Lyric Planning: The Marketing Theory of Poetic Moments Planners in the creative industries produce insights in the combined worlds of shared cultural and individual algorithmic consumer connections. The communication concepts that are destined to propagate in this experiential and digital space are meant to change behaviour in
brand contexts. The ability to locate affect switches in order to make behavioural ideas work not least requires an intuitive assemblage of the quality of discontinuous moments in which humans and stuff interact. This research theme builds on the exploration of the construct of lyric planning to access the consumer’s contemporary autopoietic ability to enter and leave social systems at any time, and participate in many different ones without deep mythical or symbolic relationships. The insights of planners to sense the temporary lyrical stances in real and virtual brand experiences requires a presentation of engaged, temporary and situational instants that inspire the creation of great ideas.
The prospective PhD project contributes to the theoretical development of the lyrical qualities of poetics in a post-co-creative digital reality, after the bygone age of marketing rhetoric.
The project is situated across the pragmatic vocational world of digital engagement planning in emerging and established advertising agency and digital consultancy networks, and the cutting edge of performative, poetic and qualitative methodologies in the heretical academic tradition. It is productively embedded in a connected network of reputed academic researchers across the globe.
Given the wider conceptualisation of the project in 2017-2020 and its prospective situated contexts in the coming years, the supervisor is specifically interested in prospective applicants from New Zealand, Australia and Japan.
Candidates interested in the broad theme of lyrical planning are encouraged to confirm their research interests in this theme based on prior Masters research and performative methodologies related to one of the following research areas:
o Poetics
o Digital Humanities
o Art History
o Engagement Planning
o Brand Strategy
o Critical Literary Perspectives on Consumer Culture
More information on the primary
supervisor Dr. Roel Wijland:
http://www.otago.ac.nz/marketing/staff/otago080051.html
https://www.researchgate.net/profile/Roel_Wijland
Funding NotesApplications accepted all year round Scholarship are available on a competitive basis. Without an approved
University of Otago scholarship, it is not possible to explore the possibility of supervision. A copy of the application form and applicant instructions can be found at the following University of Otago webpage:
View Website
References Wijland, R, and Brown, S. (in press) “Quickening Brand Poetics: The Lyric Alternative”. Qualitative Marketing Research
Belk, R., Wijland, R., Mitchell, N., Eagar, T., and Thomas, K. (in press). Thin-slicing Tremé as a Subjective Sashay: Heretical Pilgrimages to St Augustine Church. Consumption Markets & Culture
Brown, S., Maclaren, P., Ponsonby-McCabe S., Stevens, L., Wijland , R. (2017) “Is Sweaty Betty a Hollister Follower? Parsing the Poetics of Branding” Advances in Consumer Research, 45
Wijland, R., (2017) Waste Water Treatment. In Contemporary Consumer Culture Theory, Sherry, J. F.; Fischer, E. M., Eds. Routledge: New York, 2017; pp 294-295.
Wijland, R. and Brown, S. (2016) ,"The Style Is the Brand: the Poetic Choreography of Idea Behaviour", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, 359-363.
Wijland, R. (2015) ,"Bad Blood and Tender Nomadics: The Returns of Poetic Brutality", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, 433-437.
Brown, S., & Wijland, R. (2015). Profit from poetry: Bards, brands, and burnished bottom lines. Business Horizons, 58(5), 551-561.
Wijland, R. (2014) ,"In Brutal Times", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, 758-758.
Wijland, R., & Gnoth, J. (2012). Advances in lyrical consumer research: Collaborative circles and paradessential poetics. European Advances in Consumer Research, 9, 275-282.
Wijland, R. & Sherry, J.F. (eds.) (2012). Clarence Clobbers Tenderly, St Bathans: University of St Bathans Press.
Wijland, R. (2011). Anchors, mermaids, shower-curtain seaweeds and fish-shaped fish: The texture of poetic agency. Marketing Theory, 11(2), 127-141.
Wijland, R., Sherry Jr. J.F. & Schouten, J.W. (eds.) (2010). Canaries Coalmines Thunderstones, St Bathans, New Zealand: University of St Bathans Press.
Wijland, R. & Fell, C. (2009). Critical Brand Poetics: from the M at the End of the Earth. Journal of Marketing Management, 25 (7-8), 745-761.
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