Comparative Analysis of Text Data in Successful Face-to-Face and Electronic Negotiations

Various combination of Natural Language Processing and Machine Learning methods offer ample opportunities wherever texts are an important element of an application or a research area. Such methods discover patterns and regularities in the data, seek generalization and in effect learn new knowledge. We have employed such methods in learning from a large amount of textual data. Our application is electronic negotiations. The genre of texts found in electronic negotiations may seem limited. It is an important research question whether our methods and findings apply equally well to texts that come from face-to-face negotiations. In order to confirm such more general applicability, we have analyzed comparable collections of texts from electronic and face-to-face negotiations. We present our findings on the extent of similarity between these two related but distinct genres. In this study we have analyzed similarities in the text data of electronic and face-to-face negotiations. The results show that – in certain conditions – vocabulary richness, language complexity and text predictability are similar.This is an expanded version of a paper published in the Proceedings of FINEXIN 2005 (Workshop on the Analysis of Formal and Informal Information Exchange during Negotiations), 31–42, Ottawa, Canada, May 2005.     

Deconstructing the meerkat: fabular anthropomorphism,popular culture,and the market

Abstract

In this paper we attempt to create an understanding of fabular anthropomorphism of particular relevance to marketing communication. Through an examination of the religious, anthropological, rhetorical and marketing literature on personification and anthropomorphism we arrive at six principles that characterise the use of animals as symbols in instructional storytelling. We then examine the applicability of these principles by investigating the way in which meerkats have recently been used in popular culture and marketing communication. We find that our proposed definition of a marketing-orientated fabular anthropomorphism is broadly applicable and is helpful in understanding why certain anthropomorphic depictions will resonate with audiences and others will not.

Summary statement of contribution This research proposes a set of principles that help us to understand the way in which fabular instantiations of anthropomorphism can be successfully used in marketing communication. It presents a case study that demonstrates the applicability of the findings.     

Footwear with feeling: a cultural approach to product development

ABSTRACT

Holt (2004) pioneered a change in marketing discourse by outlining how brands can become icons through tapping into cultural mythologies of the time. Yet, the theory has remained purely focused on branded consumption. This film extends the approach to the realm of product development and focuses on the transformation of a fashion trend into a consistent product category by examining the flatform shoe, a new shoe style that blends the height of a heel with the comfort of a flat. Through qualitative interviews and ethnographic analysis, this film argues that consumers are able to attach a strong postfeminist sensibility to the style. This helps to elevate the style to a mainstream category of its own through an adherence to cultural branding principles.     

Once upon a market dreary: the prescient marketing principles of Edgar Allan Poe

ABSTRACT

An American icon, Edgar Allan Poe (1809–1849) is famed for his fiendish tales of fear and trembling, and premature burial. He is less well known as a businessperson, let alone a marketing thought leader. Poe, though, was not only an entrepreneurially inclined self-promoter of genius, but he practised prescient marketing principles that are pertinent to present circumstances. In a world where dark tourism, dead celebrities and disinterred brands loom large, Poe’s principal principles – perversity, poetry, plagiary, plasticity – are prior portents of marketing precepts. Written in an appropriately literary style, this paper shows that dead men do foretell tales. Of markets dreary.     

Black Mirror: Bandersnatch and how Netflix manipulates us,the new gods

ABSTRACT

This film review of Black Mirror: Bandersnatch, released by Netflix in 2018, discusses the nature of the interactive genre, focusing on its current and future effects on data mining, product placement, and programmatic advertising, highlighting the new, evolving role played by the viewer.     

Paradisal discourse: A critical analysis of marketing and consuming Hawaii

The marketing of certain tourist destinations can be analyzed as discourse that conveys meaning to the consumer and to the consumed. This discourse, which I refer to hereafter as paradisal discourse, is a combination of Orientalism, travel writing, discourse of the Primitive, and diverse forms of Otherness. This paper begins with an exploration of discourse as a tool of knowledge and of power, illustrated through a detailed assessment of Said's Orientalism and other relevant works and concepts. The discourses of “Orientalism,” “primitivism” and travel writing are likened to the paradisal discourse found in the marketing of certain types of tourist destinations. The second section of the paper presents an historical and cultural analysis of the concept of paradise in Western society, summarizing the elements which, over time, have come to form this distinctive discourse. The third section of the paper assesses the way in which this discourse forms the framework by which a specific tropical paradise, Hawaii, is marketed and consumed today.     

