Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/4808
Title: Essays on the dynamics of linguistic marketplaces
Authors: Sinde, Saurabh
Jaikumar, Saravana (Supervisor)
Rakshit, Krishanu (Supervisor)
Keywords: Marketing
General management
Management of marketing
Marketing services
Marketing goods
Cultural marketing
Issue Date: 2023
Publisher: Indian Institute of Management Calcutta
Abstract: In three interrelated essays, this thesis looks at some of the dynamics of content creation and consumption in the linguistic marketplaces of digital journalistic content. It starts by conceptualizing news as digital objects and then focuses on their distinctive role in content creation and consumption dynamics in each essay. To use the analogy from literature, the first essay foregrounds ‘the text,’ the second on ‘the author,’ and the third on ‘the reader.’ The first essay looks at digital news objects as a type of epistemic consumption object. It explains how vernacular content creators use various narrative techniques to create a multitude of news objects. Using Bourdieu’s theory, it proposes that attention economy logic supports the expression of their vernacular habitus, and the objects become carriers of the linguistic-cultural capitals. The second essay takes an intraprofessional view of the journalism field. It delineates the various boundary work practices digital and mainstream journalists engage in. Here, consistent with the paradoxical view, I find that the boundary work between the two groups is contingent, each trying to keep their epistemic authority over content creation. The resultant practices are both collaborative and competitive, utilizing digital news as boundary objects. The third essay concentrates on text-paratext interactions, where the author presents the text (YouTube video) to readers, and their response in the paratext (‘comments’ section) affects subsequent videos. Using Lyotard’s utterances and language games, I propose that the journalist’s ‘epistemic authority’ is an ongoing paralogical process that involves seven phases of the text-paratext or reader-author negotiation resulting in the episodic co-creation of the text.
Description: Call No: 658.8 SHI
Accession No. TH283
Physical Description: 257p. : ill. ; 30cm.
Subject Area/Academic Groups: Marketing
Chairperson, DPR: Ramendra Singh
Members of the Committee: Saravana Jaikumar, Krishanu Rakshit, Nandita Roy, Olga Kravets, Himadri Roy Chaudhuri
URI: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/4808
Appears in Collections:Marketing

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