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.
De Burgh-Woodman, H. & Payne, C. (2012). Consuming the aesthetic of the everyday: A visual analysis of Errol Morris’ “High Life”. In E. Veer, L. Ozanne, & M. N. Duluth (eds.), Asia-Pacific advances in Consumer research, Vol. 9. Association for Consumer Research.