Authors:
- Offers original insights into the contemporary strategies and affects of creating brand impact
- Timely account of how digitisation, by creating a new sensory as well as techno-cultural environment, is transforming the relationship between advertising media and consumers
- Extremely original shift of focus away from the ostensible ideological effects of advertising and on to the experiential environment now created by digital marketing
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Table of contents (7 chapters)
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Front Matter
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Back Matter
About this book
With the shift from a broadcast to an interactive media system, advertisers have reinvented themselves as the strategic interface between computational media systems and the lived experience and living bodies of consumers. Where once advertising relied predominantly on symbolic appeals to affect consumers, it now centres on the use of computational devices that codify, monitor, analyse and control their behaviours. Advertisers have worked to stimulate and harness consumer participation for several generations. Consumers undertook the productive work of making brands a part of their cultural identities and practices. With the emergence of a computational mode of advertising consumer participation extends beyond the expressive activity of creating and circulating meaning. It now involves making the lived experience and the living body available to the experimental capacities of media platforms and devices. In this mode of advertising brands become techno-cultural processes that integrate calculative and cultural functions. Brand Machines, Sensory Media and Calculative Culture conceptualises and theorises these significant changes in advertising. It takes consumer participation and its interconnectedness with calculative media platforms as the fundamental aspect of contemporary advertising and critically investigates how advertising, consumer participation and technology are interrelated in creating and facilitating lived experiences that create value for brands.
Reviews
“The unique insights presented in BrandMachines are compelling (and sometimes disturbing) to any reader interested in the ever-pervasive nature of digital branding practices. Brodmerkal and Carah combine expertise in scholarly debates, case examples, first-hand material from visible practitioners and ethnographic observation without falling into the trap of techno-optimistic, nor techno-pessimistic perspectives on uses of social media.” (Dr Jolynna Sinanan, School of Media and Communications and the Digital Ethnography Research Centre, RMIT University, Melbourne and co-author of “Webcam” and “How the World Changed Social Media”)
“A very original analysis of the relation between the commercialisation of digital technology and the lives of contemporary consumers: advertising in the age of the algorithm.” (John Sinclair, University of Melbourne, Australia)
Authors and Affiliations
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Faculty of Society & Design, Bond University, Robina, Australia
Sven Brodmerkel
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School of Communication and Arts, University of Queensland, Brisbane, Australia
Nicholas Carah
About the authors
Dr Nicholas Carah is Senior Lecturer in Media and Communication at the University of Queensland, Australia. His research examines media platforms and devices, branding and everyday life. He is the author of Pop Brands: branding, popular music and young people and Media and Society: production, content and participation.
Bibliographic Information
Book Title: Brand Machines, Sensory Media and Calculative Culture
Authors: Sven Brodmerkel, Nicholas Carah
DOI: https://doi.org/10.1057/978-1-137-49656-0
Publisher: Palgrave Macmillan London
eBook Packages: Literature, Cultural and Media Studies, Literature, Cultural and Media Studies (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2016
Hardcover ISBN: 978-1-137-49655-3Published: 10 November 2016
eBook ISBN: 978-1-137-49656-0Published: 27 October 2016
Edition Number: 1
Number of Pages: XXI, 201
Topics: Cultural Anthropology, Cultural Theory, Cultural Studies, Multimedia Information Systems