...The current issue and full text archive of this journal is available at www.emeraldinsight.com/1352-2752.htm YouTube: an opportunity for consumer narrative analysis? Stefano Pace ` Universita Bocconi, Milano, Italy Abstract Purpose – The aim of the paper is to discuss a possible extension of narrative analysis to a new medium of expression of consumer behaviour, specifically YouTube. Design/methodology/approach – Marketing and consumer behaviour studies often apply narrative analysis to understand consumption. The consumer is a source of introspective narratives that are studied by scholars. However, consumption has a narrative nature in itself and consumers are also storytellers. YouTube is a new context in which subjects tell stories to an audience through self-made videos and re-edited TV programs. After defining the pros and cons of different approaches to the study of YouTube, narrative analysis is presented as a possible means of understanding YouTube. Findings – Some preliminary evidence is presented by discussing several YouTube videos. These indicate that YouTube content can be better understood as stories, rather than example of other approaches, such as visual analysis, media studies, videography, and others. Research limitations/implications – From the analysis conducted, preliminary managerial implications can be drawn. It seems unlikely that normal TV broadcasters will be substituted by YouTube videos. For the most part, YouTube content draws its sense and shared...
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...Old Spice is known for effective storytelling through the use of humor and their ability to appeal to multiple age and gender groups. In the advertisement, a soaking wet, colored, and fit young man sits upon a motorcycle on a gazebo of sorts. Behind him is the great outdoors of nature, and in his hand he holds the iconic Old Spice body wash bottle. The scent and shape of the bottle is not seen as extensively necessary to sell the audience on buying the product, but rather the imagery being portrayed through the ad. Emotions evoked through this depend on the consumers. It compels men to feel as though maybe they can be young and attractive too if they use the product. The tagline “Smell Like A Man, Man” challenges their inner masculinity, in turn evoking a desire to prove how macho they are. The man pictured actually does not have a six pack but still manages to exude confidence and therefore appear sexy. This subconsciously appeals to the insecurity of some men who do not have the “ideal” male body. Women may feel frisky or sexually attracted to the man portrayed in the ad. Both genders may find it comical considering how the man looks kind of ridiculous sitting on a motorcycle in the middle of nature on top of a deck. On a smaller note, he is also soaking wet in a pair of jeans, so I personally feel...
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...N I N G O B J E C T I V E S 10 1. Identify the purpose and structure of narrative writing. 2. Recognize how to write a narrative essay. Rhetorical modes simply mean the ways in which we can effectively communicate through language. This chapter covers nine common rhetorical modes. As you read about these nine modes, keep in mind that the rhetorical mode a writer chooses depends on his or her purpose for writing. Sometimes writers incorporate a variety of modes in one essay. In covering the nine rhetorical modes, this chapter also emphasizes these as a set of tools that will allow you greater flexibility and effectiveness in communicating with your audience and expressing your ideas. rhetorical modes The ways in which we effectively communicate through language. 1.1 The Purpose of Narrative Writing Narration means the art of storytelling, and the purpose of narrative writing is to tell stories. Any time you tell a story to a friend or family member about an event or incident in your day, you engage in a form of narration. In addition, a narrative can be factual or fictional. A factual story is one that is based on, and tries to be faithful to, actual events as they unfolded in real life. A fictional story is a made-up, or imagined, story; the writer of a fictional story can create characters and events as he or she sees fit. However, the big distinction between factual and fictional narratives is based on a writer’s purpose. The writers of factual stories try to recount...
