Using discourse analysis to fuel brand strategies presentation
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The document discusses the application of discourse analysis in developing brand strategies, focusing on various approaches such as conversation analysis and discursive psychology. It highlights the importance of understanding brand and service discourses and how they impact interactions among organizations and customers across different communication channels. Additionally, it addresses practical issues like improving customer satisfaction and utilizing social media for insights.
Using discourse analysis to fuel brand strategies presentation
- 1. Using Discourse Analysis to Fuel Brand Strategies Ray Poynter The Future Place
- 2. Agenda 1. Brand and service discourses 2. Introduction to Discourse Analysis 3. Conversation Analysis 4. Discursive Psychology 5. Foucauldian Discourse Analysis 6. Pragmatic approaches 7. Lines of enquiry
- 3. Brand & Service Discourses Actors Organisation ↔ Customers Customers ↔ Customers Organisation ↔ Organisation Outsiders ↔ Organisation, Customers, Outsiders
- 4. Brand & Service Discourses Locations Social media Face-to-face Telephone Letters & emails Survey responses Media Official reports
- 5. Introduction to Discourse Analysis Family of approaches Common themes – Constitutive – Contextual – Dialogical / contested – Discourse as an end not as a proxy
- 7. Traditions of Discourse Analysis o Conversation analysis o Discursive psychology o Foucauldian o Bakhtinian o SocioLinguistics (inc. corpus research) o ‘Critical’ – (inc CDP and CDA) o Pragmatic extensions Social media monitoring
- 8. Conversation Analysis Harvey Sacks Close examination of what people do when they speak 4 examples – Mental health calls – Construction of delicate subject – Why just saying No is not so easy – A non-Western example
- 9. Mental Health Calls Operator: Go ahead please A: This is Mr Smith (B: Hello) of the Emergency Psychiatric Center can I help you. B: Hello? A: Hello B: I can’t hear you. A: I see. Can you hear me now? B: Barely. Where are you in the womb? Havey Sacks, Lecture 1, 1995
- 10. Construction of Delicate Subject 1 C Let’s finish this HIV thing . . . Hhhhh So do you 2 understand about the antibodies.= 3 P =Yes I [do:. 4 C [Ri:ght. .hh So: .h how lo:ng is it since you 5 think (.) you might have been at ri:sk (.) of being 6 infected with HIV. 7 P Well uh- (0.4) uhuh to tell you the truth it’s only 8 I- like er Friday I had a phone call from a .h ex- 9 girlfriend- my boyfriend’s ex-girlfriend .hh to say 10 that uh:m (0.5) she’d been to the VD clinic (0.2) 11 and she thought that I should go:, {Continues} Extract of counselling in interview (C=Counsellor, P=participant), from Siverman’s “Construction of ‘Delicate’ Objects in Counselling”, 1997
- 11. Why Just Saying No is not so Easy Just Say No? The Use of Conversation Analysis in Developing a Feminist Perspective on Sexual Refusal, Celia Kitzinger, 1999
- 12. “ ” Korean Air flight 801
- 13. Discursive Psychology What if neuroscientists are looking in the wrong place? Traditional Psychology Discursive Psychology
- 14. What is thinking? "the experience of thinking may be just the experience of saying” Wittgenstein, 1958, here ‘saying’ could be external or internal.
- 15. Attitudes Traditional definition – “an enduring organizational , motivational, emotional, perceptual, and cognitive process with respect to some aspect of an individual’s world” But – Anchoring? – Framing? – Contradictions? Kretch & Crutchfield, 1948
- 16. Common sense & Contradictions Many hands make light work Knowledge is power Look before you leap Clothes make the man
- 18. Memory Is memory is collective and negotiated? Is it largely made of words?
- 19. Foucault & Foucauldian DA Shifts the focus away from the individual to the society Post-structuralist and constructionist What is said is governed by what society has created and is creating Meaning is created socially, not within the head or even within individual conversations – Epistemes/regimes of truth – No simple top-down model of power – Genealogies
- 20. Downloaded from http://assets.starbucks.com/assets/960b83c436e34f5ea4a1e5c7e6d5191e.jpg March 22 2011
- 21. Pragmatic DA Several Names – Social Media Monitoring – Blog Mining – Buzz monitoring – Listening research Usually little theory – Model – Epistemology Is it a sort of ‘critical’ DA?
- 22. Social Media Research Influence and the flow of memes Turn taking within online discussions Sentiment analysis → actions CA for communities, what are the analogies for pauses, repairs, repetitions?
- 23. Key Lines of Enquiry • Tactical Issues – Training off-shore call centres using CA – Improving social media monitoring – Customer interaction training, e.g. use of change of footing • Strategic Issues – Rethinking customer satisfaction – Brand positioning, friend, advisor, expert, … – Advertising, creating speech acts, sayable ideas, genealogies, …
- 24. Rethinking Cust Sat Old school – How can we turn people from unhappy customers into happy customers? Discourse Analysis model – What has to happen to get people to stop using phrases we associate with dissatisfaction and to start using words and phrases that are ‘beneficial’? 1. What are the words/phrases we want them to use? 2. Are they sayable in our context? 3. Can we change what is sayable? 4. What other words/phrases might be good for us?
- 26. Screen grab from http://www.busabeats.com/ March 22 2011
- 27. Let’s talk
- 28. Presented at the International conference on Qualitative Consumer Research & Insights 7 & 8 April 2011, Malta For more information Please visit: http://www.merlien.org