Why Media Matter: Toward a Richer Understanding of Consumers' Relationships with Advertising and Mass Media

We propose that consumers' relationships to nonadvertising forms of mass media are an essential aspect of the perceived meanings they derive from advertisements. After presenting a multidisciplinary theoretical framework, we discuss the results of an in-depth grounded theory investigation that...

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Bibliographic Details
Published in:Journal of advertising 1997-03, Vol.26 (1), p.43-60
Main Authors: Hirschman, Elizabeth C., Thompson, Craig J.
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Advertising research
Analysis
Audiences
Celebrities
Communications industry
Consumer advertising
Consumer attitudes
Consumer research
Consumers
Consumption
Culture
Customer relations
Graphics
Ideology
Mass media
Men
Movies
Packaged goods
Perceptions
Soap operas
Studies
Television advertising
Television programming
Television programs
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Summary:We propose that consumers' relationships to nonadvertising forms of mass media are an essential aspect of the perceived meanings they derive from advertisements. After presenting a multidisciplinary theoretical framework, we discuss the results of an in-depth grounded theory investigation that identifies three key interpretive relationships between consumers and mass media vehicles.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.1997.10673517