Using discourse analysis to fuel brand strategies presentation
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Transcript of Using discourse analysis to fuel brand strategies presentation
Using Discourse Analysis to Fuel
Brand Strategies
Ray Poynter
The Future Place
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
Brand & Service Discourses
Actors
� Organisation ↔ Customers
� Customers ↔ Customers
� Organisation ↔ Organisation
� Outsiders ↔ Organisation, Customers, Outsiders
Brand & Service Discourses
Locations
�Social media
�Face-to-face
�Telephone
�Letters & emails
�Survey responses
�Media
�Official reports
Introduction to Discourse Analysis
Family of approaches
Common themes
– Constitutive
– Contextual
– Dialogical / contested
– Discourse as an end not as a proxy
Three Illustrations
� Turn taking
� Footing
� Language games
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 extensionsSocial media monitoring
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
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
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
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
“
”
Korean Air flight 801
Discursive Psychology
What if neuroscientists are looking in the wrong
place?
Traditional Psychology
Discursive Psychology
What is thinking?
"the experience of thinking may be just the experience of saying” Wittgenstein, 1958, here ‘saying’ could be external or internal.
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
Common sense & Contradictions
Many hands make light work
Knowledge is power
Look before you leap
Clothes make the man
Portmanteaux of ‘Attitudes’
Memory
Is memory is collective and negotiated?
Is it largely made of words?
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
Downloaded from http://assets.starbucks.com/assets/960b83c436e34f5ea4a1e5c7e6d5191e.jpg March 22 2011
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?
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?
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, …
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?
Screen grab from http://www.busabeats.com/ March 22 2011
Let’s talk
Presented at the International conference on
Qualitative Consumer Research & Insights
7 & 8 April 2011, Malta
For more information
Please visit: http://www.merlien.org