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Promotional Culture and the New Persona:

Academic Persona

Comparative Persona

Industrial Agency

Privlic

1. A Hollowed-out corporation: Nike is all design with out-sourced manufacturing

Bio

How Advertising’s history relates to Contemporary (online) public identity and subjectivity

by P David Marshall, Professor and Personal Chair in New Media, Communication and Cultural Studies, Deakin University, Melbourne Australia

Thank you for listening.

And thank you FIMS for hosting me!

Feel free to contact me with follow-up questions

Twitter: @dmarshallmc

Email: david.marshall@deakin.edu.au

This Prezi is public at: https://prezi.com/jalriu7r1qed/?utm_campaign=share&utm_medium=copy&rc=ex0share

Case history 6: Self-Branding

Case History 5: The Department Store

Marilyn Monroe

Macey's 1908 Window

Models of the public self

Introduction

The 20th century development of Celebrity culture

The sensorium of consumer connection from the 19th century - another feature of the possible future

The idealized marketing of the public self: the perfume industry

Charlize Theron for J'Adore by Dior

Guiding Hypothesis: Our current subjectivity is built from elements of promotional culture

Bon Marche 1929

The Pandemic self-branding of contemporary culture

The transformation of private places into public spaces - for private promotion and consumption

Our formations of identity - collective to the individual and their negotiating relationship - has been built in a major way through the privileged discourse of advertising and its form of projection of identity

The expanding portfolio job culture normalized by online culture

Masonville 2017

To explore these origins... I will

The insights from our historical promotional culture research and writing for the present moment

Where do these ideas emerge?

My own research specifically on

(online) Persona Studies

Step 1: Go through our case histories and demonstrate the formations of individual and collective identity that emerged over the last 150 years in promotional culture

a model for the online privlic culture: the ease in movement in a private space for public-like purposes: Facebook

1. the enduring promise of transformation- the endless possibility/pathway to the future: advertising and promotion are all about identity formation and future identity formation

And....

A developing industrial agency that has become endemic to our understanding of value and work in the contemporary moment

The research and writing

of Advertising and Promotional Culture: Case Histories (Palgrave Macmillan, early 2018) with my co-author Joanne Morreale

Professional Persona

2. Tribalism/market segmentation helps produce a collective identity

“Kommodifizierung von Celebrity: Industrialisierte Agency und ihr Wert in der gegenwärtigen Aufmerksamkeitsökonomie”

“Commodifying the Celebrity Self: The Peculiar Emergence, Formation and Value of ‘Industrialized’ Agency in the Contemporary Attention Economy”. Zeitschrift für Medienwissenschaft (ZfM). No. 16 April 2017 online: http://www.zfmedienwissenschaft.de/heft/text/kommodifizierung-von-celebrity

3. Participatory Engagement - prosumption

Step 2: Map these into the contemporary formations of public identity (persona) and its interplay with a shifted collective and individualized subjectivity

Transformed Political Persona: Persona Studies Vol 2:2 November 2016. Online: https://ojs.deakin.edu.au/index.php/ps/issue/view/98

My Academic Persona publications

Academic Persona: The construction of Online reputation in the modern academy in Lupton, Mewburn and Thomson (eds.) The Digital Academic (Routledge,2017) with Chris Moore and Kim Barbour

Exposure: The Public Self Explored in Marshall and Redmond (eds.) A Companion to Celebrity. Boston: Wiley. (November 2015) pp. 497-517.

Situating public intellectuals [online]. Media International Australia, Incorporating Culture & Policy, No. 156, Aug 2015: 69-78. Availability: http://search.informit.com.au/documentSummary;dn=463797418003587;res=IELLCC ISSN: 1329-878X. (with Cassandra Atherton).

Understanding the emerging contemporary public intellectual: Online academic persona and the conversation [online]. Media International Australia, Incorporating Culture & Policy, No. 156, Aug 2015: 123-132. Availability: http://search.informit.com.au/documentSummary;dn=464412306055108;res=IELLCC ISSN: 1329-878X.

