DOCSLIB.ORG

Cryptic Marketing: Strategic Targeting of Subculture Markets

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Cryptic Marketing: Strategic Targeting of Subculture Markets CRYPTIC MARKETING: STRATEGIC TARGETING OF SUBCULTURE MARKETS Kelly Wi Yan CHOONG Bachelor of Business (Marketing) w/Distinction, QUT Master of Business (Research), QUT Submitted in fulfilment of the requirements for the degree of Doctor of Philosophy School of Advertising, Marketing and Public Relations QUT Business School Queensland University of Technology 2014 Abstract The growing importance of subcultures in marketing has emerged as consumers are increasingly choosing brands based on what is acceptable within their subculture (Mason & Wigley, 2013). As such, organisations must know how to attract subcultures using marketing strategies to build trust, acknowledge subculture value or practice equitable policies (Mason & Wigley, 2013), on top of traditional factors, such as quality and price (Kozinets, 2001). This needs to be communicated effectively to the subculture group as well (Mason & Wigley, 2013; Leigh, Peters & Shelton, 2006). However, brands targeting subculture consumers have encountered backlash from society, particularly when target markets are stigmatised or discriminated in society (Hildebrand, DeMotta, Sen & Kongsompong, 2013). Specifically, this thesis focuses on the gay subculture as the context for examination. This research aims to understand what factors influence consumers’ behaviour to subculture marketing and how companies can strategically overcome potential brand alienation in three studies. As such, this thesis addresses the following, broad research question: How can companies target subculture groups without encountering potential consumer backlash? To begin, the thesis evaluated the theories of social identity theory (Tajfel, 1982) and social categorisation (Hogg & Terry, 2000), which accounts for consumer behaviour on subcultures, such as the gay community. Some consumers consciously resist and avoid association with the gay subculture due to stigma and stereotyping; judging others based on the group in which they identify with (Maldonado, Tansuhaj & Muehling, 2003). This creates the challenge in marketing communication when targeting subculture consumers. As such, there is a need to understand the factors in which society reacts in support for – or oppose to – i advertisements that are gay themed. Therefore, the first research question addressed by this thesis was: What are the factors that influence consumer response to gay-specific advertisements? To address the first research question, the first study analysed 231 online comments from an online newspaper article about the ‘Rip and Roll’ advertising campaign. The study was analysed using thematic analysis with findings indicating strong, differing views that reflected anti-gay biased, indifferent and gay-receptive points of view. Themes emerged from the analysis found that factors such as attitudes, beliefs and values and religiosity reflect previous research studies (Hooghe, Claes, Harell, Quintelier & Dejaeghere, 2010; Averett, Strong-Blakeney, Nalavany & Ryan, 2011). These factors about the gay community shaped the behaviour of audiences and these attitudes and behaviours were unlikely to change, especially those deemed gay-intolerant. For this reason, marketers have to circumvent the objections of gay-intolerant consumers, while not alienating non-targeted audiences in their attempt to target the gay market via mainstream media. Consequently, the second research question addressed by this thesis was: How can marketers avoid alienating the non-targeted market when communicating to the subculture market? Instead of adopting covert marketing communication strategies, where marketing messages are surreptitiously targeting audiences, this thesis introduced the concept of cryptic marketing. For the purpose of this research, cryptic marketing is defined as a strategy to overcome the restraints in targeting subculture markets via mass media, without backlash from other consumers, while positively influencing subculture consumers through the use of cryptic subculture symbols and cues. This means that subculture markets are targeted overtly ii with subculture cues, but remain hidden to the non-target audience. This fundamentally overcomes the shortcomings of current covert approaches and enables brands to target gay consumers in the mainstream media without alienating the non-target markets. Using four different car print advertisements to test the effects of cryptic marketing, a group of 10 heterosexual and 10 homosexual/bisexual respondents were interviewed for the second study. The interview results showed that the advertisement with the cryptic-gay cues worked effectively in masking the cryptic-gay tones from the heterosexual sample, while positively influencing the gay/bisexual respondents. The concept showed how marketers can target subcultures through the use of cryptic cues, symbols and underlying messages, while avoiding alienation from the non-target market. To prove the effectiveness of cryptic marketing, factors important to subculture groups need to be incorporated while including the respondent types identified in study one; such as gay-intolerant, gay-indifferent, gay-friendly and the gay subculture. Consequently, the third and final research question addressed by this thesis was: How effective is cryptic marketing in improving brand perception in subculture markets without lowering brand perception among the non-target audience? The final study employed an experimental design with 400 online survey respondents from MTurk who were randomly assigned to one of three advertisement types: control, target- cryptic