This project aims to explore Tryvertising on social media, through a hermeneutical analysis of consumer empowerment. To map the concepts, Bauman‟s perspective on „consumers‟ and Carpentier‟s overview of participation are used. The marketing platform is discussed through the theoretical lenses from Wright and Mangold & Faulds. Tryvertising analysis is accomplished through the interweaving of Fuchs‟ Marxist perspective on consumers contrasting with Jenkins‟ more positive view of consumer culture. The project concludes that online tryvertising is mostly a form of „controlled‟ consumer empowerment, although the actual level of power varies depending on the type of tryvertising, the platform used, the user‟s knowledge and others. As such, the empowerment can be seen as shifting between varying degrees of „controlled‟ to „un-regulated‟ power dialectics between users-platform-marketers.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||16 jun. 2015|
- contolled empowerment
- social media