The Academic Online: Constructing Persona through the World Wide Web. First Monday. 17:9, 3 September, 2012 available at: http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/viewArticle/3969/3292 (with Kim Barbour).

4. the blurring of forms in the attention economy - news/entertainment/advertising

Case History 4: Countercultural interplay

Conclusion

Case History: 19th Century Patent Medicines

The formation of political and cultural differentiation through brands

" the therapeutic ethos" (Lears)

Our Advertising and Promotional Culture for the last 150 years has helped produce the patterns of identity - both individual and collective

the birth of the modern discourse of promotion

Transforming the self in the breakdown of past community structures

the model

4A: Volkswagen: Think Small

4C: Dove

4B IKEA

It has been instrumental in developing what we understand as our attention economy - or perhaps inattention economy

A fascinating transformation of the Nazi car into the Creative Revolution for Advertising, and...

A blend of social action(Swedish design) and what has emerged as precursor to online prosumption

The beauty campaign: constructing a market segment through a politico-cultural agenda - the appropriation of activism and consumer activism into promotional culture

A structure of advertising culture producing products that affectively play into a sense of alternative thinking in the 1960s

Photoshopped model

Transformed into the self-help industry of the 20th Century - see Mickie McGee (2005)

A pattern of new politics in the sharing economy of online culture - alliances of #hashtags

An investment in the sense of self-making through produced and highly structured products

A sense of belonging to a different way of living

The creation of market segments

The effect? Public comportment of the self - resembling the formation of style and identity through consumer culture - has become pandemic - a complex mediatized melange of sign-systems

Case 4D: Obama 2008 Yes We Can

Engaged politics: MyObama

Organised to share content among those who are part of the social network

Will.I.Am YouTube video 2016

Political advertising curating a sharing culture of endorsement and belonging

Politics reforms into a new tribalism

The contemporary connection: Pathway to the promotional structure of Influencers - and put into a structure of expressing that achievement to others - monetization - the chasm of collective configurations filled with... a new version of individuality

which has led to newer and more echo-chamber politico-cultural divisions by 2016

The second effect? An instability in collective identity formations - reflected in both the retro tribalism of our current politics and a shiftless quality to the contemporary moment that may challenge many of our conventions of what constitutes a legitimate collective identity.

Case History 3: Nike and Globalization - the transformation of collective formations

Case History 2 - Cereal and Children: The Ambient Advertising Effect

Vietnamese contractors: 42%

PoP advertising

1909

Promotion is blended with formations of entertainment - box tops to Colouring books - Funny Jungleland 2.5 million sold/distributed 1909-1912

Chinese 30%

Indonesia 26%

1913

2. A global strategy - of brand belonging through 'tribal' patterns based on excellence in sport

Package design

Appeal to modernity/efficiency through the safe, nutritious way to have breakfast -children feed themselves -- on to entertain themselves through these channels

Companies in 26 countries make apparel

3. A Related structure of individualizing this drive to personally excel - what we call emulative belonging

Entertainment-centric

Made-for-children entertainment/food/sugar

By the 1950s - the complete blend of entertainment, childhood and cereal products - Saturday morning television, cartoon characters and the emergence of the first generation of "cute" culture

Nike Case History: Its Relation to the Contemporary and online culture

And its legacy for online culture

The patterns of connection work transnationally around desires and produce new collectives

1. A comfortability with the blurring of entertainment and promotion - pedagogically driven

Sugar Bear, Cap-n Crunch, Snap, Crackle and Pop - all have predecessors in the fully sponsored radio programs emerging in 1923: Skippy Secret Service Society

1. A personalized will to connect to collective patterns - following/friends/sharing - and a shared model of public comportment

2. A Confusion of sources and information in the ambient structure of continuous promotion and self-promotion

2. an interesting deterritorialization of bonding - what globalized companies produce in brand-aligned consumers

it is a company that has globalized through mediatization of its sponsorship of sport and sets up new patterns of collective affective bonding

3. the pathway to change and the acceptance of branding: through children - the form of contemporary online pedagogy

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