Abstract
The objective of the research is to enquire into possible lucrative ways of developing the “political unconscious” (Jameson, 1981) of the bottom of the capital hierarchy matrix for emerging markets (CHEMEM), a model postulated by the authors from the existing theories of Maslow's needs hierarchy (Maslow, 1943), Prahalad & Hart's BoP model (Prahalad & Hart, 2002), and Bourdieu's “forms of capital”(Bourdieu, 1986). We propound an innovative audience profiling of an emerging market such as India for social messaging through the narrative technique of “principle of minimal departure” (Ryan, 1980) as an alternative to the traditionally accepted canon of critical discourse in corporate social communications, targetted at the base of CHEMEM.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.