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Academic Persona
1. A Hollowed-out corporation: Nike is all design with out-sourced manufacturing
Bio
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
Macey's 1908 Window
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
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
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
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
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
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
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.
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
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
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