A European Philosophical Psychology of Asian Media Marketing Consumption: From Audience Absorption to Appropriation/ Alienation

Discussing Asian responses to glocal screen branding, the paper considers interpretive approaches to consumption which are informed by hermeneutic phenomenology. The author's Watching Television: Hermeneutics, Reception and Popular Culture (Cambridge, UK & USA: Polity-Blackwell, 1993) was succeeded in 1994 by Craig Thompson et al's astutely titled 'The Spoken and the Unspoken: A Hermeneutic Approach to Understanding the Cultural Viewpoints that underlie Consumers' Expressed Meanings' (Journal of Consumer Research). I draw upon conceptual underwriting of this tradition in subsequent monographs (2004, 2007, 2009) and here, developing research on consumer-citizen responses in the context of Malaysian Chinese, Indian and Malay cross-cultural understanding.

Citation:

Tony Wilson (2011) ,"A European Philosophical Psychology of Asian Media Marketing Consumption: From Audience Absorption to Appropriation/ Alienation", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 526-527.