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L, Wing R., ed. The art of strategy: The leading modern translation of Sun Tzu's classic The art of war. London: Thorsons, 1997.
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Penney, Joel. Political Fans and Cheerleaders. Oxford University Press, 2017. http://dx.doi.org/10.1093/acprof:oso/9780190658052.003.0004.
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Drawing on stories of citizens who voluntarily participate in the viral marketing of electoral candidates, as well as developments from the 2016 Donald Trump, Hillary Clinton, and Bernie Sanders campaigns, this chapter explores the complex intersection between traditional top-down electioneering and grassroots political promotion that emerges from popular culture. It considers how a fanlike cultural engagement with modern political brands fosters participatory forms of candidate promotion that extend far beyond a campaign’s official digital media outreach. Here, citizen marketers take on the role of cheerleaders for their political “teams,” seeking to model enthusiasm and rally their like-minded peers. This dynamic is becoming particularly important for outsider and insurgent candidates who depend on groundswells of grassroots momentum on social media and elsewhere to achieve electoral success. However, these practices also risk furthering the dynamics of political polarization and partisanship that threaten to divide the polity into self-enclosed and opposing camps.
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Penney, Joel. The Historical Lineage of the Citizen Marketer. Oxford University Press, 2017. http://dx.doi.org/10.1093/acprof:oso/9780190658052.003.0002.
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This chapter investigates the historical context of citizen marketing, tracing a lineage that extends to the beginnings of political iconography. However, as symbols of monarchic and despotic allegiance give way to the promotional spectacle of modern Western democratic elections, symbolic artifacts of political sentiment such as banners and sashes begin to offer new entry points for citizen participation. Whereas part of the story of citizen marketing emerges from the tradition of formalized political assemblies and protest demonstrations, another key influence is the more vernacular tradition of political expression associated with cultural forms such as popular dress. This culturally situated engagement with politics takes a revolutionary turn in the countercultural movements of the 1960s, as expressive style, including slogan buttons and T-shirts, enables the public articulation of new political viewpoints and identities. More recently, digital platforms have greatly multiplied the ways in which citizens can share political messages with others, and have magnified the tensions and controversies that have long surrounded these practices.
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Gorwa, Robert. Poland. Oxford University Press, 2018. http://dx.doi.org/10.1093/oso/9780190931407.003.0005.
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This chapter provides the first overview of political bots, fake accounts, and other false amplifiers in Poland. Based on extensive interviews with political campaign managers, journalists, activists, employees of social media marketing firms, and civil society groups, the chapter outlines the emergence of Polish digital politics, covering the energetic and hyper-partisan “troll wars,” the interaction of hate speech with modern platform algorithms, and the recent effects of “fake news” and various sources of apparent Russian disinformation. The chapter then explores the production and management of artificial identities on Facebook, Twitter, and other social networks—an industry confirmed to be active in Poland—and assesses how they can be deployed for both political and commercial purposes. Overall, the chapter provides evidence for a rich array of digital tools that are increasingly being used by various actors to exert influence over Polish politics and public life.
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Penney, Joel. The Citizen Marketer Approach to Political Action. Oxford University Press, 2017. http://dx.doi.org/10.1093/acprof:oso/9780190658052.003.0001.
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This introductory chapter lays the conceptual foundation for the book, defining the citizen marketer approach to political activism and its close connection to the concept of the citizen consumer, as well as its embeddedness in the viral marketing model that is currently being employed by both commercial marketers and myriad political institutions and organizations. The discussion further delineates the persuasion framework of citizen media participation and how it differs from and overlaps with other major frameworks in the existing scholarship. The chapter then turns to an examination of the broader context of promotional culture and the “marketplace of ideas” and how their critiques sensitize us to the risks of trivialization and manipulation that are posed by the citizen marketer approach. Finally, it defines two key concepts, selective forwarding and curatorial agency, which describe the peer-to-peer circulation of preexisting media content as a means of publicizing and promoting political ideas.
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Bollen, Kenneth A., Sophia Rabe‐Hesketh, and Anders Skrondal. Structural Equation Models. Edited by Janet M. Box-Steffensmeier, Henry E. Brady, and David Collier. Oxford University Press, 2009. http://dx.doi.org/10.1093/oxfordhb/9780199286546.003.0018.
