COMMERCE 3MB3 Chapter Notes - Chapter 15: Usability, Americanization, Roland Barthes
17 Oct 2017
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Chapter 15: the creation and diffusion of culture. Gradual process in which consumption possibilities acquire symbolic meaning and are adopted by consumers. The symbol pool contains many possibilities- relatively few of these make it all the way to end users. Creative subsystem: artists, scientists, inventors, etc. responsible for generating new symbols and products. Managerial subsystem: businesses and others that are responsible for selecting, making tangible, mass producing, and managing the distribution of new symbols and products. Communication subsystem: advertisers, media, marketing, responsible for giving meaning to the new product and providing it with a symbolic set of attributes that are communicated to consumers. Cultural gatekeepers: filter the overflow of info as it travels down the funnel. Formal gatekeepers: regulatory bodies, reviewers, professional associations, retail buyers, accept or decline what makes it to society. Marketers are engaging more directly than ever in the creative subsystem: aesthetic market research, eg.