or target-specific. Respondents were also categorised into one of four respondent types, based on their “attitude towards gays” scores or if they identified themselves as gay/bisexual, at the end of the survey. Results showed cryptic marketing was validated with overall brand perception maintained with the non-target audience, while showing increased brand affect among the gay/bisexual respondents. iii Combined, the three mixed design studies provide an understanding that consumer behaviour is tied to their social identity and category, and that factors such as attitude, beliefs and values determine their perceptions toward subcultures. The results also revealed that through the use of cryptic marketing, it is possible to target subculture markets without encountering potential backlash. Study three quantitatively confirms the potential effectiveness of a cryptic marketing approach. Consequently, this research contributes to extending current understanding of marketing communication through the use of covert strategies, employing covert tactics on the non- target (wider) market, instead of the target (subculture) market. In addition, cryptic marketing can be applied to any other subculture or social group, whether based on religion, ethnicity, social status, stereotype or taboo. Overall, this thesis highlights the possibilities cryptic marketing can provide to brands, as new target subculture markets emerge, without risking the current customer base. Keywords: Marketing communication; Cryptic marketing; Subcultures; Gay subculture; Social identity theory; Social categorisation theory. iv Dedication To my family v Acknowledgement In my PhD journey, I have met many wonderful people who have guided me down the path of self discovery, wisdom and knowledge. There were plenty of ups and downs but I would not be the person I am today without them. I would like to acknowledge some of the people that were most influential along the way. First, I would like to express my special appreciation and thanks to my principal supervisor Professor Judy Drennan for her perseverance, compassion and support. You are my Glinda on the yellow brick road to Oz. I would also like to offer my sincere thanks to my associate supervisor Dr Clinton Weeks for his patience, support and knowledge. There has never been a better combination of advisors than these two amazing minds. I also had the great pleasure of working with a range of other researchers and support staff. I am very grateful to the expertise of Mr Ray Duplock from the computing unit at QUT for assistance with methodology. I owe thanks to Professor Gayle Kerr and Associate Professor Anne Pisarski for their insightful comments and feedback as panel chair and business school representative for my final seminar. Also to the eternal good guy Professor Greg Hearn and the ever charming Dr Jo Previte, thank you for always believing in me. I would also like to acknowledge the financial support provided to me by the School of Business and the School of Advertising, Marketing, and Public Relations, and specifically Professor Robina Xavier. Thank you for providing the opportunity to attend conference and participate in additional research training. Many thanks also go to my fellow PhD candidates, past and present, for their wise words and understanding. A special thank you to (soon to be Dr) Branko Koncarevic, Dr Joy Parkinson, (soon to be Dr) Ryan McAndrew and Rachel Sato. It has always been good to have someone to lean on and chat to. Also, a special mention to (soon to be Dr) Jane Fynes- Clinton. Thank you for all the kind words and encouragement, and always willing to meet for coffee to yak about life in general. I am also eternally grateful to friends and colleagues. Thank you to my friends Dr Shane Mathews and Dr Ian Weber, who always offered help and advice throughout my PhD. To vi my colleagues at the University of the Sunshine Coast, particularly Professor Joanne Scott, Associate Professor
Load more

Recommended publications
  • 'Perfect Fit': Industrial Strategies, Textual Negotiations and Celebrity
    ‘Perfect Fit’: Industrial Strategies, Textual Negotiations and Celebrity Culture in Fashion Television Helen Warner Submitted for the degree of Doctor of Philosophy (PhD) University of East Anglia School of Film and Television Studies Submitted July 2010 ©This copy of the thesis has been supplied on condition that anyone who consults it is understood to recognise that its copyright rests with the author and that no quotation from the thesis, nor any information derived therefrom, may be published without the author's prior, written consent. Helen Warner P a g e | 2 ABSTRACT According to the head of the American Costume Designers‟ Guild, Deborah Nadoolman Landis, fashion is emphatically „not costume‟. However, if this is the case, how do we approach costume in a television show like Sex and the City (1998-2004), which we know (via press articles and various other extra-textual materials) to be comprised of designer clothes? Once onscreen, are the clothes in Sex and the City to be interpreted as „costume‟, rather than „fashion‟? To be sure, it is important to tease out precise definitions of key terms, but to position fashion as the antithesis of costume is reductive. Landis‟ claim is based on the assumption that the purpose of costume is to tell a story. She thereby neglects to acknowledge that the audience may read certain costumes as fashion - which exists in a framework of discourses that can be located beyond the text. This is particularly relevant with regard to contemporary US television which, according to press reports, has witnessed an emergence of „fashion programming‟ - fictional programming with a narrative focus on fashion.
