Media Consumption in Malaysia: A Hermeneutics of Human Behaviour

ISBN-13: 9781138492295 / Angielski / Miękka / 2018 / 194 str.

Tony Wilson

Opis

This book focuses upon fundamental axioms in audience and consumer, media and marketing studies in the context of Malaysia, a multi-cultural nation with its diversity in culture which proves an intricate culture nuance for the understanding of consumption. It analyses Chinese, Indian, Indigenous, and Malay Malaysian citizen-consumers immersed in their participatory or promotional media. Setting mall and media visiting side by side as metaphor and mirror of each other enables a behavioural analysis, shaped by the philosophical psychology of understanding of Heidegger’s hermeneutics.

Spis treści

Introduction: Why Our (Re)Turn to Hermeneutics? Understanding as Ubiquitous Practice Part I Global Theory: the Practices Perspective on People 1. Audiences Entering Mall and Media: Visitors Projecting Everyday Practices 2. Participatory Practices in Promotional Places: Consumers from Heidegger to Henry Jenkins 3. Video Blogging and Branding on YouTube: Interpreting Ready-to-Hand Understanding Part II A Practices Perspective on Malaysian Consumers 4. Consumers Constructing Marketing Meaning: Generic Practices in Participatory Online Media 5. Consuming Sites: Malaysians Visiting Social Media: Ready-to-Hand Repertoires Presented as Practices 6. Visitors Engaging in Mall Practices: Minimally Monitored Managing Meaning Conclusion: Phenomenology’s Practices Theory: New Hermeneutics/ Old Heidegger?