The Creation and Diffusion of Culture

1. The Creation and Diffusion of Culture Chp.17 with Duane Weaver A look at how our culture creates meanings and how those meanings move through society to consumers.

2. The Movement of Meaning Instruments of Movement: Advertising and Fashion Systems Consumption Rituals Destinations of Movement: Cultural Values and Symbols Consumer Goods Individual Consumer

3. Cultural Selection Culture Production Systems Set of individuals and organizations responsible for creating and marketing a cultural product High Culture and Popular Culture High vs. Low Art, Cultural Formulae, and Aesthetic Market Research Reality Engineering Elements of popular culture are appropriated by marketers and become integrated in strategy Product Placement Obtain exposure for a product by arranging for it to be inserted into some medium (e.g. TV)

4. CATEGORIES Innovators Early Adopters Early Majority Late Majority Laggards Diffusion of Innovations

5. Types of Innovations • Continuous Innovation • A minor modification to an existing product • Evolutionary rather than revolutionary • Dynamically Continuous Innovation • A more pronounced changed to an existing product • Create some behavioural changes • Discontinuous Innovation • Creates major changes in the way we live • Major inventions: car, airplane, personal computer

6. Prerequisites for Successful Adoption compatible with consumer’s lifestyle low in complexity, easiest to understand is chosen Compatibility Trialability Complexity Observability Relative Advantage more likely to adopt if can experiment withit innovations easily observed are more likely tospread should provide a benefit other products cannot offer

7. Acceleration General Acceptance Decline Rise Obsolescence Innovation Introduction stages Acceptance stages Regression stages Fashion Cycle FAD……………….……..FASHION…………………….CLASSIC TREND??

8. Product Meaning Across Cultures Etic - commonalities across cultures vs. Emic – variations within cultures Integrate foreign meanings with local meanings Standardized vs. Localized Strategy Taboos, favorites… Creolization(foreign absorbed and mixed) Cultural Norms Transfer Of Product Meaning Global increase inconsumption homogenizes differences in cultural product preferences Globalized Consumption Ethic Global Citizens and Youth Diffusion of Pop Culture Segments withcommon world view Quick to borrow from othercultures what is admired

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