This book focuses upon fundamental axioms in audience and consumer, media and marketing studies in the context of Malaysia, a multi-cultural nation with its diversity in culture which proves an intricate culture nuance for the understanding of consumption. It analyses Chinese, Indian, Indigenous, and Malay Malaysian citizen-consumers immersed in their participatory or promotional media. Setting mall and media visiting side by side as metaphor and mirror of each other enables a behavioural analysis, shaped by the philosophical psychology of understanding of Heidegger's hermeneutics.
This book focuses upon fundamental axioms in audience and consumer, media and marketing studies in the context of Malaysia, a multi-cultural nation with its diversity in culture which proves an intricate culture nuance for the understanding of consumption. It analyses Chinese, Indian, Indigenous, and Malay Malaysian citizen-consumers immersed in their participatory or promotional media. Setting mall and media visiting side by side as metaphor and mirror of each other enables a behavioural analysis, shaped by the philosophical psychology of understanding of Heidegger's hermeneutics.
Tony Wilson has taught audience and consumer research at postgraduate and undergraduate levels in Malaysian private and public universities, and is currently affiliated to the Research Office, Sunway University, Jeffrey Cheah Educational Foundation, Malaysia. He holds a PhD from Glasgow University, UK and this book is his sixth monograph on hermeneutics, practices and Malaysian media users.
Inhaltsangabe
Introduction: Why Our (Re)Turn to Hermeneutics? Understanding as Ubiquitous Practice Part I Global Theory: the Practices Perspective on People 1. Audiences Entering Mall and Media: Visitors Projecting Everyday Practices 2. Participatory Practices in Promotional Places: Consumers from Heidegger to Henry Jenkins 3. Video Blogging and Branding on YouTube: Interpreting Ready-to-Hand Understanding Part II A Practices Perspective on Malaysian Consumers 4. Consumers Constructing Marketing Meaning: Generic Practices in Participatory Online Media 5. Consuming Sites: Malaysians Visiting Social Media: Ready-to-Hand Repertoires Presented as Practices 6. Visitors Engaging in Mall Practices: Minimally Monitored Managing Meaning Conclusion: Phenomenology¿s Practices Theory: New Hermeneutics/ Old Heidegger?
Introduction: Why Our (Re)Turn to Hermeneutics? Understanding as Ubiquitous Practice Part I Global Theory: the Practices Perspective on People 1. Audiences Entering Mall and Media: Visitors Projecting Everyday Practices 2. Participatory Practices in Promotional Places: Consumers from Heidegger to Henry Jenkins 3. Video Blogging and Branding on YouTube: Interpreting Ready-to-Hand Understanding Part II A Practices Perspective on Malaysian Consumers 4. Consumers Constructing Marketing Meaning: Generic Practices in Participatory Online Media 5. Consuming Sites: Malaysians Visiting Social Media: Ready-to-Hand Repertoires Presented as Practices 6. Visitors Engaging in Mall Practices: Minimally Monitored Managing Meaning Conclusion: Phenomenology¿s Practices Theory: New Hermeneutics/ Old Heidegger?
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