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A philosophical investigation of the transition from integrated marketing communications to metamodern meaning co-creation

George Panigyrakis|Anna Zarkada
한국마케팅과학회 (Korean Scholars of Marketing Science)|2014.06|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제24권 제3호|pp. 262-278

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키워드

philosophyadvertisingIMC广告service-dominant logic服务主导逻辑metamodernity哲学后现代
주제분류경영학

초록

This article contributes to the recent problematisation of the co-evolution of philosophyand marketing thought as we experience a transition from the deification of greed,individualism and hedonic consumption seen during the postmodern period of thetwentieth century to the brutal class restructuring and shattering of a number ofillusions of metamodernity at the beginning of the twenty-first century. It examinesthe philosophical foundations of advertising and communication and demonstrates theways in which current technological and socio-political advances are renderingtraditional approaches obsolete. As marketing is now recognised to be the mechanismpar excellence for value co-production, so advertising – and communication in general– are but mechanisms of meaning co-production through a dialogue between thedisillusioned but empowered consumer and the brand and corporation on solidarity,responsibility, morality, dignity and the sense of belonging in a community. It is herebyargued that values are far more relevant to contemporary consumers than the pursuit ofan idealised lifestyle based on celluloid images of the imaginary Joneses, and thus it isadvocated that discipline-wide changes need to be made.

Abstract

This article contributes to the recent problematisation of the co-evolution of philosophyand marketing thought as we experience a transition from the deification of greed,individualism and hedonic consumption seen during the postmodern period of thetwentieth century to the brutal class restructuring and shattering of a number ofillusions of metamodernity at the beginning of the twenty-first century. It examinesthe philosophical foundations of advertising and communication and demonstrates theways in which current technological and socio-political advances are renderingtraditional approaches obsolete. As marketing is now recognised to be the mechanismpar excellence for value co-production, so advertising – and communication in general– are but mechanisms of meaning co-production through a dialogue between thedisillusioned but empowered consumer and the brand and corporation on solidarity,responsibility, morality, dignity and the sense of belonging in a community. It is herebyargued that values are far more relevant to contemporary consumers than the pursuit ofan idealised lifestyle based on celluloid images of the imaginary Joneses, and thus it isadvocated that discipline-wide changes need to be made.

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