Analyzing Media: Communication Technologies as Symbolic and Cognitive Systems

Chesebro, James W.; Bertelsen, Dale A.

doi:10.2307/358412

Cited by 24 publications

(29 citation statements)

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“…Their responses supported the expectation that change will occur in relationship patterns forwarded by Meyrowitz (1982 and1985), Chesebro (1984), Chesebro and Bertelsen (1996), and Postman (1993), and directly supports the observations made by Turkle (1984) concerning a realignment in both friendship generation and understanding, as well as a new construction of social norms.…”

Section: Mobility Versus Isolation Of the Individualsupporting

confidence: 81%

Santa or the Grinch: Paradoxes Presented by the Use of Today’s Popular Media

Moellinger

2010

Hum Stud

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This paper grew out of a larger study designed to investigate the usage patterns and effects of the introduction of the personal computer and the Internet in both the contemporary workplace and the home. During the course of analysis of the data collected several paradoxes associated with this usage emerged. The first, and in many ways the most important, was the paradox between the ability of Internetbased communication and software computer programs to facilitate the educational process while at the same time altering the learning patterns of the student users, affecting writing, and potentially affecting their cognitive processing. Secondly, while the usage of these technologies fulfilled the early expectations for creating a more efficient work place, it also created a new demand for increased production. This new expectation has blurred the line between professional and personal time with the usage of these technologies entering domestic space and has created the potential for anxiety and disjuncture. Thirdly, in research endeavors, these technologies have allowed people to collect and evaluate data in newer and quicker ways; however the demand for increased productivity has also altered the research function as attention is directed toward the production of papers and not the development of grander explanatory theories. Also, while the use of many Internetbased communication modalities promotes mobility, their constant use can also contribute to the avoidance of personal contact, isolation, and egocentric behavior. This paper describes these paradoxes and concludes by examining the emerging trends and patterns that these paradoxes have come to reinforce.

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Section: Mobility Versus Isolation Of the Individualsupporting

confidence: 81%

Santa or the Grinch: Paradoxes Presented by the Use of Today’s Popular Media

Moellinger

2010

Hum Stud

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“…Isso os direciona para que uma nova informação (reposicionamento) não seja facilmente lembrada ou associada à imagem pré-existente, seja de uma marca forte ou mediana de categorias, tradicional ou nova. Assim, para gerar alguma efetividade de marcas fortes seria necessária maior exposição ao conteúdo para forçar o consumidor à memorização e associação da nova imagem (Akaka & Alden, 2010;Alden et al, 1999;Chesebro & Bertelsen, 1998). As marcas fortes precisam retirar a imagem previamente estabelecida e colocar outra no lugar, o que demanda um trabalho mais longo e, possivelmente, a eliminação de qualquer estímulo que identifique o posicionamento anterior [com o procedimento de esvanecimento fading out (Catania, 1998;Melo et al, 2014)] e a inserção do novo estímulo persuasivo [com o procedimento de esvanecimento fading in (Catania, 1998;Melo et al, 2014)] com maior frequência de exposição.…”

Section: Discussionunclassified

“…Apesar de a imagem da marca ser idiossincrática para cada consumidor, ela pode ter determinados padrões devido às mensagens padronizadas dos transmissores de conteúdo (Akaka & Alden, 2010;Chesebro & Bertelsen, 1998). Como a declaração de posicionamento é geralmente padronizada por fazer parte de uma campanha publicitária (Alden, Steenkamp, & Batra, 1999;Tybout & Sternthal, 2010), é possível ser averiguada nas imagens percebidas pelos consumidores (ex: associar com uma celebridade, associar com a mensagem persuasiva ou atributos específicos dos produtos etc).…”

Section: Introductionunclassified

Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts

Porto

Dias

2018

RECADM

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Good positioning statements have an effect on consumer brand awareness. However, the competitive context formed by the novelty of the category and the brand market structure may hinder the assimilation of positioning and its association with the pre-existing image. This study assesses the effectiveness of positioning statements in the generation of brand awareness, considering its competitive context. Using an experimental design, with a group of control, the exposure of brands and their competitive contexts were manipulated and the positioning statement remained constant for a sample of consumers. The results show the positioning statement had an effect on both assimilation of the message and valence of image association, which adds awareness to the brand, but only for the traditional category. The effectiveness on the message assimilation occurred within the weak brand and within the less known median brand. For the image valence, it occurred only between the weak brand and the strong one from the traditional category. These findings are distinct among consumer segments. The research brings up a classic theme, but presents a new methodological approach to measure the effectiveness of brand positioning. Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive ContextsPalavras-chave: Posicionamento de marca; Imagem de marca; Experimento; Efetividade do posicionamento.Boas declarações de posicionamentos geram efeitos no conhecimento da marca pelos consumidores. Entretanto, o contexto competitivo formado pela novidade da categoria e da estrutura de mercado das marcas podem dificultar a assimilação do posicionamento e sua associação à imagem previamente existente. O estudo avalia a efetividade da declaração do posicionamento na geração do conhecimento da marca, considerando seu contexto competitivo. Utilizando delineamento experimental, com grupo controle, manipulou-se a exposição de marcas e seus contextos competitivos e manteve-se constante a declaração do posicionamento para uma amostra de consumidores. Verificou-se que a declaração do posicionamento gerou efeito tanto na assimilação da mensagem quanto na valência da associação da imagem, agregando ao conhecimento da marca, mas apenas para a categoria tradicional. A efetividade na assimilação da mensagem ocorreu intra a marca fraca e intra a marca mediana, pouco conhecida. Para a valência da imagem, a efetividade ocorreu apenas entre a marca fraca e a forte da categoria tradicional. Esses achados são distintos entre segmentos de consumidores. O trabalho traz à tona um tema clássico, porém apresentando uma nova abordagem metodológica para medir a efetividade do posicionamento da marca.

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“…Morley (1993, pp. 207) and Chesebro and Bertelsen (1996) argue compellingly that technologies influence how audiences use media, and future scholarship ought to pay careful attention to how medium and form interinanimate one another.2o…”

Section: Resultsmentioning

confidence: 99%

“…107-115 Burke's (1973) contention that symbolic forms (satire, parody, and tragedy, for instance) function as equipment for living, as stylistic medicines for confronting the anxieties of social life and for shaping one's sense of self, and the McLuhanite assumption (Chesebro & Bertelsen, 1996;Altheide & Snow, 1991) that different media promote different ways of "seeing" the world. To the extent that a Single medium, such as television, utilizes various forms, such as drama and comedy, it is vital that critics explore the entire range of form-medium combinations and the unique symbolic equipments that each combination affords.…”

Section: Notesmentioning

confidence: 99%