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Chasing authenticity in a post-truth world

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Chasing authenticity in a post-truth world

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TABLE OF CONTENTS (1) Intro (2) Post-Truth (3) Authenticity (4) Purpose (5) Case Studies (6) Conclusion (7) Source List. AIM Post-truth, trust, authenticity, purpose. It is a beautiful collection of buzz words that have prevailed the media in the last two years. But while many speak of them separately, no research has been done to my knowledge to understand how they are interconnected and how that can be used for long-term success. The purpose of this interactive publication is to firstly break through the complexity of these terms and examine their relevance in the current times. Then, an evaluation tool, ‘the authenticity of purpose’ graph will bridge the concepts and allow for an easier comprehension of brand communication attempts and their efficiency in rendering authenticity in this post-truth world. Whether marketing professionals, folks from the advertising world, executives, curious students and academics: this book is for all. It brings the theory to the real world by real examples, opinions and stories. It gets to the ‘why’ of our actions as practitioners and lets us learn from the mistakes and success of others. Even if you have nothing to do with communication and brands, keep on reading. The accessible and fun format of the book will get you quickly to the end and make you understand the theatrical landscape of this odd media world we are all exposed to. Be inspired to recognize real from fake but to also do good… RESEARCH QUESTION In a post-truth world, why are brands implementing purpose to chase authenticity, and what determines the authenticity of a purpose? SUB-QUESTIONS What is the ‘post-truth’ era and how are brands affected by it? - What is authenticity and in what ways can a brand be authentic? - What is it to stay authentic in a post-truth world? - Why purpose has become a leading choice for brands? - What determines if a brand’s purpose attempt is to be perceived as authentic or not? - How are brands already employing purpose and for whom does it work?

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelorscriptie
TaalEngels

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