Abstract

Co-constructed meaning between marketer and consumer is a key dimension of convergent (Jenkins 2006) media. Using “Miller’s High Life” ads (1999-2005) we discuss how content convergence prompts different co-constructed meanings among consumer segments, how “mundane art” is produced and how the marketer/consumer relationship is transformed into a filmmaker/viewer-consumer one. From an interdisciplinary perspective, we discuss the implications of this transformed relationship for marketing.

Keywords

Published in Full

Comments

Further information about this conference may be accessed here

Asia Pacific advances in consumer research may be accessed from the National Library of Australia here

The Author:

Ms Hélène de Burgh-Woodman

Download

Included in

Business Commons

Share

COinS