    [Show full text]
  • Australian Slang Dictionaryaustralian Slang Dictionary R4.17
    R4.17 AUSTRALIAN SLANG DICTIONARYAUSTRALIAN SLANG DICTIONARY R4.17 It wasn’t easy but we’ve tried to include uniquely Australian slang here and to exclude British and American slang even though these are commonly used in Australia. We see no point in informing the world that “fridge” is Australian slang for a “refrigerator”. © Koala Net 1997-2007 www.koala-net.com.au/australian-slang.htm A Ace! : Excellent! Very good! Aerial pingpong : Australian Rules football Amber fluid : beer Ambo : ambulance, ambulance driver Ankle biter : small child Apples, she’ll be : It’ll be all right Arvo : afternoon Aussie (pron. Ozzie) : Australian Aussie salute : brushing away flies with the hand Avos : avocados B B & S : Bachelors’ and Spinsters’ Ball - a very enjoyable party usually held in rural areas Back of Bourke : a very long way away Bail (somebody) up : to corner somebody physically Bail out : depart, usually angrily Banana bender : a person from Queensland Barbie : barbecue (noun) Barrack : to cheer on (football team etc.) Bastard : term of endearment Bathers : swimming costume Battler : someone working hard and only just making a living Beaut, beauty : great, fantastic Big-note oneself : brag, boast Bikkie : biscuit (also “it cost big bikkies” - it was expensive) Billabong : an ox-bow river or watering hole Billy : teapot. Container for boiling water. Bingle : motor vehicle accident Bities : biting insects Bitzer : mongrel dog (bits of this and bits of that) Bizzo : business (“mind your own bizzo”) Black Stump, beyond the : a long way away, the
    [Show full text]
  • Title of Dissertation
    SETTING UP CAMP: IDENTIFYING CAMP THROUGH THEME AND STRUCTURE A Dissertation Submitted to the Temple University Graduate Board In Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy By Michael T. Schuyler January, 2011 Examining Committee Members: Cornelius B. Pratt, Advisory Chair, Strategic Communication John A. Lent, Broadcasting, Telecommunications & Mass Media Paul Swann, Film & Media Arts Roberta Sloan, External Member, Theater i © Copyright 2010 by Michael T. Schuyler All Rights Reserved ii ABSTRACT Camp scholarship remains vague. While academics don’t shy away from writing about this form, most exemplify it more than define it. Some even refuse to define it altogether, arguing that any such attempt causes more problems than it solves. So, I ask the question, can we define camp via its structure, theme and character types? After all, we can do so for most other genres, such as the slasher film, the situation comedy or even the country song; therefore, if camp relies upon identifiable character types and proliferates the same theme repeatedly, then, it exists as a narrative system. In exploring this, I find that, as a narrative system, though, camp doesn’t add to the dominant discursive system. Rather, it exists in opposition to it, for camp disseminates the theme that those outside of heteronormativity and acceptability triumph not in spite of but because of what makes them “different,” “othered” or “marginalized.” Camp takes many forms. So, to demonstrate its reliance upon a certain structure, stock character types and a specific theme, I look at the overlaps between seemingly disperate examples of this phenomenon.
