Search results for: hermeneutics

• Experience marketing in the service of the “secular religion” of big tech

  Publication

  • J. Kreft
  • M. Boguszewicz-kreft

  - Year 2021

  The article proposes an interpretation of the meaning of experience marketing as a tool in the process of sacralisation of products, and in a broader context – the so-called secular religion accompanying some contemporary big tech organizations. The article is of theoretical nature and the authors have intended to explain how big tech corporations, in line with the concept of experience marketing (digital platforms, in particular),...

  Full text available to download

• Technological and Media Platforms: Redefinition of Meanings as Symbolic Power over the Discourse

  Publication

  • J. Kreft

  - Year 2020

  Redefining the meanings of such social terms as “likes” and “friends” on Facebook is a popular practice. In terms of consistency, the (auto)-redefinition of the term “platform” is itself particularly important from a media management perspective. The article proposes to consider the redefinition of meanings as a form of wielding non-transparent power over discourse. From this perspective, redefining a meaning is a form of holding...

  Full text available to download