Understanding Influences of the Typographic Quality of Text

ABSTRACT

In an electronic-society the production of texts is increasingly enabled or mediated through ICT. Existing typographic research seems to focus on isolated, rule-formulating studies that often have little impact on typographic practice. Our proposed framework aims to overcome these problems, by providing as complete and holistic explanation as possible of influences on a typographic quality in an emerging e-society. Five field studies were conducted in various locations in Sydney in 2005. The participants photographed examples of typographic text that they considered meaningful to their experiences. These were then used in subsequent photo-elicitation interviews. The results of data analysis supported by the literature led to the formation of a framework that synthesizes the influences on the quality of typographic text perceived by the audience. These include the typographic text's form and content, its immediate context, as well as the audience's own personal background and the purpose behind their reading activity. The framework aims to be generic and apply to texts in all various forms, including in print but also text presented on computer screens for e-commerce, e-government and other Internet applications supporting the electronic-society.     

Bunce,Richard. Television in the Corporate Interest. New York: Praeger, 1976

Abstract

Conventional wisdom suggests that advertisers should approach the use of negative advertising with a great deal of caution. Perhaps because of its success in the political arena, negative advertising has recently been featured more prominently in the marketing of goods and services. Such a tactic is risky given that so little research on the subject is currently available. Prior to using negative advertising (if this genre of advertising should be used at all) in the marketing of non-political goods and services, a better understanding of the factors influencing its effectiveness must be achieved. This paper examines the literature, models, and theory applicable to the study of negative advertising. Thirteen research propositions are suggested.     

Images of Freedom and Equality: A Values Analysis of Hungarian Political Commercials

Abstract

In Central Europe's first free election, Hungarian campaign architects created a genre of television advertising designed to communicate political party values by linking them with values of national importance. Using Rokeach's two-value typology, this culture-based study analyzes the political commercials produced by the nation's predominant parties in 1990 for their values-related content. Hungarian scholars, media experts and party officials contributed to this interpretive analysis of the campaign's visual images for their reflection of national and political values. Results suggest that political commercials are useful for identifying prevailing values and can contribute to an understanding of a nation's culture. The study has particular importance for advertisers in countries which are undergoing the transition to a free-market economy.     

Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues

Abstract

This research explores a growing genre of marketing communication, labeled hybrid messages, which creatively combine key advantages (and avoid key disadvantages) inherent in advertising and publicity messages. Several types of hybrid messages are discussed, including those with long established histories (product placements, program-length commercials, program tie-ins), and those with a relatively recent origin (masked-art, masked-news, and masked-spokesperson messages). To obtain integrative insights on hybrid messages, this study: (a) reviews their historical/current regulatory status, (b) discusses their pros and cons, theoretical rationales and practical implications, and (c) delineates an extensive agenda for future research. Several important public policy questions raised by hybrid messages are addressed.     

The Effect of Management Leadership Style on Marketing Orientation,Service Quality,and Financial Results: A Cross-Cultural Study

ABSTRACT

The significance of customer and market orientation has been closely examined in the marketing and management literature. Recent research has focused on how to assess the antecedents of market orientation and the effect of market orientation on business performance via various mediating and situational variables. The present study investigates the impact of management leadership style on market orientation and collaboration between the management and the employees. Their effects on business performance are also scrutinized. The study was conducted on a sample of managers in Taiwan and the United States. A cross-country comparison yields many interesting findings and important managerial implications, as well as future research directions.     

Human capacity development in Indonesia: leadership and managerial ideology in Javanese organizations

Abstract

In this paper, leadership is viewed as a driver for change, showing directions towards a society with high adaptive capacity. This study, in particular, investigates whether the eight ancient principles of Javanese statesmanship (Asta Brata) can be employed as change agents for analysing managerial leadership excellence in Javanese organizations. Factor analysis, regression modelling and structural modelling are used to explain what constitutes leadership excellence in Javanese organizations. These findings based on the perceptions of 312 Javanese managers suggest they favour a paternalistic leadership style that is nurturing but not authoritative. This then calls for institutions that stimulate progressive leadership and entrepreneurial leadership as necessary but not sufficient until tempered with personal quality factors such as trustworthiness, dependable and discerning behaviours, patience and decisive action and acknowledgement of environmental influence.     

Spreadsheet Modeling for the Classroom: The Value of Position on the Web Page

ABSTRACT

This article focuses on the authors' experience with a little-used quality of spreadsheets–the ability to construct spatial models. The article follows the development of a Web page layout model for classroom use. The model presents students with the problem of balancing out value of position, color, movement and other input factors in developing overall Web page strategy.     

Influence of Ecuadorian Homosexual Subculture in Consumption Culture: Study about Information Consumption on Twitter

Abstract

This qualitative research examines the Ecuadorian homosexual subculture and determines how gender, images, texts, and objects are referred to consumption culture. The netnography method was used to collect data from Twitter conversations. Categorization and classification of the conversations showed how the information was created, the purpose of the message, and the target audience. Results reveal common subjects in relation to news, human rights, and gender equality. Subjects were conceptualized based on the consumption of information in social, cultural, and political environments. It was concluded that images, texts, and objects included in the conversations provide significant information about the homosexual subculture consumption behavior.     

