BOOKS AS A PART OF CONSUMER CULTURE
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
Reading is an important cultural, social and intellectual activity: it is a self-regulated behaviour carried out by the reader who is also a part of a social system. Reading itself, as well as its performance, is both a processual and a culturally-constructed phenomenon. Reading has become a natural cultural activity, as we read virtually anywhere. Reading has become a complementary activity, filling spare time. Accordingly, the content read has been adapted to the new function of reading. An ever increasing portion of the literary market is occupied by products that do not even pretend to offer any value to the reader any longer. Reduction of the recipient to a consumer is accompanied by the resignation on the perception of complex structures and configurations, the stagnation of the synthetic and analytic abilities, as well as the atrophy of the sense for aesthetic values.
Authors and Affiliations
Zuzana Slušná
VALUE ORIENTATION OF ADOLESCENTS IN DIGITAL AGE
This paper intends to compare structures of preferred values between adolescents, focusing on year 2011 and year 2015. The research sample composed of Slovak adolescents (N=418). In order to record value preference struc...
NOSTALGIA MARKETING IN CURRENT SOCIOCULTURAL CONDITIONS
For quite some time, consumers have been exposed to grocery products (among others) which – in their packaging and overall visual – evoke memories from the past. These are representations of nostalgic marketing and retro...
VALUE PERCEPTION OF OUTDOOR BRANDS IN THE CZECH REPUBLIC
Paper is focused on value, which is perceived by customer in segment of outdoor clothes in Czech Republic. Possibility of increasing perception of brand value by customer is main topic of the paper. According to our find...
ONLINE AND OFFLINE COMMUNICATION TOOLS IN SELECTED SLOVAK ENERGY ENTERPRISES
The aim of the paper is to characterize six selected enterprises and to analyse in particular the use of marketing communication tools in online and offline environment. The paper describes the use of online and offline...
ETHICAL PROBLEMS OF SLOVAK NEWSCAST. BRANDING SME AND MY TÝŽDEŇ NA POHRONÍ FROM THE ETHICAL POINT OF VIEW
For many decades, ethics in media environment presents a central theme for scientific publications that are dealing with various fields of media communication. The development and the change evolving recently, influenced...