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Brands as Memes (The same thing we do every night - Try to take over the Discourse:)

Brands as Memes (The same thing we do every night - Try to take over the Discourse:)

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Published by Chris Cox
Chris Cox Honours thesis.

IF YOU LIKE THIS add me at twitter.com/ChrisCox007

Abstract:


This paper argues that peoples’ lives and experiences are socially constructed, and that social constructs are linguistic-social constructs; as such brands are cultural-linguistic constructs (memes) whose goal is to dominate the discourses within which they are involved. The importance of that is that they cannot act as objects communicating outwards, but as evolving self-designed mental entities designed to prosper in a specific environment (just as their physical counterparts would). The world of human social interaction and social hierarchy are ones embedded in language; humans (and now brands) make use of sophisticated ‘technologies of the self’ in order to control the ways in which they interact and are perceived to be interacting in this milieu; brands as memes however require human hosts and must ensure that they understand the various factors and resulting techniques that will best enable them to survive and replicate.


As a result this paper argues from the basis of myriad social science sources that brands stand to benefit by reframing their understanding of reality accordingly. First brands must ensure that they not only have deep and authentic identities that (at least purport to) extend well beyond profit-making, but that they must also engineer interaction with audiences that drives audiences ever-deeper into the reality of the brand, all the while their communication, especially all of those factors that register below the level of conscious perception but nonetheless shift people’s perceptions of an interaction, must communicate this identity authentically. Second, brands stand to benefit by engaging critically in audience-communication, understanding first and foremost the intrinsic sense-making mechanisms of individuals and the rules that govern social interactions in deeming actions ‘appropriate’ or ‘inappropriate’ and assigning value, and the techniques to leverage these. Third, brands can benefit by realising how they can achieve the dominance and control of a discourse, by understanding how to select and nurture niche markets into the mainstream, by controlling the shared understanding and experience of the discourse by all parties involved, by making use of specific techniques in regulating, equalising and even creating power relations, by making use of specific techniques in order to achieve ascendancy over competitors, and finally by engineering and subverting discourses around a brand.
Chris Cox Honours thesis.

IF YOU LIKE THIS add me at twitter.com/ChrisCox007

Abstract:


This paper argues that peoples’ lives and experiences are socially constructed, and that social constructs are linguistic-social constructs; as such brands are cultural-linguistic constructs (memes) whose goal is to dominate the discourses within which they are involved. The importance of that is that they cannot act as objects communicating outwards, but as evolving self-designed mental entities designed to prosper in a specific environment (just as their physical counterparts would). The world of human social interaction and social hierarchy are ones embedded in language; humans (and now brands) make use of sophisticated ‘technologies of the self’ in order to control the ways in which they interact and are perceived to be interacting in this milieu; brands as memes however require human hosts and must ensure that they understand the various factors and resulting techniques that will best enable them to survive and replicate.


As a result this paper argues from the basis of myriad social science sources that brands stand to benefit by reframing their understanding of reality accordingly. First brands must ensure that they not only have deep and authentic identities that (at least purport to) extend well beyond profit-making, but that they must also engineer interaction with audiences that drives audiences ever-deeper into the reality of the brand, all the while their communication, especially all of those factors that register below the level of conscious perception but nonetheless shift people’s perceptions of an interaction, must communicate this identity authentically. Second, brands stand to benefit by engaging critically in audience-communication, understanding first and foremost the intrinsic sense-making mechanisms of individuals and the rules that govern social interactions in deeming actions ‘appropriate’ or ‘inappropriate’ and assigning value, and the techniques to leverage these. Third, brands can benefit by realising how they can achieve the dominance and control of a discourse, by understanding how to select and nurture niche markets into the mainstream, by controlling the shared understanding and experience of the discourse by all parties involved, by making use of specific techniques in regulating, equalising and even creating power relations, by making use of specific techniques in order to achieve ascendancy over competitors, and finally by engineering and subverting discourses around a brand.

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Published by: Chris Cox on Oct 20, 2007
Copyright:Attribution Non-commercial

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11/02/2012

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- 1 -
 
 The same thing we do every night –  Try and take over the Discourse:
Brands as Memes 
 By Chris Cox
- 2 -
 
Declaration of plagiarism
I, _________________________, hereby declare that:
I understand what plagiarism entails and am aware of the university’s policy in thisregard.
I declare that this final research script is my own, original work. Where someone else’swork was used [whether from printed source, the internet or any other source] dueacknowledgement was given and reference was made according to departmentalrequirements.
I did not make use of another learner’s previous work and submit it as my own.
I did not allow and will not allow anyone to copy my work with the intention of  presenting it as his/her own work.SignatureDate ______________________/____/___- 3 -

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