Abstract:
This paper demonstrates that harmonisation is no longer valid given the fragmentation and subsequent reconstruction of conventional media around a new media hub, the Internet. It argues that harmonisation is a modernist concept fumbling around in a postmodernist world. It describes how conventional media are collapsing into this single digital media hub attached to which are an infinite number of nodes. This paper also puts forward the notion that these nodes are in fact media pathways travelled by members of an indefinite number of âbrand tribesâ. Each of these is guided by the values that their brands symbolise. A brand can be any respected or valued item such as membership of a great city as well as a group with a common occupation. The writer proposes that these brand tribes assume a major role in redefining who we are as individuals. If this is so, then it follows that relevant media will soon be defined by the brand rather than a brand being defined by particular media.
This could also be of interest:
Research Papers
Why customers are loyal
Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Authors: Katarzyna Polok, Dobromir Cias, Tomasz Opalski
 
March 26, 2012
Videos
Stronger together: Why associations and association membership make sense in a post COVID-19 world
Catalogue: Insights Festival 2020
Authors: Hana Huntova, Jonathan Lai, Kim Smouter-Umans, Melanie Courtright, Laurence Miklichansky, Maurice Ndiaye
 
September 15, 2020
Research Papers
Why diverse U.S. cable audiences are leading the way in the postmodern age
Catalogue: ESOMAR/ARF WAM Conference 2003: Television
Author: Willis G. Smith
 
June 17, 2003