    [Show full text]
  • Exploring the Culture of Youth Homelessness in Melbourne
    HANGING OUT IN THE CONCRETE JUNGLE: EXPLORING THE CULTURE OF YOUTH HOMELESSNESS IN MELBOURNE Submitted By Jennifer L. Hill BSocSc(YthSt) (Hons) A thesis submitted in total fulfilment of the requirements of the degree of Master of Philosophy School of Arts and Sciences Faculty of Arts and Sciences Australian Catholic University Research Services Locked Bag 4115 Fitzroy Victoria 3065 I STATEMENT OF AUTHORSHIP AND SOURCES This thesis contains no material published elsewhere or extracted in whole or in part from a thesis by which I have qualified for or been awarded another degree or diploma. No parts of this thesis have been submitted towards the award of any other degree or diploma in any other tertiary institution. No other person’s work has been used without due acknowledgment in the main text of the thesis. All research procedures reported in the thesis received the approval of the Australian Catholic University Research Ethics Committee. Editorial assistance in the preparation of this thesis was obtained from Ms. R. Almond. Editorial services included proof reading the final draft of the thesis. Jennifer Hill ________________________ II ACKNOWLEDGEMENTS Hanging Out in the Concrete Jungle is the product of the generosity, input, patience and support of those who made this journey with me. Although I cannot divulge their true names, I wish to acknowledge and express my gratitude to the young people who contributed their time and invaluable insights to this research. It took a great deal of courage or ‘dash’ (as participants would say) to speak so openly about their lives and experiences. I feel honoured to have been entrusted with their stories and photographs that together shaped this thesis, I hope that my interpretation has done them justice.
    [Show full text]
  • A Typology of the Traditional Games of Australian Aboriginal and Torres Strait Islander Peoples
    A Typology of the Traditional Games of Australian Aboriginal and Torres Strait Islander Peoples Ken Edwards Author Ken Edwards has studied health and physical education, environmental science and sports history. He has taught health and physical education at both primary and secondary school level and has been a Head of Health and Physical Education at various schools. Ken completed a Ph.D. through UQ and has been an academic at QUT and Bond University and is now an Associate Professor in Sport, Health and Physical Education at USQ (Springfield Campus). Ken has had involvement in many sports as a player, coach and administrator. Wener ganbony tilletkerrin? What shall we play (at) first (Language of the Western people of Victoria) A Typology of the Traditional Games of Australian Aboriginal and Torres Strait Islander Peoples Ken Edwards Artwork by Aboriginal artist Maxine Zealey (of the Gureng Gureng people in Queensland). Copyright © 2012 by Ken Edwards. All rights are reserved. No portion of this book may be reproduced in any form or by any means without the written permission of the Copyright owner. ISBN 978-0-9872359-0-9 Paper size: 16.5cms X 23 cms Page printing for ebook: Scale to fit A4 Acknowledgements Great excitement existed amongst the players in this game, which was begun in this manner: each player had one of these toys in his hands, standing at a mark on the ground some 30 yards or 40 yards from the disc. The thrower standing on the mark would measure the distance with his eye, and turning round would walk some few yards to the rear, and suddenly turning to the front would run back to the mark, discharging his weitweit with great force at the disc.
