CRI 510 Lecture Notes - Lecture 7: Double Jeopardy, Natural Monopoly, Digital Native
2 Nov 2016
School
Department
Course
Professor
Document Summary
A new qualitative research methodology that adapts ethnographic research techniques to the study of cultures and communities emerging through computer mediated communications. Uses information publicly available in online forums to identify and understand the needs and decision influences of relevant online consumer groups. Sees brands as cultural signifiers and conversation around brands as cultural production. Key to the field of consumer culture theory. Effective because of the voluntary and enthusiastic investments that consumers are already making in engaging in relevant discussion online. Digitization of entertainment products lowers three specific costs of doing business: the cost of selling goods (transaction costs, the cost of buying goods (search costs, the cost of producing and reproducing goods. The reproduction in search costs, specifically, is why anderson thought his long tail theory would make sense; but in reality, digital marketplaces actually concentrate products in the blockbuster head and thin out the long tail. Allows consumers to take an active with similar tastes and ideas.
