...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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...MKTG203 Investigative Essay: Consumer Influence on Brand Meaning The marketing team or the end consumer: Who determines the underlying meaning behind an established brand? By design, the marketing of a brand or product is undertaken with the intention to stir a response within a consumer about the apparent value attributed to that product or brand, and ultimately result in the consumer making a purchase. With that in mind, one could assume that the definitive meaning of a brand would be formed as the general intention of the marketers who have either created the brand, or currently work on it. This essay will debate that it may indeed be consumers that have the capacity to determine a brand’s meaning, rather than the marketer responsible for the brand, and that this newly developed meaning may not even be remotely comparable to the marketer’s initial intended meaning. The underlying meaning behind a brand, whether intentional or not, can be conveyed and interpreted through the influence of multiple factors. From culture, religion, politics and travel exploration in an increasingly global landscape; to multiple media platforms including film and television; to internal factors such as past experience and memories revived from childhood; consumers can use their own awareness, surroundings and experiences to form their own interpretations on a brand’s meaning. Culture can often have a great influence on brand meaning. The addition of all the customs, beliefs and values that...
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...freshest and best-quality burritos—made right in front of their eyes. By 2015, Mucho Burrito had grown to over 115 franchise locations in Canada with additional locations in the U.S. The fast-food market is fiercely competitive, and today, Mexican food is one of the hottest food trends in Canada. Taco Bell is a mainstay with its inexpensive, lower-quality “Tex-Mex” food, but there are new U.S. competitors in Canada, such as Chipotle Mexican Grill and Qboda, focusing on higher-quality, fast-casual Mexican fare. Various popular, local, independent establishments also exist, such as Big Fat Burrito, Burrito Boyz, and Fat Bastards. Quick-service restaurants also litter the market with short-term promotional Mexican-type products such as McDonald’s Fiesta Signature McWrap. Mucho Burrito manages the marketing mix (product, price, place, and promotion) for its restaurants to ensure it meets customer expectations and remains a leader in the Mexican fast-food category. Let’s look at its marketing mix in more detail: Product...
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...Business Plan Assignment Tuscola Technology Center, Caro, MI This assignment will take most students four to six weeks to complete but can be adjusted to fit individual needs. Upon completion students will complete a working business plan that can be created alone or in groups. Students wishing to become sole proprietors should work alone, while others considering partnerships and corporations should work in groups with one to three participants. This lesson plan is in line with Marketing Education Resource Standards where several performance indicators are met. Additionally, the lesson is also in line with core academics. • English Language Arts – Students will work to complete a polished plan that will require extensive research and revision. The entire process will require many drafts. Instructors should meet with students one on one and suggest spelling and grammar changes until the work is of professional quality. Students will also place their finished work into a PowerPoint project that they will deliver to the class where they will demonstrate professional literacy and communication skills. • Math – Students will learn about pricing, markup, and advanced financial statements such as income statements, balance sheets, and cash flow. One requirement will be to complete a working 3 month income statement. Each section of the lesson plan includes performance indicators and specific assignments that students must master before completing each written section...
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...Hughes paints a picture of himself as a little boy whose decisions at a church revival directly reflect mans own instinctive behavioral tendencies for obedience. A young Langston whose congregation wants him to go up and get saved, gives into obedience and ventures to the altar as if he has seen the light of the Holy Spirit. Hughes goes on to say: " So I decided that maybe to save further trouble, I'd rather lie, too, and say that Jesus had come ,and get up and be saved ." In saying this, Langston has obviously overlooked his personal belief to meet the level of obedience laid out by the congregation. It leads us to fact that people may believe strongly in an idea or thought but will overlook that belief to be obedient. One can make a justified assumption that everyone in society has at one time or another overlooked his or her personal feelings to conform this occurrence whether it is instinctive or judgmental is one that each individual deals with a personal level. He was a young boy who wanted to see Jesus, who wanted to earn salvation, but when he couldn't see Jesus, when everyone else saw,he found himself in the terrible position of disappointing not only himself but everyone in his community.He finally "saved" himself by pretending to see Jesus . He was saved not by love of Jesus as a congregation or preacher intended but by pretending to be other that who he was. One wanders what would have happened if he didn't stepped forward? Would they have seen a frightened boy? It...
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...Module 10 . LearningAcross Bord.ers: Disneyland. theMore on Ml0-25 DisneyGoesto Tokyo Crossingthe Pacific In the mid-I970s, the Oriental Land Company, a ]apanese development company that owned a large tract oflandfill east ofTokyo zoned for pubIic leisure activities, approached Disney with the idea of building a Disneyland in lapan. Six hundred acreswere set asidefor the project. But, in an era of conservative (caretaking) management at Walt Disney Productions, senior executivesat Disney were hesitant. After all, lapan was far away, quite distant in terms of culture, and Tokyo not only had much colder winters than California or Florida but endured a lengthy rainy seasonin lune and July. Yet, after exploring alternativeoptions at some length (including other sitesin Asia), Disney decided to go ahead. Nevertheless,it insisted on a deal that left Oriental Land with virtually all of the risk. Instead of taking an ownership position in Tokyo Disneyland, Disney demanded royalties of I0 percent of the revenues from admissions and rides, and 5 percent of the receiptsfiom food, beverages,and souvenirs. Disney also asked for and more or less received artistic control of the park. Its partner, with its experience in developmer-rt projects in Tokyo, looked after the complex relationships with local planning and regulatory authorities, financing, and adjacent development. At first glance,Tokyo Disneyland seemsto be a close physical and social copy of Disneyland...