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...The Journal of Applied Business Research – May/June 2015 Volume 31, Number 3 Collaborative Consumption And Sustainability: A Discursive Analysis Of Consumer Representations And Collaborative Website Narratives Anne-Sophie Binninger, NEOMA Business School, France Nacima Ourahmoune, NEOMA Business School, France Isabelle Robert, University Lille Nord de France-SKEMA Business School, France ABSTRACT In this article, the authors analyze the collaborative consumption model and its contribution to sustainable consumption. Indeed, collaborative consumption is considered as an alternative, ecological consumption mode (Bostman & Rogers, 2011), but previous research has no yet deeply explored to what extent it contributes the sustainable scheme and values. The study therefore investigates both the producer side (collaborative websites) and consumer side (blog participants) to decipher how sustainable ideals are shaped in this context and how consumers attend to them. Six segments of consumers have been identified which can help marketing and sustainable levers better frame their offer. Keywords: Collaborative Consumption; Sustainable Consumption; Access-Based Consumption; Sharing INTRODUCTION O ver the last decade, markets have changed significantly in terms of our relationship to goods, leading to other forms of acquisition and consumption than via possession (Rifkin, 2000, Lovelock and Gummeson 2004, Mont, 2002, Giesler 2006, Chen, 2009, Belk, 2010, Gansky 2010; Bostman & Rogers...
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...perspective, e-commerce is the ability to deliver products, services, information, or payments via networks such as the Internet and the World Wide Web. 2. From an interface perspective, e-commerce involves various information and transaction exchanges: business-to-business, business-to-consumer, consumer-to-consumer. 3. From a business perspective, e-commerce includes activities that directly support commerce electronically by means of networked connections. 4. From an online perspective, e-commerce is an electronic environment that makes it possible to buy and sell products, services, and information on the Internet. 5. From a structural perspective, e-commerce involves various media: data, text, web pages, Internet telephony, and internet desktop video. 6. As a market, e-commerce is a worldwide network. A local store can open a Web storefront and find the world at its doorstep-customers, suppliers, competitors, and payment services. E-business: Connecting critical business systems and constituencies directly via the Internet, Extranets, and Intranets. It goes beyond a web site on the Internet to affect all aspects of business, from strategy and process to trading partners and the ultimate consumer. It combines the resources of traditional information systems with the global reach of the Web. E-business enables organizations to accomplish the following goals: 1. Reach new markets. 2. Create new products and services. 3. Build customer...
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...Human Resource Roles and Responsibilities Human resource roles and responsibilities are changing because business trends are changing. Technology, e-business, ethics, and globalization are changing the way companies do business and therefore, the human resource management need to make changes to keep up with the new trends. Globalization and Technology During the past century companies have made changes to the way human resource department’s run. Many companies created jobs overseas, which slowed down the hiring in the United States (Noe, R., Hollenbeck, J., Gerhart, B. & Wright, P., 2004). Companies are finding to survive they must compete in international markets and fend off their competitors. Companies are also outsourcing and offshoring the workload in order to compete and pay employees lower pay. Technology is constantly advancing forward. In today’s business world technology is changing rapidly and human resource department find they need to move with it. These days few companies use paper for job applications now businesses rely on the internet which combines data from several sources into a single site. Shared service centers consolidate different human resource functions into a single location (Noe, et al, 2004). Diversity and E-Business Diversity in the U.S. labor force is growing in racial, ethnic, and gender terms. Many U.S. companies have already committed themselves to ensuring they recognize the diversity of their internal labor force and use it to gain...
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...H-E-B grocery store https://www.heb.com/ fits the category of a non – news organization that utilizes social media feeds alongside traditional media feeds. Mixed media is the best way to describe H-E-B online communication (i.e. identified as a mixture of owned media, paid media shared/social media and earned media). The organization has its own website (owned media pg. 175) that allows the company to have control over information disseminated out to both its internal and external publics (pg. 118). When it comes to paid media (pg. 176), H-E-B paid to have control over 60 seconds of air time during the 2018 super bowl. Its commercial in this case demonstrated corporate advertising (pg. 176) as it promoted its annual contest Quest for Texas...
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...Joshua Tollison Phase 4 Individual Project MGM310-1204B-01 Bari Courts 23 December 2012 If I were to start an e-business the main thing I would focus on would be functionality of the site and ease to make customers feel comfortable and confident about shopping with my storefront. By this I mean designing a site that gives customers several options for the products they are shopping for; along with that my customers would have access to multiple pictures of every product available, and a detailed description of the item they are interested in. My customers would also be able to compare similar items by their available options and provide a side by side analysis. The main thing for my e-business though would be the superior customer service that is provided to my clients by means of email, live chat, and a customer service hotline if you would prefer to talk to a representative. One of the final details that would make my site superior to others would be a hassle free return policy that even included return shipping for those who need to return their products for any reason. To be able to make this dream come true there are several other factors that I will be discussing throughout this paper as I present my business plan for establishing my storefront. I. E-Commerce Infrastructure Just as brick and mortar companies have an infrastructure to help them succeed in business, so do e-businesses. By having the correct infrastructure in place allows a company to run...
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...in technology and way of life. One of the most significant forces driving this development is the ability to record and deliver information across distances and at rates expanding exponentially. This is also referred to as the information age. Digital technology has changed the economy. The new terminology being used is e-marketing where the primary source of value creation for consumers has shifted from physical goods to services and information. This does not mean that everything we previously knew about business becomes irrelevant and obsolete, but it does mean that significant changes in business environment justify new approaches to thinking of the best marketing strategy and management. In summary E-commerce can be defined as an exchange of goods and services between parties, individuals and organizations as well as the electronically based intra and inter organizational activities that facilitate such exchanges.(Dave.C.,2007,p,4) There are four categories of E-commerce:- a) Business to business b) Business to consumer c) Consumer to business d) Consumer to consumer Most business still carries out the traditional ways of conducting business. This is by having a physical address where they have their products and services and translations are made there. Due to the new dot com community and ways of doing business many businesses have taken up the opportunity of conducting business online. This is because of the benefits brought about by...
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...1. Introduction Electronic commerce has become an attractive market to the world, and the emerging business opportunities are now becoming a major factor in world economics. Although, investment through e-commerce channels returns high profits, but like many IT systems, it could lead business organizations to a risky situation or failing to deliver expected returns. The main cause of this is the inconsistency between the system design and the desired requirements or for the misunderstanding between IT professionals and business experts. Therefore, to design e-commerce system, a communication pattern is needed either between system developers and business owner, or between customers and the online business system. Moreover, e-commerce system should be adapted with the whole business environment such as business norms and behavior, customer practice, business rules and government policy. However, Semiotic that is ‘the science of signs’ has brought many approaches to facilitate the process of understand signs’ meaning. The approach of organizational semiotic defied the organization as a group of social norms and emphasizes on the people and their role and responsibility in order to merge them when analyzing and designing information system (Stamper et al, 2004). For e-commerce systems, there is a necessity of clear meaning for each symbol, icon and image because almost all transactions done through the web system without human agent involvement. Therefore, semiotic...
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...absence of reliability or perception of the narrative. "Whether due to age, mental disability or personal involvement, an unreliable narrator provides the reader with either incomplete or inaccurate information as a result of these conditions." [1] As Wayne Booth once stated: "I have called a narrator reliable when he speaks for or acts in accordance with the norms of the work, (which is to say, the implied authors norms) unreliable when he does not" [2] . We are consumers of narratives which has given us the ability to identify unreliable stories. However as "theoreticians, we are less well able to say what constitutes unreliability and how it is detected". [3] Shutter Island is a film adapted, from a novel, by Martin Scorsese; the film is within the film noir genre, with an unreliable narrator that, as result, plays with your mind and makes the film appear to be very ambiguous. Shutter Island is clearly shown through the perspective of a fallacious narrator. A narrator's job is to reveal what is real in the narrative and, comparable to tellers in reality, the narrator may have it incorrect or would rather disclose what they deem to be true. "On this model we perceive narrative unreliability when we perceive a disparity between the intentions of the implied author concerning what is true in the story and the intentions of the narrator concerning what she would have the reader believe." [4] Shutter Islands' narrative follows this idea as throughout the film, the...
