Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/869
Title: Supplanting critical discourse with mute narratology in Indian commercials: Framing new communications for emerging markets: Supplanting critical discourse with mute narratology in commercials
Authors: Rath, Pragyan
Bharadwaj, Apoorva
Keywords: Advertising
BoP
Capital
Communication
Emerging market
Girl child
Narrative
Patriarchy
Issue Date: 2019
Publisher: SCOPUS
IIMB Management Review
Elsevier Ltd
Series/Report no.: 31(4)
Abstract: 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.
Description: Rath, Pragyan, Business Ethics and Communication Group, K-401, Indian Institute of Management Calcutta (IIMC), Joka, D. H. Road, Kolkata, West Bengal, India; Bharadwaj, Apoorva, Business Ethics and Communication Group, K-401, Indian Institute of Management Calcutta (IIMC), Joka, D. H. Road, Kolkata, West Bengal, India
ISSN/ISBN - 09703896
pp.396-406
DOI - 10.1016/j.iimb.2019.07.018
URI: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85077702008&doi=10.1016%2fj.iimb.2019.07.018&partnerID=40&md5=b9a5dcb847919291c37f76a0acce2669
https://ir.iimcal.ac.in:8443/jspui/handle/123456789/869
Appears in Collections:Business Ethics and Communication Group

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