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...[pic] McDonald's and the Environmental Defense Fund: a case study of a green alliance Sharon Livesey Originally published in…The Journal of Business Communication • January 1999 In 1987, the United Nations World Commission on Environment and Development, which had convened to address the global ecological crisis, produced Our Common Future (the Brundtland Report). This watershed event established the conceptual underpinnings for environmental politics and debate in the 1990s by reframing the problem of the natural environment as one of sustainable development. In the wake of this reframing, a new practice in environmental management emerged - that of green alliances or partnerships between business and ecology groups (Westley & Vredenburg, 1991, pp. 71-72). These alliances, considered one of the ten most significant trends in environmental management and the greening of industry (Gladwin, 1993, p. 46), appeared to signal a sea change in the way business, as well as environmentalists, could respond to the ecological impacts of firms' economic activities. Indeed, environmental partnerships offered both business and ecology groups the potential for a new rhetorical stance. Business communication scholarship has identified a variety of rhetorical strategies adopted by corporations in the face of environmental controversy: defensiveness and apologia (e.g., Ice, 1991; Tyler, 1992), competing information campaigns (e.g., Lange, 1993; Moore, 1993), or retreat (e.g., Seiter...
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...color of the typeface). 6. When you have completed entering your responses, print out your final copy and sign the last page. Also, be sure to attach any necessary documents before you submit the final copy. DO NOT INCLUDE THIS SHEET WHEN SUBMITTING STAGE TWO FOR GRADING! KANE COUNTY ADULT COURT SERVICES PRE-SENTENCE INVESTIGATION REPORT Please type all responses Defendant’s Name: Edward Ignatious Case #: 16 CF 0071 Investigator’s Name: Rodrick Parker Date of Report: 3/15/16 Charge(s) Plead: Unlawful Use of Weapon (720 ILCS 5/24-1(a)(8)) & Aggravated Assault (720 ILCS 5/12-2(c)(1)) Date of Guilty Plea: 3/2/16 Sentencing Date: 3/28/16 Part I: Case Information and Summary Please provide a narrative that...
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...crusader. He was the living legend and glorious in death. He was intensely loved and fiercely hated. In his book, “Pilgrimage to the Mountaintop,” Harvard Sitkoff writes, “I have to craft a brief yet stirring narrative for a twenty-first-century readership that illustrates the historical forces that shaped King, and how he, in turn, changed American society.”(xiv) Black freedom movement was a tough socio-political responsibility for Dr. King, and his adversaries belonged to the powerful ruling class, reluctant to give any concessions to the blacks. He led the movement at great personal sacrifice and suffering. Sitkoff writes, “ However overwrought or sometimes paralyzed by fear he became, King’s biblical faith enabled him to keep his eyes on the prize, to put righteousness before expediency, despite the beatings, jailing, inner turmoil, and constant threats if assassination.”(xiv) Unprecedented changes began to happen in United States and King’s mission paved way for a broader crusade against imperialism and of economic inequality by the time of his death and subsequently thereon. The forces that were bitterly opposed to King’s mission now actively supported and took lead to powerfully translate his ideals into the reality. Mega-corporations like McDonald’s and Walmart who specialized in exploitation of black-labor took up the cause of civil rights legacy and promoted publications like “Make Your Own History Resources Guide.” Prominent figures from the civil rights...
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...American Education: Not Worthy of an “A” In the height of the economic recession circa 2008, the CEO of a McDonald’s supplier experienced difficulty finding competent workers for the modern factory jobs. The position entailed basic communication skills, literacy, and the ability to solve a problem. These traits were lacking in the recent high school graduates of Oklahoma public schools. In rapidly evolving and fast-paced financial markets, a quality education has become the foundation for success, and the education being offered by U.S. schools proves to be a faulty base for structure. In Amanda Ripley's The Smartest Kids in the World, Ripley demonstrates the American education system's need for rigor by providing personal narratives...
