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Using discourse analysis to fuel brand strategies presentation


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Using Discourse Analysis to Fuel Brand Strategies

By Ray Poynter

Presented at Merlien Institute's International Conference on Qualitative Consumer Research & Insights, 7 & 8 April 2011, Malta

Published in: Education
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Using discourse analysis to fuel brand strategies presentation

  1. 1. Using Discourse Analysis to Fuel Brand Strategies Ray Poynter The Future Place
  2. 2. Agenda1. Brand and service discourses2. Introduction to Discourse Analysis3. Conversation Analysis4. Discursive Psychology5. Foucauldian Discourse Analysis6. Pragmatic approaches7. Lines of enquiry
  3. 3. Brand & Service DiscoursesActors Organisation ↔ Customers Customers ↔ Customers Organisation ↔ Organisation Outsiders ↔ Organisation, Customers, Outsiders
  4. 4. Brand & Service DiscoursesLocations Social media Face-to-face Telephone Letters & emails Survey responses Media Official reports
  5. 5. Introduction to Discourse Analysis Family of approaches Common themes – Constitutive – Contextual – Dialogical / contested – Discourse as an end not as a proxy
  6. 6. Three IllustrationsTurn takingFootingLanguage games
  7. 7. Traditions of Discourse Analysis o Conversation analysis o Discursive psychology o Foucauldian o Bakhtinian o SocioLinguistics (inc. corpus research) o ‘Critical’ – (inc CDP and CDA) o Pragmatic extensions Social media monitoring
  8. 8. Conversation AnalysisHarvey SacksClose examination of what people do when theyspeak4 examples – Mental health calls – Construction of delicate subject – Why just saying No is not so easy – A non-Western example
  9. 9. Mental Health Calls Operator: Go ahead please A: This is Mr Smith (B: Hello) of the Emergency Psychiatric Center can I help you. B: Hello? A: Hello B: I can’t hear you. A: I see. Can you hear me now? B: Barely. Where are you in the womb?Havey Sacks, Lecture 1, 1995
  10. 10. Construction of Delicate Subject 1 C Let’s finish this HIV thing . . . Hhhhh So do you 2 understand about the antibodies.= 3 P =Yes I [do:. 4 C [Ri:ght. .hh So: .h how lo:ng is it since you 5 think (.) you might have been at ri:sk (.) of being 6 infected with HIV. 7 P Well uh- (0.4) uhuh to tell you the truth it’s only 8 I- like er Friday I had a phone call from a .h ex- 9 girlfriend- my boyfriend’s ex-girlfriend .hh to say 10 that uh:m (0.5) she’d been to the VD clinic (0.2) 11 and she thought that I should go:, {Continues}Extract of counselling in interview (C=Counsellor, P=participant), from Siverman’s “Construction of ‘Delicate’ Objects in Counselling”, 1997
  11. 11. Why Just Saying No is not so EasyJust Say No? The Use of Conversation Analysis in Developing a Feminist Perspective on Sexual Refusal, Celia Kitzinger, 1999
  12. 12. “ ” Korean Air flight 801
  13. 13. Discursive PsychologyWhat if neuroscientists are looking in the wrongplace?Traditional PsychologyDiscursive Psychology
  14. 14. What is thinking?"the experience of thinking may be just the experience of saying” Wittgenstein, 1958, here ‘saying’ could be external or internal.
  15. 15. AttitudesTraditional definition – “an enduring organizational , motivational, emotional, perceptual, and cognitive process with respect to some aspect of an individual’s world”But – Anchoring? – Framing? – Contradictions? Kretch & Crutchfield, 1948
  16. 16. Common sense & Contradictions Many hands make light work Knowledge is power Look before you leap Clothes make the man
  17. 17. Portmanteaux of ‘Attitudes’
  18. 18. MemoryIs memory is collective and negotiated? Is it largely made of words?
  19. 19. Foucault & Foucauldian DAShifts the focus away from the individual to thesocietyPost-structuralist and constructionistWhat is said is governed by what society hascreated and is creatingMeaning is created socially, not within the head oreven within individual conversations – Epistemes/regimes of truth – No simple top-down model of power – Genealogies
  20. 20. Downloaded from March 22 2011
  21. 21. Pragmatic DASeveral Names – Social Media Monitoring – Blog Mining – Buzz monitoring – Listening researchUsually little theory – Model – EpistemologyIs it a sort of ‘critical’ DA?
  22. 22. Social Media ResearchInfluence and the flow of memesTurn taking within online discussionsSentiment analysis → actionsCA for communities, what are theanalogies for pauses, repairs, repetitions?
  23. 23. Key Lines of Enquiry• Tactical Issues – Training off-shore call centres using CA – Improving social media monitoring – Customer interaction training, e.g. use of change of footing• Strategic Issues – Rethinking customer satisfaction – Brand positioning, friend, advisor, expert, … – Advertising, creating speech acts, sayable ideas, genealogies, …
  24. 24. Rethinking Cust SatOld school – How can we turn people from unhappy customers into happy customers?Discourse Analysis model – What has to happen to get people to stop using phrases we associate with dissatisfaction and to start using words and phrases that are ‘beneficial’? 1. What are the words/phrases we want them to use? 2. Are they sayable in our context? 3. Can we change what is sayable? 4. What other words/phrases might be good for us?
  25. 25. Screen grab from March 22 2011
  26. 26. Let’s talk
  27. 27. Presented at the International conference onQualitative Consumer Research & Insights 7 & 8 April 2011, Malta For more information Please visit: