cultural clout: the role of culture in consumer decision making
DESCRIPTION
Justin Gibbons, creative director at Arena Media, explains that all media have some cultural potency but in a fragmented era of digital over-supply and dumbed-down content, newsbrands are the most compelling in terms of their effect on the culture of the nation.TRANSCRIPT
Cultural cloutThe role of culture in consumer
decision making
Justin GibbonsCreative Director
Arena Media
We’ve learnt a lot about decision making
And we’re still learning
There is a new layer to consider: the role of culture
Brands sit at the heart of this new understanding
Brands exist in the cultural world of the consumer
What are ‘cultural texts’ ?
A plethora of academic research demonstrates the role of media context
Newsbrands are ‘the new cultural intermediaries’
Media with Cultural Clout support brands’ cultural ideals
Insert film here
5 things to think about
• What are the cultural ideals my brand could or should support?
• What stories does my brand have to tell to support these ideals?
• In media, where do these cultural stories exist?
• Which media have the most cultural clout?
• Are there ways of working with Newsbrands to leverage the cultural story?