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...Organization Culture August 19, 2009 Group 4 Organizational Culture Introduction Basically, organizational culture is the personality of the organization. Culture is comprised of the assumptions, values, norms and tangible signs (artifacts) of organization’s members and their behaviors. Members of an organization soon come to sense the particular culture of an organization. Culture is one of those terms that are difficult to express distinctly, but everyone knows it when they sense it. For example, the culture of a large, profit corporation is quite different than that of a hospital which is quite different than that of a university. You can tell the culture of an organization by looking at the arrangement of furniture, what they brag about, what members wear, etc. -- similar to what you can use to get a feeling about someone's personality. Corporate culture can be looked at as a system. Inputs include feedback from, e.g., society, professions, laws, stories, heroes, values on competition or service, etc. The process is based on our assumptions, values and norms, e.g., our values on money, time, facilities, space and people. Outputs or effects of our culture are, e.g., organizational behaviors, technologies, strategies, image, products, services, appearance, etc. The concept of culture is particularly important when attempting to manage organization-wide change. Practitioners are coming to realize that, despite the best-laid plans, organizational change must include...
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...Summary Friedman concludes that the world is flat on a visit to Infosys Technologies Limited in India, where he travels with Discovery Times. Friedman is impressed by the campus’s advanced technology such as the glass-and-steel buildings and large flat-screen televisions. Nandan Nilekani, the company’s CEO, tells Friedman that the playing field has been leveled; now countries like India can compete for global knowledge. Friedman realizes that the world is flat, which fills him with both dread and excitement. Friedman believes there are historically three great eras of globalization. The first was from 1492-1800, which he calls Globalization 1.0; the second was from 1800-2000, which he calls Globalization 2.0. Friedman argues that we are now in the midst of Globalization 3.0 is a period in which the world shrinks from small to tiny, flattening to such a degree that individuals can collaborate and compete globally. Friedman tells the reader that the purpose of this book is to understand how the world became flat as well as the implications of that development. Friedman spends a night in an Indian call center. Twenty-five hundred twenty-somethings work in this multi-floor facility; some are “outbound” operators, selling various items, others are “inbound” operators, tending to the customer-service needs of various companies. Friedman notes that there are about 245,000 Indians working in this industry, which offers them high-paying, high-prestige jobs. Employees are trained how...
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...MEDIA EDUCATION FOUNDATION STUDY GUIDE NO LOGO BRANDS, GLOBALIZATION, RESISTANCE WRITTEN BY JEREMY EARP & DANIELLE DEVEREAUX Challenging media CONTENTS NO LOGO BRANDS, GLOBALIZATION, RESISTANCE NOTE TO TEACHERS.............................................................................................................................................................................pg. 03 THE MEDIA LITERACY CIRCLE OF EMPOWERMENT....................................................................................................................04 OVERVIEW.........................................................................................................................................................................................................05 PRE-VIEWING EXERCISES..........................................................................................................................................................................06 INTRODUCTION Key Points..........................................................................................................................................................................................................07 Questions for Discussion & Writing.....................................................................................................................................................07 NO SPACE: BRANDED WORLD Key Points......................................................................................
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...SECRET LANGUAGE of • HOW LEADERS INSPIRE ACTION THROUGH NARRATIVE The LEADERSHIP STEPHEN DENNING John Wiley & Sons, Inc. More Praise for The Secret Language of Leadership “Out of the morass of strategies leaders are given to transform organizations, Denning plucks a powerful one—storytelling— and shows how and why it works.” —Dorothy Leonard, William J. Abernathy Professor of Business, Emerita, Harvard Business School, and author, Deep Smarts: How to Cultivate and Transfer Enduring Business Wisdom “The Secret Language of Leadership shows why narrative intelligence is central to transformational leadership and how to harness its power.” —Carol Pearson, director, James MacGregor Burns Academy of Leadership, University of Maryland, and coauthor, The Hero and the Outlaw “The Secret Language of Leadership is not only the best analysis I have seen of how and why leaders succeed or fail, it’s highly readable, as well as downright practical. It should be mandatory reading for anyone interested in engaging a company with big ideas who understands that leaders live and die by the quality of what they say.” —Richard Stone, story analytics master, i.d.e.a.s “A primary role of leaders is to create and maintain meaning for their organizations. Denning clearly demonstrates that meaningmaking comes from stories well told.” —Thomas Davenport, President’s Distinguished Professor of I.T. and Management, Babson College, and author, The Attention Economy “Steve...
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...EuroDisney | | | | X | | X | X | X | | | X | | | | | | | X | | 2-2 Cultural Norms, Fair and Lovely, and Advertising | | | | X | X | | | X | | | X | X | | | | | | | | 2–3 Starnes-Brenner Machine Tool Company – To Bribe or Not to Bribe | | | | | X | | X | | | | | | | | | | X | | | 2-4 Ethics and Airbus* | | | | X | X | X | X | | | | | | X | | | | | | | 2–5 Coping with Corruption in Trading with China | | | | | X | X | X | | | | | | | | | | | | | 2–6 When International Buyers and Sellers Disagree | | | | | | | X | | | | | | | | X | | | | | 2-7 McDonald’s and Obesity | | | | X | X | | | | | | X | X | X | | | X | | | | 3-1 International Marketing Research at Mayo Clinic | | | | | | | | X | | | | | | | | | | | | 3–2 Swifter, Higher, Stronger, Dearer | | | | | | | | X | | | X | | | | | | | | | 3-3 easyCar.com | | | | | X | | X | X | | | X | X...
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