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When expert consumers interpret textual products: Applying reader‐response theory to television programs

When expert consumers interpret textual products: Applying reader‐response theory to television... When Expert Consumers Interpret Textual Products: Applying Reader-Response Theory to Television Programs Elizabeth C. Hirschman INTRODUCTION In recent years, interpretive consumer researchers have demonstrated an increasing interest in text-based analysis, both as an investigative method and theoretical approach. This research stream began with Mick's (1986) seminal article introducing the semiotic approach to textual analysis, which relies upon the sign structure seen as inherent in the text. An application of this approach followed shortly thereafter with Holbrook and Grayson's (1986) interpretive analysis of the motion picture Out of Africa, which described cultural themes, e.g., Nature versus Culture, encoded within that textual product. The semiotic approach has continued in consumer research over the past decade and expanded in scope to include a variety of textual products, such as Broadway plays (Holbrook, Bell and Grayson 1989), advertisements (Mick and Politi 1989; McQuarrie and Mick 1992; McQuarrie 1989), television shows (Hirschman 1988), and magazines, novels and autobiographies (Hirschman 1990). Alongside the semiotic tradition, a second approach to textual- product analysis has sprung up. Originating with the work of Barbara Stern (1988), this formalist method is drawn from the New Critical school of literary criticism and examines the formal features of a text in http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Consumption Markets and Culture Taylor & Francis

When expert consumers interpret textual products: Applying reader‐response theory to television programs

Hirschman, Elizabeth C.
Consumption Markets and Culture , Volume 2 (3): 51 – Jan 1, 1998
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1477-223X
eISSN
1025-3866
DOI
10.1080/10253866.1998.9670319
Publisher site
See Article on Publisher Site

Abstract

When Expert Consumers Interpret Textual Products: Applying Reader-Response Theory to Television Programs Elizabeth C. Hirschman INTRODUCTION In recent years, interpretive consumer researchers have demonstrated an increasing interest in text-based analysis, both as an investigative method and theoretical approach. This research stream began with Mick's (1986) seminal article introducing the semiotic approach to textual analysis, which relies upon the sign structure seen as inherent in the text. An application of this approach followed shortly thereafter with Holbrook and Grayson's (1986) interpretive analysis of the motion picture Out of Africa, which described cultural themes, e.g., Nature versus Culture, encoded within that textual product. The semiotic approach has continued in consumer research over the past decade and expanded in scope to include a variety of textual products, such as Broadway plays (Holbrook, Bell and Grayson 1989), advertisements (Mick and Politi 1989; McQuarrie and Mick 1992; McQuarrie 1989), television shows (Hirschman 1988), and magazines, novels and autobiographies (Hirschman 1990). Alongside the semiotic tradition, a second approach to textual- product analysis has sprung up. Originating with the work of Barbara Stern (1988), this formalist method is drawn from the New Critical school of literary criticism and examines the formal features of a text in

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Consumption Markets and Culture – Taylor & Francis

Published: Jan 1, 1998

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