cultural clout: the role of culture in consumer decision making
DESCRIPTION
Justin Gibbons, creative director at Arena Media, explains that all media have some cultural potency but in a fragmented era of digital over-supply and dumbed-down content, newsbrands are the most compelling in terms of their effect on the culture of the nation.TRANSCRIPT
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Cultural cloutThe role of culture in consumer
decision making
Justin GibbonsCreative Director
Arena Media
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We’ve learnt a lot about decision making
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And we’re still learning
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There is a new layer to consider: the role of culture
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Brands sit at the heart of this new understanding
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Brands exist in the cultural world of the consumer
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What are ‘cultural texts’ ?
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A plethora of academic research demonstrates the role of media context
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Newsbrands are ‘the new cultural intermediaries’
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Media with Cultural Clout support brands’ cultural ideals
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Insert film here
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5 things to think about
• What are the cultural ideals my brand could or should support?
• What stories does my brand have to tell to support these ideals?
• In media, where do these cultural stories exist?
• Which media have the most cultural clout?
• Are there ways of working with Newsbrands to leverage the cultural story?