    [Show full text]
  • Effeminacy and Expertise, Excess and Equality
    Effeminacy and Expertise, Excess and Equality: Gay Best Friends as Consumers and Commodities in Contemporary Television © Copyrighted Material Introduction: Selling and Buying the Gay Best Friend Chapter 7 In December 2003 Vanity Fair Heat Wave’. Featuring the stars of American series Will & Grace Queer Eye for the Straight Guy cover celebrated what seemed a milestone in mainstream media: at least nine gay-centric television shows in prime time, in a period of unprecedentedSusie Khamis and Anthony Lambert visibility for gay and lesbian characters and personalities. This was, to a certain extent, an unexpected side effect of the cultural focus on gay men after the spread of AIDS in the West in the 1980s: While the AIDS crisis claimed many lives, it served as a catalyst to open conversations about sexuality and gender that had heretofore been difficult if not impossible and, consequently, the turn of the millennium ushered in a newfound examination of what had been defined as ‘‘gay,’’ and perhaps not so positively, this queered space began to make ‘‘gay’’ a commodity. Interestingly, it would only be 10 years after the height of the AIDS crisis in America that magazine dedicated its front cover to ‘TV’s Gay © 2015 the number one television sit-com would highlight the lives of two ‘‘gay’’ men (2003–2007) and From Alison Hulme (ed.), Consumerismand two ‘‘straight’’on TV: Popularwomen (all whiteMedia and from‘‘upper-middle-class’’) the 1950s to in thea manner Present , published by Ashgate Publishing.that captured See: many http://www.ashgate.com/isbn/9781472447562 of the stereotypes historically associated with gays and the women who adore them (Poole, 2014: 280).
    [Show full text]
  • March 24, 1989 Edition
    March 24, 1989• Vol, 20, No. 12 750$ Outside of D.C./Baltimore Areas AM. THE GAY WEEKLY OF THE N N'S5C t i CAIN VAIrelP3511°T.M1,1„. RT.! V A• /11P7-. 16.7111 111 I I 111• II/ I ma III\ 11 MI Mb 1 MI I I MI Jill IL / — — Hill conservatives pummel two federa AIDS efforts Helms, Armstrong, Nickles OMB, at Dannemeyer's block action on extention request, halts funding of federal AZT subsidies for federal sex survey by Lisa M.Keen by Lou Chibbaro Jr. It was only the first volley in what is At the request of Rep. William Dan- expected to be a long war of wills in the nemeyer (R-Calif.), the federal Office of 101st Congress, but Senators Jesse Management and Budget (OMB) has Helms (R-N.C.), William Armstrong (R- blocked funding for a federal sex study Colo.), and Don Nickles (R-Okla.) won that calls for asking as many as 20,000 the first skirmish last week by blocking Americans intimate details of their sex action on a bill that would have sent $5 lives, including questions about whether million in AZT subsidies to financially they engage in Gay sex. strapped people with AIDS. C The study, expected to cost ap- The battleground was a bill introduced proximately $15 million, is sponsored by by Sen. Edward Kennedy (D-Mass.) to the National Institutes of Health and is give the.Department of Human Services being billed as a necessary step in the an additional six months in which to a government's efforts to prevent the award AZT subsidy money to state .1: spread of AIDS.
    [Show full text]
  • And Boundaries: a Perceptual Dialectology of Australian English
    ‘Bogans’ and Boundaries: A perceptual dialectology of Australian English by Madalyn B. Danielson … Undergraduate Honors Thesis NYU Department of Linguistics Spring 2014 1 ‘Bogans’ and Boundaries: A perceptual dialectology of Australian English by Madalyn B. Danielson Although linguistics is primarily centered on the study of language competence, Dennis Preston has put forth strong arguments for the legitimization of perceptual dialectology, or the study of “folk” perceptions of language, as a proper subfield of sociolinguistics. Traditionally, structuralists have regarded this subfield with criticism, as the study of nonlinguists’ perceptions of speech varieties was thought to have little to do with the objective, ‘scientific’ approach to language research. Yet Preston claims that the study of nonlinguists’ perception of language is a critical component of linguistics, as these views have often inspired and informed empirical research in the first place (1999:xxiv). Furthermore, folk perceptions of language can impact the production of language itself, as well as affect the larger processes of language change (Preston 1989:2). The present study is an undergraduate thesis inspired by Preston’s original research methods and Bucholtz et al.’s perceptual dialectology of California (2007, 2008). This paper examines the data collected from 85 surveys distributed primarily within Sydney, New South Wales that were designed to elicit Australians impressions and perceptions of variation in Australian English. The paper will explore what types of attitudes Australian English speakers have to their own language and how those attitudes manifest through overt and covert expression. Crucially, it has been generally recognized among linguists that Australian English (hereafter, AusE) is “remarkably” homogeneous when compared to other dialects of English (namely British and American English), regardless of regional distribution or 2 speakers’ social characteristics (e.g.
