CB Chapter 15 - Creation & Diffusion of Culture Flashcards Preview

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Flashcards in CB Chapter 15 - Creation & Diffusion of Culture Deck (26):

So culture is a movement of meaning, what are two instruments that facilitate this movement?

1. Ads and fashion systems

2. Consumption Rituals


So culture is a movement of meaning, what are the 3 destinations of movement from first to last?

starts at
1. Cultural values and symbols

2. Consumer Goods

and finally
3. Individual consumer


Explain the culture production process

So you select alternative cultures over others due to what you think is "hot" and the characteristics of current fashion/popular culture


What are 5 characteristics of fashion/popular culture spreading?

1. Evolving choices

2. Starts by small group, then spreads as others become aware and confident

3. Cultural products travel widely

4. Influential media people decide which will succeed

5. Most styles eventually wear out or are replaced


Define Culture Production Systems (CPS)

CPS is a set of individuals and organization responsible for creating and marketing a cultural product


What are two important factors about the CPS?

1. Number/diversity of competing systems

2. Amount of encouraged innovation vs. conformity


What are 3 major CPS subsystems?

1. Creative Subsystem
(rise agains, I don't want to be here etc)

2. Managerial subsystem
(such as at Interscope Records)

3. Communications subsystem
(advertising and publicity agencies)


Explain how the culture production process works

So the symbol pool (people sparking this) are within a creative or managerial subsystem which starts a culture production system.

Then this is picked up by communications subsystems such as ad agency, and send to cultural gatekeepers such as restaurant reviewers, opinion leaders, friends, etc

If it passes through the cultural gatekeepers it reaches you!


What are some example formal and informal cultural gatekeepers?

1. Formal Gatekeeprs
-Casting director
-radio programmer
-retail buyers
-restaurant reviewers

2. Informal gatekeepers
-opinion leaders
-family members


What are tastemakers?

These guys are gatekeepers and influence the products that consumers get to consider, such as movie/restaurant/car reviewers, interior designers, disc jockeys, retail buyers, and magazine editors


How does high art and low art blend together today in interesting ways?

So Costco now stocks fine art such as Picasso, and we appreciate advertising as an art form, especially when we incorporate high art to promote products


With the cultural formulae, how does the mass culture churn out products for a mass market?

So by aiming to please average taste of undifferentiated audience, we get the same stories and songs. Such as all romance and detective novels being the same, and we recycle images


What is reality engineering?

So many consumer environments have these images and characters that were created for marketing campaigns, and use them as retreads.

So it's "new vintage", and elements used are both sensory and spatial


Define cultivation hypothesis

It is the media's ability to distort consumers perceptions of reality.

Such as people who watch a lot of tv think people with money are uber rich and susceptible to violent crimes, they also drink and smoke more.


What is the controversy with reality engineering?

Well cultivation hypothesis says they distort our reality a bit and have control over some of our behaviours. So engineering this reality is like a resistance to have our own culture in a way. Do Marketers own our culture?


What is branded entertainment?

Entertainment that has product placement in it


What is it called when ads are integrated into gaming?



What is benefit to advergaming?

Ads can get our attention for a much longer time in video games

they can tailor to our user profile

gives advertisers flexibility

and can track usage and conduct market research.


What is the diffusion of innovations?

So this is brining products consumer perceive to be new


What are 4 "innovations" of the diffusion of innovaitons that could lead consumer to perceive it as "new"?

1. New Manufacturing technique

2. New Product Variation

3. New way to deliver product

4. New way to package product


What is the diffusion of innovation?

Well successful innovations such as the iPad spread across population


What are the 5 types of adopters?

1. Innovators
(first to buy)

2. Early adopters

3. Early majority

4. Late Majority

5. Laggards
(Just got DVD player in 2014...)


What are the characteristics of innovators

These guys are category-specific, so Im a foodie so I jumped on the Anova, but I don't give a shit about new baseball technology

Favour taking risks

Higher education and income

Socially active

lead users


What are the characteristics of early adopters

They have concern for social acceptance, so hold off a teeny bit

involved in product category and value fashion

tend to field test style changes


What are 3 types of innovations by defining as amount of change they bring to our lives?

1. Continuous innovation
(evolutionary rather than revolutionary)

2. Dynamically Continuous innovation
(more pronounced change to existing product)

3. Discontinuous innovation
(creates major changes in the way we live, such as lightbulb or iPad)


What are the 5 prerequisites for successful adoption?

1. Compatibility
(should work with lifestyle)

2. Trialability
(Should be able to try before buy)

3. Complexity
(should be easy to understand)

4. Observability
(easy to observe are better to spread)

5. Relative advantage
(Should offer relative advantage over alternatives)

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