Suggesting new communication tactics using digital media to optimise postmodern traits in marketing
| Autor: | Amaleya Goneos-Malka, Anske F. Grobler, Arien Strasheim |
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| Rok vydání: | 2013 |
| Předmět: | |
| Zdroj: | Communicatio. 39:122-143 |
| ISSN: | 1753-5379 0250-0167 |
| DOI: | 10.1080/02500167.2013.757248 |
| Popis: | In a postmodern society, technological advances have had a considerable impact on the development of media, most notably digital media. The unique properties and interactive capabilities of digital media have altered the dynamics of communication and have given rise to new applications that were not previously possible. This article considers the transitions from modern to postmodern marketing. The main purpose is to reflect on the effects of the characteristics of postmodernism as outcomes of a postmodern society, in the context of marketing and marketing communication, with specific emphasis on the use of digital media. This conceptual article, based on a review of the postmodern literature, argues that characteristics of postmodernism are evident in society and that they create new opportunities for marketers. This requires innovation in communication strategies. The marketing literature reveals that the most relevant characteristics of postmodernism are fragmentation, de-differentiation, hype... |
| Databáze: | OpenAIRE |
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