Decoding Western Festive Season Symbols and Rituals in Marketing Messages: A Bottom of the Pyramid Consumer Study in South Africa.
This study explored the communication of marketing messages containing traditional, Western festive season symbols and rituals. Specifically, the research sought to understand the decoding of such messages portraying festive season symbols (like Santa Claus and Christmas trees) and rituals, by Afroc...
| Publicado en: | Communicatio: South African Journal for Communication Theory & Research Vol. 46; no. 1; pp. 61 - 87 |
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| Autores principales: | , , |
| Formato: | Artículo |
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Taylor & Francis Ltd
Mar2020
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=143395066&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 143395066 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 02500167 QR5 jtl: Communicatio: South African Journal for Communication Theory & Research issn: 02500167 maglogo: Y pubinfo: dt: Mar2020 vid: 46 iid: 1 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 143395066 10.1080/02500167.2020.1749101 ppf: 61 ppct: 26 formats: tig: atl: Decoding Western Festive Season Symbols and Rituals in Marketing Messages: A Bottom of the Pyramid Consumer Study in South Africa. aug: au: Lappeman, James Zornitta, Chloë Mowzer, Zeenat affil: University of Cape Town, South Africa su: Decoding algorithms Rites & ceremonies Signs & symbols Afrocentrism South Africa sug: subj: South Africa Decoding algorithms Rites & ceremonies Signs & symbols Afrocentrism keyword: bottom of the pyramid communication consumer behaviour festive season message decoding ab: This study explored the communication of marketing messages containing traditional, Western festive season symbols and rituals. Specifically, the research sought to understand the decoding of such messages portraying festive season symbols (like Santa Claus and Christmas trees) and rituals, by Afrocentric bottom of the pyramid (BOP) consumers. This qualitative study involved interviews with thirty-one participants in two metropolitan areas in South Africa. The study used a combination of semi-structured interview questions and treatments of two South African television advertisements and two newspaper advertisements depicting Western festive season symbols and rituals. The study revealed a broadly positive sentiment towards the festive season, where festive season activities allow participants to implement their Afrocentric cultural values of unity and collective responsibility. Findings also show that Afrocentric cultural values do affect the decoding of these marketing messages. There was also a variety of responses to marketing messages displaying the symbols of Christmas trees and Santa Claus, which were not common in BOP consumer households. The key recommendation highlighted by this study is that marketing messages communicated to South African BOP consumers should also consider Afrocentric values of unity and collective responsibility. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y dt: @attributes: year: 2020 holdings: @attributes: islocal: N |
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