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This article explains the use of factor analysis types of models to develop measures of latent concepts which were then combined with causal models of the underlying latent concepts. In particular, it offers an overview of the classic structural equation models (SEMs) when the latent and observed variables are continuous. Then it looks at more recent developments that include categorical, count, and other noncontinuous variables as well as multilevel structural equation models. The model specification, assumptions, and notation are covered. This is followed by addressing implied moments, identification, estimation, model fit, and respecification. The penetration of SEMs has been high in disciplines such as sociology, psychology, educational testing, and marketing, but lower in economics and political science despite the large potential number of applications. Today, SEMs have begun to enter the statistical literature and to re-enter biostatistics, though often under the name ‘latent variable models’ or ‘graphical models’.
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Deaville, James, Siu-Lan Tan, and Ron Rodman, eds. The Oxford Handbook of Music and Advertising. Oxford University Press, 2021. http://dx.doi.org/10.1093/oxfordhb/9780190691240.001.0001.
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The Oxford Handbook of Music and Advertising assembles an array of forty-two pathbreaking chapters on the production, texts, and reception of advertising through music. Uniquely interdisciplinary, the collection’s tripartite structure leads the reader through these stages in the communication of the advertising message as presented by Chris Wharton (2015). The chapters on production study the factors, activities, and people behind the music for the marketing pitch, both past and present. Prominent throughlines in the section include factors influencing the selection of music (and musicians) for advertising, the role of music in corporate branding strategies, the creative forces behind the soundscape of advertising, and industry practices that undergird all aspects of music in commercial contexts. The section on Text focuses on analytic and historical approaches to ads in various media, and includes commentaries on musical genres in ads ranging from Western European art music to American popular genre. Also covered in this section is ad music as used in different ad genres, such as political ads, public service announcements, and television commercials. The analyses used in this section draws from traditional music theory, semiotics, and hermeneutic analysis. Finally, the last section addressing “Reception”—with contributions by researchers in psychology, marketing, and other fields—involves the formulation of models and theories, and implementation of research methods to examine how the presence of music may influence peoples’ attitudes, emotions, thoughts, and behaviors in the context of advertisements and within service environments such as stores, restaurants, and banks. The editors and chapter contributors of this book bring a diversity of perspectives to the topic but share a united aim: to illuminate music’s vital contribution to the advertising message.
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Prestholdt, Jeremy. Africa and The Global Lives of Things. Edited by Frank Trentmann. Oxford University Press, 2012. http://dx.doi.org/10.1093/oxfordhb/9780199561216.013.0005.
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Inquiries into commodification, social distinction, and fashion have offered fresh perspectives on social relations and cultural formations in Africa. Imported consumer goods were both elemental to social relationships and a cornerstone of Africa's global interfaces. This article explores how the social dynamics of consumer demand in Africa were shaped by, and gave shape to, larger social, economic, and political relationships from the sixteenth to the early twentieth century. This approach underscores the interrelation of African cultural imperatives and histories of globalization. Focusing on East Africa in the late nineteenth century, the article begins with a snapshot of consumer trends before the nineteenth century. It then examines three dimensions of consumption in the late nineteenth and early twentieth century: marketing consumer objects, the social relations of consumption, and the ways manufacturers accommodated African consumer demand. Taken together, these themes augment our understanding of social change in Africa, contribute to wider reflections on consumption as a mode of trans-societal relation, and highlight how manufactured objects can be conceptually and physically transformed throughout their global life cycles.
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Kuenzler, Adrian. Restoring Consumer Sovereignty. Oxford University Press, 2017. http://dx.doi.org/10.1093/oso/9780190698577.001.0001.