    [Show full text]
  • A Fair Dinkum Aussie Dictionary a Collection of Aussie Terms and Sayings
    A fair dinkum Aussie Dictionary A collection of Aussie terms and sayings “Mate, give this a burl!” “You little beauty! “Grouse!!” “Cripes, fire up the billy, pass me a bickie and cop a look at this.” A fair dinkum Aussie Dictionary A collection of Aussie terms and sayings “Whether you’re a bloke or a sheila, have a go at our Aussie lingo. In an arvo, you’ll be speaking like you’re from Down Under!” ustralian English is Many early Australianisms were Not included in this collection, While the terms which made justifiably notorious for its words taken over by or derived but something you are bound to it into this dictionary are as Acolourful and seemingly from the languages spoken by encounter at some point during Australian as meat pie, we’d have endless collection of slang terms Aboriginal tribes. Thus, words your stay, is the popular Aussie to have more hide than Ned Kelly and sayings. Some Australianisms such as boomerang, billabong, habit of nicknaming mates and to suggest that this is the last such as “she’ll be right, mate” kangaroo and cockatoo soon cobbers by embellishing the word on the matter. and “fair dinkum” are well known became part of the general endings of their first names with around the world, but these are language (lingo) spoken by all an “o”. Like all languages, Aussie English just the start. Australians. is growing and changing with the For example, if your name is David, times. And while you’ll be flat out Many a visitor to the land Down Australian place names of you may find yourself being called like a lizard drinking if you try to Under has been more than a Aboriginal origin can be another Davo; likewise, Stevens can expect make head or tail of all the local little mystified when told that source of amazement to to be called Stevo; and Johns to be lingo, this book will, hopefully, give it is his or her turn to “shout” newcomers – especially tongue- called Johnno.
    [Show full text]
  • 'Aussie Bloke': Gender, Class and Contextualizing a Hegemony Of
    Looking out for the ‘Aussie Bloke’: Gender, Class and Contextualizing a Hegemony of Working-Class Masculinities in Australia. Kirsty Whitman School of Humanities and Social Science Discipline of Gender Studies and Social Analysis (60%) and Politics (40%). Submitted for the degree of Doctor of Philosophy June 2013. Contents Abstract …..v Declaration ….. vi Acknowledgements ….. vii Introduction …..1 Contextualizing a Hegemony of Centralizing Working-Class Masculinity ….. 5 Gender and Legitimate Australian-ness ….. 10 Format and Structure ….. 12 Chapter 1: Theorizing the ‘Aussie Bloke’: Gender, Masculinities, Class and the Hegemony of Centralizing Working-Class Masculinities Introduction ….. 21 Gender and Masculinity ….. 23 Modern and Postmodern Accounts of Gender: Masculinity Theory, Sexuality and Discourse ….. 25 Masculinity/Masculinities: Debates and Clarifications ….. 28 Recognizing Variations and Fluidity: Multiple Masculinities ….. 33 Contextualizing Hegemonic Masculinity/Masculinities, Hegemony and Men ….. 37 Hegemony, Gender and Class ….. 46 Intersections of Class and Gender ….. 49 Class: Moving Beyond Economic Categories ….. 50 Theoretical Conclusions and Use of Terms ….. 61 Conclusion ….. 64 Chapter 2: It’s Not Just Something Working-Class Men Do: The Methodological Journey to a Discursive Approach to Centralizing Working-Class Masculinities Introduction ….. 67 Identifying as a Working-Class Woman ….. 70 Terminology: The Methodological Journey to Centralizing Working-Class Masculinity ….. 73 Qualitative Methodology and Feminist Research ….. 75 ii Critical Discourse and Textual Analysis ….. 78 Recruitment of Participants ….. 83 The Reflexive Standpoint of the Participants: Gender, Class and Mistrust of Academic Elites ….. 87 Gender as an Issue ….. 88 Culture and Class ….. 91 Telephone Interviews ….. 92 Question Choice ….. 95 Reading the Unsaid ….. 96 Changes in Scope and Methodology: The Eventual Structure of this Study ….
