Live semiotics: Accessing the worlds of cultural influencers

This paper explores the development of a mobile research application for commercial semiotics and shows how Virgin Atlantic, the airline, utilised it.

Live semiotics: Accessing the worlds of cultural influencers

Gemma JonesSpace Doctors, United Kingdom

Introduction

This paper explores the development of a mobile research application for commercial semiotics and a case study with Virgin Atlantic. It focuses on the commercial applications for immersive, live responses from a global community of 'cultural catalysts' as well as the specific implications and possibilities for market research in the LATAM region.

Commercial semiotics recognizes the importance of cultural context to brands. Brands do not exist simply within their immediate competitive set. Consumers do not experience culture and branded communications separately. Brands are cultural texts...

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