Departmental Papers (ASC)

Document Type

Journal Article

Date of this Version

1-2005

Publication Source

Annals of the American Academy of Political and Social Science

Volume

597

Issue

1

Start Page

103

Last Page

121

DOI

10.1177/0002716204270469

Abstract

This study melds "contextualist" and "resource dependence" perspectives from industrial sociology to explore the implications that audience construction by marketing and media firms hold for the core assumptions that are shaping the emerging media system of the twenty-first century. Marketers, media, and the commercial research firms that work with them are constructing contemporary U.S. audiences as frenetic, self-concerned, attention-challenged, and willing to allow advertisers to track them in response to being rewarded or treated as special. This perspective, a response to challenges and opportunities they perceive from new digital interactive technologies, both leads to and provides rationalizations for a surveillance-based customization approach to the production of culture.

Keywords

marketing, advertising, mass media, production of culture, mass communication, Internet, surveillance

 

Date Posted: 12 June 2015

This document has been peer reviewed.