Encyclopedia of Communication Theory 2009
DOI: 10.4135/9781412959384.n27
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Axiology

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“…Netnography was used with the filmic content and to evaluate the online, social nature of let’s play s (Kozinets, 2015) in conjunction with semi-structured interviews (McCracken, 1988; Newton, 2010). Research drew on the prior experience and established access of one of the authors within the community as a participant observer of the focal phenomenon (Arneson, 2009; Schwandt, 1999). Access with this community is notoriously difficult, and hence the experience of one of the researchers was critical in generating data for this study.…”
Section: Methodsmentioning
confidence: 99%
“…Netnography was used with the filmic content and to evaluate the online, social nature of let’s play s (Kozinets, 2015) in conjunction with semi-structured interviews (McCracken, 1988; Newton, 2010). Research drew on the prior experience and established access of one of the authors within the community as a participant observer of the focal phenomenon (Arneson, 2009; Schwandt, 1999). Access with this community is notoriously difficult, and hence the experience of one of the researchers was critical in generating data for this study.…”
Section: Methodsmentioning
confidence: 99%
“…Philosophically, Holbrook's typology is based on the "theory of value" known as axiology. Axiology is a branch of philosophy that contemplates the nature of value and considers what "things" have value (Arneson, 2009). Often referred to as the "science of values", axiology sits alongside "metaphysics" (inquiry into existence) and "epistemology" (knowledge) and is, thus, considered one of the three most general philosophical sciences (Bahm, 1993).…”
Section: Models Of Consumer Valuementioning
confidence: 99%
“…Grü nberg (2000) argues that in modern society axiology is a term that best designates a general theory of value. In this sense, axiology is broadly concerned with all forms of value including the aesthetic value of beauty, the ethical value of good/bad and right/wrong and the epistemic value of truth, rationality and justification (Arneson, 2009;Hiles, 2008). Value types including "truth, utility, goodness, beauty, right conduct, and obligation", with a "direct focus on the purported value of matters such as human life, knowledge, wisdom, freedom, love, justice, self-fulfilment, and well-being" (Hiles, 2008, p. 2) are all covered within axiology.…”
Section: Models Of Consumer Valuementioning
confidence: 99%