Understand Emotion Using Semiotics (Rachel Lawes)
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Presentation by Rachel Lawes, Lawes Consulting, at the 20 June 2019 CX Emotion conference (http://cx-emotion.com).
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This presentation provides a thorough examination of Over-the-Top (OTT) platforms, focusing on their development and substantial influence on the entertainment industry, with a particular emphasis on the Indian market.We begin with an introduction to OTT platforms, defining them as streaming services that deliver content directly over the internet, bypassing traditional broadcast channels. These platforms offer a variety of content, including movies, TV shows, and original productions, allowing users to access content on-demand across multiple devices.The historical context covers the early days of streaming, starting with Netflix's inception in 1997 as a DVD rental service and its transition to streaming in 2007. The presentation also highlights India's television journey, from the launch of Doordarshan in 1959 to the introduction of Direct-to-Home (DTH) satellite television in 2000, which expanded viewing choices and set the stage for the rise of OTT platforms like Big Flix, Ditto TV, Sony LIV, Hotstar, and Netflix. The business models of OTT platforms are explored in detail. Subscription Video on Demand (SVOD) models, exemplified by Netflix and Amazon Prime Video, offer unlimited content access for a monthly fee. Transactional Video on Demand (TVOD) models, like iTunes and Sky Box Office, allow users to pay for individual pieces of content. Advertising-Based Video on Demand (AVOD) models, such as YouTube and Facebook Watch, provide free content supported by advertisements. Hybrid models combine elements of SVOD and AVOD, offering flexibility to cater to diverse audience preferences.
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- 1. 1 T H E S E M I OT I C S O F E M OT I O N D R R AC H E L L AW ES FO R C X E M OT I O N T H E C U S T O M E R E X P E R I E N C E C O N F E R E N C E F O R M A R K E T E R S , 2 0 J U N E 2 0 1 9 , L O N D O N 9 : 4 0 A M – 1 0 : 0 5 A M
- 2. 2 SEMIOTICS DECODES SIGNS & SYMBOLS
- 3. 3 SIGNS ARETHE BUILDING BLOCKS OF REALITY EXPERIENCE IS A CULTURAL PRODUCT
- 4. 4 WHAT IF EMOTION IS NOT SOMETHING YOU FEEL INSIDE?
- 5. 5 WHAT IF EMOTION ISA KIND OF PERFORMANCE?
- 6. 6 HAPPY
- 7. 7 “she wants to appear like she has a happy, normal family” “their child’s happiness should come above that” Social functions of ‘happy’ • a sign of normality • a responsibility, to oneself and others • a kind of achievement
- 8. 8 SAD
- 9. 9 “I feel sad” “actually, I am devastated” Social functions of ‘sad’ • sad is acceptable because it’s not an extreme emotion • sadness incurs more support, less disapproval“you will have down days”
- 10. 10 DISGUSTED
- 11. 11 Social functions of ‘disgusted’ • Without disgust, there might not be any Twitter • A highly enjoyable state • Finality: I won’t be talked around
- 12. 12 LOVE
- 13. 13 Social functions of ‘love’ • Highly aspirational & performative • Yearning for restraint, approval • Needs the validation of observers
- 15. 15 GIVE CUSTOMERS OPPORTUNITIESTO PERFORM EMOTION • chances to react • photo opps • shareable moments
- 16. 16 Dr Rachel Lawes tel: +44 (0)7939 020 466 email: rachel@lawes-consulting.co.uk Twitter, Instagram: @drrachellawes LinkedIn: Dr Rachel Lawes