This paper contributes to critical voices on the issue of strategic communication. It does so by exploring how an organisation can seize the moment of serendipity based on careful preparation of its issues management and communication channels. The focus of the study is the media coverage of -and communicative responses to -Kopenhagen Fur's campaign The World's Best -but not perfect in both broadcast media (e.g. print and television) and social media, more specifically Facebook. Through understanding how an organisation can plan for and take advantage of the unpredictable through state-of-the-art knowledge and in-depth understanding of the affordances of different communication channels, we discuss the importance of establishing opportunities for serendipity in strategic communication planning. The contribution of the paper is to develop the concept of strategic serendipity and show how organisations as communicative actors can take advantage of the serendipity afforded by other actors' campaigns when advocating and campaigning.
This chapter argues that marketing naively adopts gender theories from other fields that perpetuate outdated stereotypes. This is demonstrated by means of an existing example that shows how Jung’s archetypes leads to sexist advertising practices. The authors argue that a similar process will happen within consumption studies’ borrowing of evolutionary psychology. To counter this process, the authors suggest that researchers and educators need to interrupt the inertia of the wheel of marketing knowledge by applying more critical perspectives; adopting theories from other fields including the critical perspectives from these fields; publishing more studies on gender in marketing; learning from practitioners when they attempt to promote new perspectives on gender; and finally updating gender perspectives in textbooks to better educate future marketers and avoid propagation of outdated and negative stereotypes of gender.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.