Symbolic consumption

Symbolic consumption

1. meaning

   • understand, control, analyse, interpret
   • driver of strategy
   • meaning transferred
     • rituals

2. semiotics

   • understand meaning/ rs. bet. obj. and symbols/rights
   • how meaning is created, transmitted, various situations
   • systems of signs
     • images, gestures, musical signs
   • principals
     • expressive plan (signifier)
       • eg. logo, visual identity
       • structure
       • colour
       • form
     • content plan (signified)
       • core values, mission, know-how
       • eg. competency, high quality service, creativity
     • meaning only exists through DIFFERENTIAL processes; contrasting
       • apple
         • initial startup - expressive plan similar to IBM (disjointed, straight) but with deliberate opposite colours (colourful, curvy lines, no repetition)
         • content plan - creativity, freedom
         • limitation
           • closed system
     • google
       • power of difference; content plan - creative, operating system - open sourced, android, reversing narrative plan (contrasting with apple), honesty
   • role in interpretation of meaning
   • symbols
     • not a NATURAL sign, nth to do with culture

3. functional, experiential, identity, meaning exists within a system

4. categories

   • time
   • space
   • nature
   • person