For the Culture by Marcus Collins

Author:Marcus Collins [Collins, Marcus]
Language: eng
Format: epub
Publisher: PublicAffairs
Published: 2023-05-02T00:00:00+00:00

MECHANISM #1—RESPONDING

The responding mechanism is the way by which members of a community participate in the processes of evaluation and legitimation. And the language choice of community members—explicit or implicit—informs how meaning is made and attitudes are shaped about a brand or entity. Of the Reddit conversations that I studied, 41.5 percent of the mentions were statements of implicit judgment, meaning people gave their opinion about the brand or branded product by mentioning it in the context of a lyric, person, event, or perhaps even another brand. Here’s an example about the online video game Fortnite:

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