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The purpose of the project is to understand how the media through which we experience advertising is influencing the way we interpret advertising.
The theoretical lens is media context, which describes the context in which advertising is placed and how the context in multiple ways influence the reception process. The dissertation will apply the methodological tradition of qualitative reception analysis to study the quantitatively dominated media context field.
The dissertation’s empirical focus is split between the general usage of media to explore what constitutes the mediums context and how it comes to be, and campaigns placed in different media to understand how the media is part of our reception process from the consumers perspective and in turn how this influences the thoughts behind cross platform marketing.