消费者文化创作和扩散.pptVIP

Chapter 17 The Creation and Diffusion of Consumer Culture Culture Production Process Cultural Production Systems The set of individuals and organizations responsible for creating and marketing a cultural product is a Cultural Production System (CPS). It consists of: Creative Subsystem - responsible for generating new symbols and/or products. Managerial Subsystem - responsible for selecting, making tangible, mass producing, and managing the distribution of new symbols and/or products. Communications Subsystem - responsible for giving meaning to the new product and communicating these symbolic attributes to the consumer. High Culture and PopularCulture Culture Production Systems create many diverse kinds of products, such as Arts and Crafts: An Art Product is viewed primarily as an object of aesthetic contemplation without any functional value. A Craft Product is admired because of the beauty with which it performs some function. Mass culture churns out products specifically for a mass market and many follow a Cultural Formula where certain roles and props occur consistently such as in detective or romance novels. Reality Engineering Diffusion of Innovations Adopter Categories Innovators - 2.5% of the population, the first to buy, will buy novel products. Early Adopters - 13.5 % of the population, share many characteristics with the Innovators, but they have a higher degree or concern for social acceptance. Early and Late Majority - 68% of the population, mainstream public, interested in new things, but not too new. Laggards - 16% of the population, the last to adopt a product. Types of Innovations Behavioral Demands of Innovations Prerequisites for Successful Adoption The Fashion System Behavioral Science Perspectiveon Fashion Fashion Life-Cycle Cycles of Fashion Adoption Introduction Stages Product is used by a small number of Innovators. Acceptance Stages Product enjoys increased social visibility and acceptance by large segments of the population. A Classic