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The Assembled Advertisement and the Consumer

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Advertising in Contemporary Consumer Culture

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Abstract

This concluding chapter re-visits some of the key arguments presented throughout the text such as classical approaches to thinking about media forms no longer account for the nature of hybrid media artefacts or how they intersect in the convergent environment, that new ways of seeing the interpellations, articulations and intersections between convergent media forms are required and that assemblage thinking presents a relevant theoretical framework for evolving our understanding of the role of advertising in an era of convergence culture. Implications for theoretical development and the role of the consumer as an agent in assemblage are discussed.

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Authors and Affiliations

  1. The University of Notre Dame Australia, Sydney, Australia

    Hélène de Burgh-Woodman

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  1. Hélène de Burgh-Woodman
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de Burgh-Woodman, H. (2018). The Assembled Advertisement and the Consumer. In: Advertising in Contemporary Consumer Culture. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-77944-7_8

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