Mapping and interpreting socio-cultural change in urban India: Mining cultural tension to drive brand resonance

This paper uses research conducted in India to examine how discourses around multiple, publicly visible arenas in modern society not only shape modern culture, but often contain internal contradictions that give rise to tensions.

Mapping and interpreting socio-cultural change in urban India: Mining cultural tension to drive brand resonance

Satyam ViswanathanThe Third Eye

Introduction

This paper examines how discourses around multiple, publicly visible arenas in modern society not only shape the zeitgeist, but also often contain internal contradictions that give rise to cultural tensions. Brands that tap into these tension points build memorable, differentiated, and emotionally resonant identities for themselves. Using the richness of semiotic and cultural analysis to help brands build relevance with moving targets, this paper advocates for businesses to engage more frequently with social sciences.

Background

Brands, both global and...

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