The lurker in the object

ABSTRACT

A peculiar note from a neighbor of a consumer culture theorist stationed at Miskatonic University who has gone missing arrives for you. The Arkham police have tasked the neighbor with sorting out some seemingly-incoherent academic notes left behind by the professor. In particular, they have tasked him with reaching out to you in order to determine the meaning of a peculiar phrase, “the lurker waits in the object” scrawled into the missing professor's desk. The notes concern several topics, but seem, in the neighbor's opinion, to revolve around object-oriented ontology, horror reality, genre horror, and information by allusion. The neighbor emphasizes that the missing professor may have suffered some mental illness or other tragedy, but has no other viable leads aside from the phrase and notes and begs your expert advice on the topic.     

The Role of Culture in Creative Execution in Celebrity Endorsement: The Cross-Cultural Study

ABSTRACT

In advertising literature, an area rarely explored is cross-cultural studies on celebrity endorsements. A good deal may be learned from understanding how a culture's communication style can shape the type of advertising most effective for that culture. This study examines the creative styles (creative executional factors) found in the advertising of Korea and America. The two countries represent two distinct cultures—Korea being a collectivistic culture and the United States being individualistic. Both cultures affect the norms and rules that guide their inhabitants’ behavior, directly affecting communication styles. The study finds that embedded in the use of celebrity endorsement are cross-cultural characteristics. The details of these findings will be useful to international advertisers executing celebrity endorsement campaigns in different cultural settings.     

Working Weeks,Rave Weekends: Identity Fragmentation and the Emergence of New Communities

Popular music is one of the most ubiquitous forms of contemporary culture. This paper looks at the phenomenon known as rave or dance culture in Britain. It examines the nature of the consumer experience at a dance club through the use of a two stage methodology. Based on observations and the collection of phenomenological data, the findings suggest that the experience is linked to a series of behaviours, which are related to fragmentation and identity. These include narcissistic identity, the emergence of new communities, the need for escape, engagement and prolonged hedonism. The paper examines these concepts in relation to postmodern consumption. In particular, an evaluation of postmodern theory and its focus on fragmentation and the project of the self is offered, by arguing for a return to "community".     

Divas of the Wassoulou Sound: Transformations in the Matrix of Cultural Production,Globalization, and Identity

This paper examines the role of popular music performance in a context of urban change, globalization, and gender. Through an in-depth examination of the Malian music style Wassoulou and its reigning star Oumou Sangaré, issues of gender, interpretation, and cultural production are discussed. Ethnographic data presented indicate that wassoulou performance provides much needed space for Malian youth to negotiate changing notions of identity and community without openly challenging the status quo of women and youth in traditional Mande social hierarchy. These new identities convey multiple and sometimes paradoxical symbolic meaning for Malian and world-music listeners. Viewing vocal performance in Mali as a verbal mode of communication and social display, wassoulou divas are particularly excellent sites for the study of emergent identities in the context of globalization.     

Women over 40, foreigners of color,and other missing persons in globalizing mediascapes: understanding marketing images as mirrors of intersectionality

ABSTRACT

Media diversity studies regularly invoke the notion of marketing images as mirrors of racism and sexism. This article develops a higher-order concept of marketing images as “mirrors of intersectionality.” Drawing on a seven-dimensional study of coverperson diversity in a globalizing mediascape, the emergent concept highlights that marketing images reflect not just racism and sexism, but all categorical forms of marginalization, including ableism, ageism, colorism, fatism, and heterosexism, as well as intersectional forms of marginalization, such as sexist ageism and racist multiculturalism. Fueled by the legacies of history, aspirational marketing logics, and an industry-wide distribution of discriminatory work, marketing images help to perpetuate multiple, cumulative, and enduring advantages for privileged groups and disadvantages for marginalized groups. In this sense, marketing images, as mirrors of intersectionality, are complicit agents in the structuration of inequitable societies.     

Newsom,Doug and Alan Scott. This is PR: The Realities of Public Relations. Belmont: Wadsworth Publishing Co., 1976

Abstract

The use of music and lyrics in commercials run in the United States is compared with their use in commercials run in the Dominican Republic (D.R.). The authors briefly review present theoretical perspectives on the role of music in advertising and address the need to conceptualize music as a culturally situated variable. They discuss the structure of Dominican TV media and examine the influence of U.S. media culture in the D.R., then develop a set of propositions about cross-cultural differences in the extensiveness of music and lyrics in commercials, the style of music used, and the product meanings conveyed in lyrics. The propositions are tested in a content analysis of commercials. The findings support the propositions and indicate a need for sociological and interpretive approaches to the study of the role of music in advertising.