In this dissertation it is argued that values in relation to action sports can successfully be studied using an applied CA approach. Through detailed transcription of the focus group study using Danish high school students as respondents, it is shown how value utterances do in fact occur in large numbers. The focus group study uses a selection of action sport marketing videos to guide the conversations with minimal moderation. Through the usage of this video material it turns out that the ensuing talk between the respondents holds both value assessments concerning each of the action sport activities as well as simple product assessments relating to the videos themselves. The values that seem to be predominantly expressed include fun, accessibility, social interaction, friendship, recognition, respect, prestige, status, freedom, the enjoyment of life and what is labeled ‘a surf lifestyle’, experiences through fascination and challenge, experience through surrounding culture, nature and aesthetical elements as well as experience through extremeness and tempo. Much is also discovered about the preconceptions and understandings of the respondents in relation to branding, advertisement and viral Internet usage. It is also found that the predominating values indentified in the study influence the assessment of the video marketing products as such. Opening up perspectives and ideas for further research and implementation in a marketing context, this paper suggests that a detailed mapping of this type is needed in relation to each specific target group in order to fully understand the values that need to be addressed. Also, it is argued, this type of research and knowledge can be directly utilized in improving the marketing of action sports and action sport related products such as gear, clothing and accessories.
|Uddannelser||Dansk, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||11 jun. 2008|
- conversation analysis