Being as becoming: Play as a core concept in consumer-marketing studies

Wilson, Tony * and Choy, Tuck Yun * and Tan, Teck-Hong * (2014) Being as becoming: Play as a core concept in consumer-marketing studies. In: Edinburgh University Business School Conference, 9 - 11 April 2014, Edinburgh?. (Submitted)

Wilson Tony Being as becoming play. Edin Univ Being Becoming Belonging Conference Full Paper Wilson Choy Tan (2).pdf - Submitted Version

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Purpose: Rejecting a stimulus-response approach to research on young persons as consumers subjected to marketing, this paper draws on phenomenology’s practices perspective. Embodied, equipped understanding is always already in use - in minimally monitored (tacit) play-like projecting, a participatory production of meaning. The paper investigates mall and media immersion as young people’s understanding-in-use: in discussion, they present visiting a massive shopping place as engaging with ludic location or a ‘second home’. Methodology: The paper reflects on Chinese Malaysian student narratives of consumer activity. Research commences from the ‘hypothesis’ of hermeneutics - or the philosophy of understanding-in-practice(s) as play-like - tested in a focus group. Visiting shopping mall or social media involves ‘ready-to-hand’ (little reflected on) ‘projecting’ and producing intelligibility, an integrating narrative, (dis)enabling ‘being-with-others’ (Heidegger). Talk in discussion enables theory to be empirically extended, grounding philosophical horizons of understanding. Findings: Our discussants’ consuming is structurally ludic, a play-like establishing of meaning from their ‘horizons of expectation’ (Jauss), equipped, and enabling. Visiting shopping malls manages goal-oriented or teleological meaning in embodied projecting and processing generic understanding of ‘entity’ (Heidegger) as equipment: people gain a purchase epistemologically in material acquisitions. ‘Ludicity’ is a core concept in consumer marketing interpretation, central to the practices perspective in business, media and sociological study. Implications: Managerial implications lie in enhancing marketing address to consumers, recognizing ludicity. The authors are now exploring understanding in visitor mall practices through the latter’s constructing cellphone images.

Item Type: Conference or Workshop Item (Paper)
Additional Information: First author is an Adjunct Professor, Research Office, Sunway University; 2nd author with the Dept. of Marketing, Sunway University Business School; 3rd author with Dept. of Management and Economics, Sunway University Business School.
Uncontrolled Keywords: consumer understanding; ludicity; mall practices; phenomenology; Malaysia
Subjects: H Social Sciences > HF Commerce
Divisions: Others > Non Sunway Academics
Sunway University > Sunway University Business School > Dept. Marketing
Sunway University > Sunway University Business School > Dept. Economics & Finance
Depositing User: Ms. Molly Chuah
Related URLs:
Date Deposited: 14 Feb 2014 01:20
Last Modified: 25 Jun 2019 00:56

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