被設定下的情境中行動、增加幸福感。 透過使用者的使用,累積「注意力」、「情感」、「社群」, 因為使用者創造出來新的文化(使用習慣), 幫助社群網站(臉書、YouTube)累積價值、成功盈利。
8.
消費者的能動性 • 價值從社會的合作互動中而來(品牌社群) • 主動的閱聽人 •
開放創新的網絡(群眾外包) 社會動機 • 同儕認同 • 聲譽的累積
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