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...arguments usually question or celebrate the transgressive potentials of the book (Giroux; Mendieta), or address issues of masculinity brought into the fore by their literary and cinematic representations emergent in the same decade (Tuss; Friday). However, few, if any, have addressed the literary aspirations of the text and its author. Although none of the approaches to the thematic concerns of Fight Club are unjustified, in the argument that follows I will suggest that conclusions drawn and critical judgments passed have been hasty, and not only failed to take into account the formal aspects of story-telling, but that the narrative features of Palahniuk’s text have largely went unexplored, and constitute a blind spot of the reception. Critics condemning or acclaiming the novel, and, indeed, many a cultic reader of Palahniuk ignored Fight Club as a literary narrative, and have inadvertently been repeating the catchphrases of the text, either reinforcing or trying to undermine what they have understood as their meaning. I see the significance of Palahniuk’s fiction and the literary event of Fight Club’s publication in somewhat different terms. Palahniuk’s emphasis and continued insistence on minimalism suggest that his fiction is properly understood as belonging to a literary tradition whose evaluation remains troubled and, for a large part, unsettled. Nevertheless,...
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...be found in the movie. What’s more, the lighting in this film is high-key lighting which connotes the meaning of happiness and serenity. Moreover, the mode of address in this film is indirect to the audience which was used the third person angle to encode the meaning to the audience. On the other hand, I choose this movie because of few reasons. Firstly, I love the main character- Zac Efron very much. He has acted in many teenage romance films before, for instance, High School Musical 1, 2 and3. After I watched the High School Musical, I admire his out-looking and his acting skills. Therefore, I choose this film. Besides, the narrative of this movie is very special, which is a non-linear structure and always include some flashback scenes. Firstly, I am going to analyzing the narrative structure of this text. As Todorov mentioned; narrative structure can be divided into 5 parts, which are equilibrium, disequilibrium conflict, recognition of disequilibrium, attempt to...
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...October 31, 2012 Point of View The short story, The Lady with the Pet Dog, written by Anton Chekhov is narrated in the omniscient, third person style. “From this point of view, the narrator can move from place to place and pass back and forth through time” (136). Also, “this narrator can report the characters’ thoughts and feelings aw well as what they say and do” (136). The all knowing speaker of this story tells us, the readers, all about the whirl wind affair of Dmitry Dmitrich Gurov and Anna Sergeyevna in such a way that we can draw our own conclusions about their characters. The narrator, who plays no character part in this story, does seem to know everything about the lovebirds. S/he also explains each character’s personality and quips portions of their conversations. The conversations that we are told about give the reader insight into the feelings of Dmitry and Anna. We learn about their comings and goings from the narrator. In Yalta, the narrator tells us of the many social scenes like the esplanade, confectionery shop and a public garden. The narrator sees into the romantic situations of Dmitry and Anna’s hotel room encounters and the private conversations that also welcome the reader into the relationship. The pain and restraints of each character’s home and life are addresses by the narrator also. Whether ensconced in safe houses and relationships or free to roam while on vacation the reader learns it all from the narrator. The point of view of this...
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...Crash: Of Racial Discrimination and Stereotypes November 3rd, 2011 Crash: Of Racial Discrimination and Stereotypes Directed by Paul Haggis and produced in 2004, Crash was the Oscar Awards winner of Best Picture in 2006. Aside from Best Picture, the movie won only one other award: Best Original Screenplay for Paul Haggis and Robert Moresco. Despite its little recognition, Crash is an important movie to watch. Plot The plot of Crash is not about a typical, narrative story in the usual sense. Instead, it focuses on a theme or message and weaves several linked stories to highlight the theme. The movie is essentially about racial discrimination and the consequences of stereotyping people. Set in LA, the story covers a 24-hour period. The movie depicts the stories of several people whose lives are intertwined by accidental and casual encounters, usually on the streets. The characters in the story are people of varying ethnic groups: a bad and a good cop, a group of police investigators, a couple of teenage robbers, a DA and his wife, an Arab family, a Hispanic locksmith and his family, and an affluent African American movie director and his wife. The story revolves around how all of these people have deeply ingrained prejudices and how they themselves could suffer from discrimination. Theme and depiction Discrimination and stereotyping of people sometimes happen as a result of reinforcement of the behavior of the people being discriminatory...
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