Catégorie > english_papers

Globalization is only a technician’s point of view – at least an industrial necessity. But certainly not a consumer need. An usually widespread idea is that tomorrow, life will be “standardized” all around the world because technology will be “standardized”: we’ll use the same computers, the same mp3 players, etc. we’ll become identical from London to San Francisco and from Berlin to Atlanta, doing the same thing with the same objects. But it’s not because we have the same mp3 players or the same cell phones in hand that we use them in the same way: teenagers in Paris, Tokyo and...

The purpose of this paper is to show how accounting for the most recent developments in such a qualitative subject as semiology can profoundly alter the patterns of a quantitative discipline such as media planning. Media planning today is founded on communication models derived from that of Shannon and Weaver , i.e. models which prohibit our accounting for the influence of the actual...