Being as becoming: Play as a core concept in consumer-marketing studies
Purpose: Rejecting a stimulus-response approach to research on young persons as consumers subjected to marketing, this paper draws on phenomenology’s practices perspective. Embodied, equipped understanding is always already in use - in minimally monitored (tacit) play-like projecting, a participator...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
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2014
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/230/ http://eprints.sunway.edu.my/230/1/Wilson%20Tony%20Being%20as%20becoming%20play.%20Edin%20Univ%20Being%20Becoming%20Belonging%20Conference%20Full%20Paper%20Wilson%20Choy%20Tan%20%282%29.pdf |
| _version_ | 1848801778320015360 |
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| author | Wilson, Tony * Choy, Tuck Yun * Tan, Teck-Hong * |
| author_facet | Wilson, Tony * Choy, Tuck Yun * Tan, Teck-Hong * |
| author_sort | Wilson, Tony * |
| building | SU Institutional Repository |
| collection | Online Access |
| description | Purpose: Rejecting a stimulus-response approach to research on young persons as consumers subjected to marketing, this paper draws on phenomenology’s practices perspective. Embodied, equipped understanding is always already in use - in minimally monitored (tacit) play-like projecting, a participatory production of meaning. The paper investigates mall and media immersion as young people’s understanding-in-use: in discussion, they present visiting a massive shopping place as engaging with ludic location or a ‘second home’.
Methodology: The paper reflects on Chinese Malaysian student narratives of consumer activity. Research commences from the ‘hypothesis’ of hermeneutics - or the philosophy of understanding-in-practice(s) as play-like - tested in a
focus group. Visiting shopping mall or social media involves ‘ready-to-hand’ (little reflected on) ‘projecting’
and producing intelligibility, an integrating narrative, (dis)enabling ‘being-with-others’ (Heidegger). Talk in
discussion enables theory to be empirically extended, grounding philosophical horizons of understanding.
Findings: Our discussants’ consuming is structurally ludic, a play-like establishing of meaning from their ‘horizons of
expectation’ (Jauss), equipped, and enabling. Visiting shopping malls manages goal-oriented or teleological
meaning in embodied projecting and processing generic understanding of ‘entity’ (Heidegger) as equipment:
people gain a purchase epistemologically in material acquisitions. ‘Ludicity’ is a core concept in consumer marketing interpretation, central to the practices perspective in business, media and sociological study.
Implications: Managerial implications lie in enhancing marketing address to consumers, recognizing ludicity. The authors are now exploring understanding in visitor mall practices through the latter’s constructing cellphone images. |
| first_indexed | 2025-11-14T21:12:52Z |
| format | Conference or Workshop Item |
| id | sunway-230 |
| institution | Sunway University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:12:52Z |
| publishDate | 2014 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-2302019-06-25T00:56:06Z http://eprints.sunway.edu.my/230/ Being as becoming: Play as a core concept in consumer-marketing studies Wilson, Tony * Choy, Tuck Yun * Tan, Teck-Hong * HF Commerce Purpose: Rejecting a stimulus-response approach to research on young persons as consumers subjected to marketing, this paper draws on phenomenology’s practices perspective. Embodied, equipped understanding is always already in use - in minimally monitored (tacit) play-like projecting, a participatory production of meaning. The paper investigates mall and media immersion as young people’s understanding-in-use: in discussion, they present visiting a massive shopping place as engaging with ludic location or a ‘second home’. Methodology: The paper reflects on Chinese Malaysian student narratives of consumer activity. Research commences from the ‘hypothesis’ of hermeneutics - or the philosophy of understanding-in-practice(s) as play-like - tested in a focus group. Visiting shopping mall or social media involves ‘ready-to-hand’ (little reflected on) ‘projecting’ and producing intelligibility, an integrating narrative, (dis)enabling ‘being-with-others’ (Heidegger). Talk in discussion enables theory to be empirically extended, grounding philosophical horizons of understanding. Findings: Our discussants’ consuming is structurally ludic, a play-like establishing of meaning from their ‘horizons of expectation’ (Jauss), equipped, and enabling. Visiting shopping malls manages goal-oriented or teleological meaning in embodied projecting and processing generic understanding of ‘entity’ (Heidegger) as equipment: people gain a purchase epistemologically in material acquisitions. ‘Ludicity’ is a core concept in consumer marketing interpretation, central to the practices perspective in business, media and sociological study. Implications: Managerial implications lie in enhancing marketing address to consumers, recognizing ludicity. The authors are now exploring understanding in visitor mall practices through the latter’s constructing cellphone images. 2014-04 Conference or Workshop Item NonPeerReviewed text en http://eprints.sunway.edu.my/230/1/Wilson%20Tony%20Being%20as%20becoming%20play.%20Edin%20Univ%20Being%20Becoming%20Belonging%20Conference%20Full%20Paper%20Wilson%20Choy%20Tan%20%282%29.pdf Wilson, Tony * and Choy, Tuck Yun * and Tan, Teck-Hong * (2014) Being as becoming: Play as a core concept in consumer-marketing studies. In: Edinburgh University Business School Conference, 9 - 11 April 2014, Edinburgh?. (Submitted) |
| spellingShingle | HF Commerce Wilson, Tony * Choy, Tuck Yun * Tan, Teck-Hong * Being as becoming: Play as a core concept in consumer-marketing studies |
| title | Being as becoming: Play as a core concept in consumer-marketing studies |
| title_full | Being as becoming: Play as a core concept in consumer-marketing studies |
| title_fullStr | Being as becoming: Play as a core concept in consumer-marketing studies |
| title_full_unstemmed | Being as becoming: Play as a core concept in consumer-marketing studies |
| title_short | Being as becoming: Play as a core concept in consumer-marketing studies |
| title_sort | being as becoming: play as a core concept in consumer-marketing studies |
| topic | HF Commerce |
| url | http://eprints.sunway.edu.my/230/ http://eprints.sunway.edu.my/230/1/Wilson%20Tony%20Being%20as%20becoming%20play.%20Edin%20Univ%20Being%20Becoming%20Belonging%20Conference%20Full%20Paper%20Wilson%20Choy%20Tan%20%282%29.pdf |