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Lost In Digitization: Physical Products Are Vessels For Social Meaning, Oden H. Groth
Lost In Digitization: Physical Products Are Vessels For Social Meaning, Oden H. Groth
Dissertations, Theses, and Capstone Projects
The explosion in digitization means that consumers increasingly have the opportunity to choose between digital and physical versions of products — for example, between an eBook and a paperback book. However, despite the popularity of digital objects, many people nonetheless prefer physical equivalents. This dissertation explores one reason why this may be the case; namely, that physical versions of objects and products are better vessels for social meaning. In chapter 1, explore the specialness of physical objects, and posit that materiality is critical for holding and embodying significance. In chapter 2, I investigate the effects of product format on perceptions …
Reshaping The Event Horizon‑ Marketing Utopia At Music Festivals, Justin D. Joffe
Reshaping The Event Horizon‑ Marketing Utopia At Music Festivals, Justin D. Joffe
Capstones
Imagine a world where every leisure activity is tracked, recorded, and then analyzed as market research according to your age and gender demographic. Imagine the next phase after smartphone payments, when a chip linking your finances isn’t in your phone, but on your wrist. Imagine a vast field of fellow fun-‐seekers, eating, drinking and dancing in hedonistic, chemically enhanced utopia. Such a scene certainly requires some open-‐ mindedness and improvisation, sure, a willingness to submit oneself to a vulnerable environment of whimsy. Now imagine being subtly exposed to advertisements in such a mindset. It’s no Orwellian controlled dystopia, really. You’ve …