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For decades, there has been broad consensus within antitrust, intellectual property, and consumer law scholarship that consumers make decisions in their own best interests by consciously weighting the market’s relative prices, quantities, and qualities against each other. That consensus is unraveling in light of novel findings from cognitive and social psychology that explain how individuals’ concepts of what they prefer drive the global economy. At the same time, producers nowadays no longer merely satisfy consumers’ needs but also communicate their values, identities, and aspirations through the sale and marketing of products. As part of the growing interest in observations such as these, a wealth of psychological studies challenge the fundamental teaching of economics that the interplay of demand and supply of goods in a free market economy provides us with material wealth. This book provides a normative defense of that assumption and a theoretical framework for understanding its contradictions. It argues that the erosion of consumer sovereignty through the ability of product manufacturers and sellers to systematically take advantage of individuals’ psychological weaknesses demands a twenty-first-century reconceptualization of the consumer and a modern account of how the law should regulate the digital economy. Such an account is justified to ensure a diverse marketplace in which consumers can influence how our societies are structured and arranged. By examining the role that market manipulation plays, it offers ingredients for a realistic descriptive and normative market regulatory theory that is aware of its political economy, its behavioral suppositions, and its distributional consequences.
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Meng, Jing. Fragmented Memories and Screening Nostalgia for the Cultural Revolution. Hong Kong University Press, 2020. http://dx.doi.org/10.5790/hongkong/9789888528462.001.0001.
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This book explores the way personal memories and micro-narratives of the Cultural Revolution are represented in post-2001 films and television dramas in mainland China, unravelling the complex political, social and cultural forces imbricated within the personalized narrative modes of remembering the past in postsocialist China. While representations of personal stories mushroomed after the Culture Revolution, the deepened marketization and privatization after 2001 have triggered a new wave of representations of personal memories on screen, which divert from those earlier allegorical narratives and are more sentimental, fragmented and nostalgic. The personalized reminiscences of the past suggest an alternative narrative to official history and grand narratives, and at the same time, by promoting the sentiment of nostalgia, they also become a marketing strategy. Rather than perceiving the rising micro-narratives as either homogeneous or autonomous, this book argues that they often embody disparate qualities and potentials. Moreover, the various micro-narratives and personal memories at play facilitate fresh understandings of China’s socialist past and postsocialist present: the legacies of socialism continue to influence China, constituting the postsocialist reality that accommodates different ideologies and temporalities.
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The Measure of Democracy: Polling, Market Research, and Public Life, 1930-1945. University of Toronto Press, 1999.
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Robinson, Daniel J. The Measure of Democracy: Polling, Market Research, and Public Life, 1930-1945. University of Toronto Press, 1999.
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Watson, Jay, Jaime Harker, and James G. Jr Thomas, eds. Faulkner and Print Culture. University Press of Mississippi, 2017. http://dx.doi.org/10.14325/mississippi/9781496812308.001.0001.
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William Faulkner’s first ventures into print culture began far from the world of highbrow publishing with which he is typically associated—the world of New York publishing houses, little magazines, and literary prizes—though they would come to encompass that world as well. This collection explores Faulkner’s multifaceted engagements, as writer and reader, with the US and international print cultures of his era, along with the ways in which these cultures have mediated his relationship with a variety of twentieth- and twenty-first-century audiences. The essays gathered here address the place of Faulkner and his writings in the creation, design, publishing, marketing, reception, and collecting of books, in the culture of twentieth-century magazines, journals, newspapers, and other periodicals (from pulp to avant-garde), in the history of modern readers and readerships, and in the construction and cultural politics of literary authorship. Six contributors focus on Faulkner’s sensational 1931 novel Sanctuary as a case study illustrating the author’s multifaceted relationship to the print ecology of his time, tracing the novel’s path from the wellsprings of Faulkner’s artistic vision to the novel’s reception among reviewers, tastemakers, intellectuals, and other readers of the early 1930s. Faulkner’s midcentury critical rebranding as a strictly highbrow modernist, disdainful of the market and impervious to literary trends or the corruption of commerce, has buried the much more interesting complexity of his ongoing engagements with print culture and its engagements with him. This collection will spur critical interest in the intersection of Faulkner’s writing career and the unrespectable, experimental, and audacious realities of interwar and Cold War print culture.
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E, Baldwin Robert, and National Bureau of Economic Research., eds. Empirical studies of commercial policy. Chicago: University of Chicago Press, 1991.
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Che 3-cha ASEM Chongsang Hoeui: Kyongje hyomnyok punya ui songkwa wa palchon chollyak (Chongchaek yongu). Taeoe Kyongje Chongchaek Yonguwon, 2000.
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