Please use this identifier to cite or link to this item: https://hdl.handle.net/1822/37994

TitleThe paradoxical empowerment of consumer-citizens through advertising
Author(s)Melo, Ana Duarte
KeywordsEmpowerment
Participation
Advertising
Citizenship
Issue dateJun-2015
PublisherUniversidade do Minho. Centro de Estudos de Comunicação e Sociedade (CECS)
Abstract(s)As the use of new media and the new uses of traditional media evolve in the contemporary everyday life, appeals to consumer participation in advertising appear to have seized the communication process of brands and organisations, thus evoking an empowering trend and suggesting, at least at the discourse level, a transfer of power from corporations to consumers and citizens. This paper discusses the concept of empowerment through the participations of consumer-citizens in and through advertising, reflects critically on the nature, meaning and impact of this empowerment, arguing that it involves paradoxical processes and results and concludes by suggesting media literacy approaches to promote communicational power balance and sustainability.
TypeBook part
URIhttps://hdl.handle.net/1822/37994
ISBN978-989-8600-36-3
978-989-8600-39-4
Publisher versionhttp://lasics.uminho.pt/ojs/index.php/cecs_ebooks/article/view/2079
AccessOpen access
Appears in Collections:CECS - Livros e capítulo de livros / Books and book chapters

Files in This Item:
File Description SizeFormat 
AM_organisational_strategic_communication_2.pdfCapítulo de livro120,99 kBAdobe PDFView/Open

Partilhe no FacebookPartilhe no TwitterPartilhe no DeliciousPartilhe no LinkedInPartilhe no DiggAdicionar ao Google BookmarksPartilhe no MySpacePartilhe no Orkut
Exporte no formato BibTex mendeley Exporte no formato Endnote Adicione ao seu ORCID