Titlebook: Brand Machines, Sensory Media and Calculative Culture; Sven Brodmerkel,Nicholas Carah Book 2016 The Editor(s) (if applicable) and The Auth

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Instructions: Producing Participation,singly characterised by the incorporation of audience participation into its mode of operation. The chapter features a rich account of the ways the participatory media environment has affected advertising practitioners’ notions of creativity and consumer agency. It then identifies and describes the

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Impulses: Engineering Behaviour,requirements of the participation paradigm described in Chapter 2. The chapter argues that the advertising industry uses central claims made by the neurosciences and behavioural economics regarding humans’ inherently cognitively flawed nature for simultaneously promoting advertising as a valuable ‘u

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Infrastructure: Orchestrating Action,ands. It advances the literature on branding, brand value creation and audience labour by illustrating how this emerging mode of branding makes the participating audience productive beyond just performing the ‘work of watching’ or making themselves available for surveillance (‘the work of being watc

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ng a new sensory as well as techno-cultural environment, is This study argues that the defining feature of contemporary advertising is the interconnectedness between consumer participation and calculative media platforms. It critically investigates how audience participation unfolds in an algorithmi

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https://doi.org/10.1007/978-3-662-54231-6t do not so much rely on the audience believing in certain representations and ideological appeals. Rather, brands create value by governing technological infrastructures that allow for the observation, modulation and calculative calibration of action.

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