    [Show full text]
  • Redneck, Barbaric, Cashed up Bogan?I
    Environmental Humanities, 2, 2013, 43-56 www.environmentalhumanities.org ISSN: 2201-1919 ‘Redneck, Barbaric, Cashed up Bogan? I Don’t Think So’: Hunting and Nature in Australia1 Michael Adams Australian Centre for Cultural Environmental Research and Indigenous Studies Unit , University of Wollongong, Australia ABSTRACT Hunting is a controversial activity in Australia, and much debated in international research. Positions range from ‘the first hunters were the first humans’ to the ‘meat is murder’ argument. There is, however, very little research on non-Indigenous hunting in Australia, particularly on the social aspects, but also on biological and ecological issues. In contrast to a general lack of research on non-Indigenous hunting, there is extensive literature on Indigenous hunting. This paper reviews initial research exploring hunting participation and motivation in Australia, as a window into further understanding connections between humans, non-humans and place. My focus is on an analysis of hunting as cultural involvement in nature. Is it a cruel, archaic and redundant practice; or a respectful relationship between and among humans and non- humans which can reorient us to our emerging recombinant ecologies? “Outside Eden, eating means also killing, directly or indirectly, and killing well is an obligation akin to eating well.”2 My children and I sometimes hunt in the sea. We swim out from the coastal rock platform near where we live on the south coast of New South Wales, Australia and spear fish and harvest invertebrate animals. We add wild plants harvested on shore, and plants we have grown, to feed ourselves. We also hunt on land, at Cloud Range, a rural mountain country place we own, where we hunt rabbits and other animals and harvest wild plant foods.
    [Show full text]
  • La Construcción Televisiva De La Poblacion Migrante Mexicana En Eu
    BELLEZA, FEALDAD Y OTREDAD: LA CONSTRUCCIÓN TELEVISIVA DE LA POBLACION MIGRANTE MEXICANA EN E.U. A TRAVÉS DE UGLY BETTY. Tesis presentada por Sandra Leticia Murillo Sandoval para obtener el grado de MAESTRA EN ESTUDIOS SOCIOCULTURALES Tijuana, B. C., México 2010 CONSTANCIA DE APROBACIÓN Director de Tesis: Dr. Luis Escala Rabadán Aprobada por el Jurado Examinador: 1. 2. 3. DEDICATORIA Dedicar mi tesis es algo que he hecho en todo momento porque eso me ha dado fuerzas para terminarla. Dedico la tesis a mis personas especiales a las que adoro: A mis Padres. Porque sin su ayuda no habría aplicado a esta maestría, no hubiera podido desplazarme, no podría seguir adelante, superando metas y durmiendo tranquila. Gracias porque aún están aquí y han decidido apoyarme aunque me pare de cabeza. Porque me dejaron irme y regresar, por no decir NO, nunca, aunque eso implicara estar lejos de mí. Por obligarme a comer y regañarme cuando no salía del cuarto por culpa de los miles ensayos, lecturas, exámenes y trabajos que debía hacer o revisar. GRACIAS otra vez, en otra tesis, porque ni con todo el amor o el dinero del mundo podré pagar lo que soy o lo que pienso… LOS AMO… POR SIEMPRE… A CADA MOMENTO… A mi Hermano y su familia que es la mía. Por compartir conmigo y apoyarme, aunque por dentro estén seguros que pierdo tiempo y dinero. Gracias Iván y Susy porque durante este proyecto trajeron al mundo a la personita que más me ha gustado conocer durante este tiempo: IVANA. Porque me hizo saber que puedo dejar de hacer lo que sea (eso incluye dormir) por verla correr, destruir cosas y sonreír.
    [Show full text]