Supplanting critical discourse with mute narratology in Indian commercials: Framing new communications for emerging markets
The objective of the research is to enquire into possible lucrative ways of developing the “political unconscious” (Jameson, 1981) of the bottom of the capital hierarchy matrix for emerging markets (CHEMEM), a model postulated by the authors from the existing theories of Maslow's needs hierarch...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2019-12-01
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| Series: | IIMB Management Review |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S097038961730054X |
| _version_ | 1818926153664036864 |
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| author | Pragyan Rath Apoorva Bharadwaj |
| author_facet | Pragyan Rath Apoorva Bharadwaj |
| author_sort | Pragyan Rath |
| collection | DOAJ |
| description | The objective of the research is to enquire into possible lucrative ways of developing the “political unconscious” (Jameson, 1981) of the bottom of the capital hierarchy matrix for emerging markets (CHEMEM), a model postulated by the authors from the existing theories of Maslow's needs hierarchy (Maslow, 1943), Prahalad & Hart's BoP model (Prahalad & Hart, 2002), and Bourdieu's “forms of capital”(Bourdieu, 1986). We propound an innovative audience profiling of an emerging market such as India for social messaging through the narrative technique of “principle of minimal departure” (Ryan, 1980) as an alternative to the traditionally accepted canon of critical discourse in corporate social communications, targetted at the base of CHEMEM. Keywords: Patriarchy, Advertising, Capital, BoP, Narrative, Emerging market, Girl child, Communication |
| first_indexed | 2024-12-20T02:52:36Z |
| format | Article |
| id | doaj.art-4cdce36ebb2248a08c6ca958baed61bc |
| institution | Directory Open Access Journal |
| issn | 0970-3896 |
| language | English |
| last_indexed | 2024-12-20T02:52:36Z |
| publishDate | 2019-12-01 |
| publisher | Elsevier |
| record_format | Article |
| series | IIMB Management Review |
| spelling | doaj.art-4cdce36ebb2248a08c6ca958baed61bc2022-12-21T19:55:59ZengElsevierIIMB Management Review0970-38962019-12-01314396406Supplanting critical discourse with mute narratology in Indian commercials: Framing new communications for emerging marketsPragyan Rath0Apoorva Bharadwaj1Corresponding author. Contact no: +91-9163989379; Business Ethics and Communication Group, K-401, Indian Institute of Management Calcutta (IIMC), Joka, D. H. Road, Kolkata, West Bengal, IndiaBusiness Ethics and Communication Group, K-401, Indian Institute of Management Calcutta (IIMC), Joka, D. H. Road, Kolkata, West Bengal, IndiaThe objective of the research is to enquire into possible lucrative ways of developing the “political unconscious” (Jameson, 1981) of the bottom of the capital hierarchy matrix for emerging markets (CHEMEM), a model postulated by the authors from the existing theories of Maslow's needs hierarchy (Maslow, 1943), Prahalad & Hart's BoP model (Prahalad & Hart, 2002), and Bourdieu's “forms of capital”(Bourdieu, 1986). We propound an innovative audience profiling of an emerging market such as India for social messaging through the narrative technique of “principle of minimal departure” (Ryan, 1980) as an alternative to the traditionally accepted canon of critical discourse in corporate social communications, targetted at the base of CHEMEM. Keywords: Patriarchy, Advertising, Capital, BoP, Narrative, Emerging market, Girl child, Communicationhttp://www.sciencedirect.com/science/article/pii/S097038961730054X |
| spellingShingle | Pragyan Rath Apoorva Bharadwaj Supplanting critical discourse with mute narratology in Indian commercials: Framing new communications for emerging markets IIMB Management Review |
| title | Supplanting critical discourse with mute narratology in Indian commercials: Framing new communications for emerging markets |
| title_full | Supplanting critical discourse with mute narratology in Indian commercials: Framing new communications for emerging markets |
| title_fullStr | Supplanting critical discourse with mute narratology in Indian commercials: Framing new communications for emerging markets |
| title_full_unstemmed | Supplanting critical discourse with mute narratology in Indian commercials: Framing new communications for emerging markets |
| title_short | Supplanting critical discourse with mute narratology in Indian commercials: Framing new communications for emerging markets |
| title_sort | supplanting critical discourse with mute narratology in indian commercials framing new communications for emerging markets |
| url | http://www.sciencedirect.com/science/article/pii/S097038961730054X |
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