The Authenticity Industries - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Authenticity Industries write by Michael Serazio. This book was released on 2023-11-07. The Authenticity Industries available in PDF, EPUB and Kindle. In recent decades, authenticity has become an American obsession. It animates thirty years' worth of reality TV programming and fuels the explosive virality of one hot social media app after another. It characterizes Donald Trump's willful disregard for political correctness (and proofreading) and inspires multinational corporations to stake activist claims in ways that few "woke" brands ever dared before. It buttresses a multibillion-dollar influencer industry of everyday folks shilling their friends with #spon-con and burnishes the street cred of rock stars and rappers alike. But, ironically, authenticity's not actually real: it's as fabricated as it is ubiquitous. In The Authenticity Industries, journalist and scholar Michael Serazio combines eye-opening reporting and lively prose to take readers behind the scenes with those who make "reality"--and the ways it tries to influence us. Drawing upon dozens of rare interviews with campaign consultants, advertising executives, tech company leadership, and entertainment industry gatekeepers, the book slyly investigates the professionals and practices that make people, products, and platforms seem "authentic" in today's media, culture, and politics. The result is a spotlight on the power of authenticity in today's media-saturated world and the strategies to satisfy this widespread yearning. In theory, authenticity might represent the central moral framework of our time: allaying anxieties about self and society, culture and commerce, and technology and humanity. It infects and informs our ideals of celebrity, aesthetics, privacy, nostalgia, and populism. And Serazio reveals how these pretenses are crafted, backstage, for audiences, consumers, and voters.
The Authenticity Industries
The Authenticity Industries - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Authenticity Industries write by Michael Serazio. This book was released on 2023-11-07. The Authenticity Industries available in PDF, EPUB and Kindle. In recent decades, authenticity has become an American obsession. It animates thirty years' worth of reality TV programming and fuels the explosive virality of one hot social media app after another. It characterizes Donald Trump's willful disregard for political correctness (and proofreading) and inspires multinational corporations to stake activist claims in ways that few "woke" brands ever dared before. It buttresses a multibillion-dollar influencer industry of everyday folks shilling their friends with #spon-con and burnishes the street cred of rock stars and rappers alike. But, ironically, authenticity's not actually real: it's as fabricated as it is ubiquitous. In The Authenticity Industries, journalist and scholar Michael Serazio combines eye-opening reporting and lively prose to take readers behind the scenes with those who make "reality"—and the ways it tries to influence us. Drawing upon dozens of rare interviews with campaign consultants, advertising executives, tech company leadership, and entertainment industry gatekeepers, the book slyly investigates the professionals and practices that make people, products, and platforms seem "authentic" in today's media, culture, and politics. The result is a spotlight on the power of authenticity in today's media-saturated world and the strategies to satisfy this widespread yearning. In theory, authenticity might represent the central moral framework of our time: allaying anxieties about self and society, culture and commerce, and technology and humanity. It infects and informs our ideals of celebrity, aesthetics, privacy, nostalgia, and populism. And Serazio reveals how these pretenses are crafted, backstage, for audiences, consumers, and voters.
Authenticity
Authenticity - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Authenticity write by James H. Gilmore. This book was released on 2007-10-18. Authenticity available in PDF, EPUB and Kindle. Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell—or how you sell it? If so, welcome to the club. Inundated by fakes and sophisticated counterfeits, people increasingly see the world in terms of real or fake. They would rather buy something real from someone genuine rather than something fake from some phony. When deciding to buy, consumers judge an offering's (and a company's) authenticity as much as—if not more than—price, quality, and availability. In Authenticity, James H. Gilmore and B. Joseph Pine II argue that to trounce rivals companies must grasp, manage, and excel at rendering authenticity. Through examples from a wide array of industries as well as government, nonprofit, education, and religious sectors, the authors show how to manage customers' perception of authenticity by: recognizing how businesses "fake it;" appealing to the five different genres of authenticity; charting how to be "true to self" and what you say you are; and crafting and implementing business strategies for rendering authenticity. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly, this book is a must-read for any organization seeking to fulfill consumers' intensifying demand for the real deal.
House Industries: The Process Is the Inspiration
House Industries: The Process Is the Inspiration - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook House Industries: The Process Is the Inspiration write by House Industries. This book was released on 2017-05-30. House Industries: The Process Is the Inspiration available in PDF, EPUB and Kindle. A standard-bearer of American design since 1993, House Industries answers the burning question, “Where do you find inspiration?” with this illustrative collection of helpful lessons, stories, and case studies that demonstrate how to transform obsessive curiosity into personally satisfying and successful work. Presented in House’s honest, authentic, and often irreverent style, and covering topics ranging from fonts and fashion to ceramics and space technology, this beautifully useful 400–page volume offers a personal perspective on the origin of ideas for creative people in any field. Most important, this book shows that there’s no sense in waiting for inspiration because inspiration is already waiting for you.
Your Ad Here
Your Ad Here - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Your Ad Here write by Michael Serazio. This book was released on 2013-04-05. Your Ad Here available in PDF, EPUB and Kindle. 2015 Susanne K. Langer Award for Outstanding Scholarship, Media Ecology Association 2013 Book of the Year, Visual Communication Division, National Communication Association Amidst the profound upheavals in technology, economics, and culture that mark the contemporary moment, marketing strategies have multiplied, as brand messages creep ever deeper into our private lives. In Your Ad Here, an engaging and timely new book, Michael Serazio investigates the rise of “guerrilla marketing” as a way of understanding increasingly covert and interactive flows of commercial persuasion. Digging through a decade of trade press coverage and interviewing dozens of agency CEOs, brand managers, and creative directors, Serazio illuminates a diverse and fascinating set of campaign examples: from the America’s Army video game to Pabst Blue Ribbon’s “hipster hijack,” from buzz agent bloggers and tweeters to The Dark Knight’s “Why So Serious?” social labyrinth. Blending rigorous analysis with eye-opening reporting and lively prose, Your Ad Here reveals the changing ways that commercial culture is produced today. Serazio goes behind-the-scenes with symbolic creators to appreciate the professional logic informing their work, while giving readers a glimpse into this new breed of “hidden persuaders” optimized for 21st-century media content, social patterns, and digital platforms. Ultimately, this new form of marketing adds up to a subtle, sophisticated orchestration of consumer conduct and heralds a world of advertising that pretends to have nothing to sell.
