2022年的中国市场营销国际学术年会（CMIC 2022），我们很荣幸的邀请到了Ashlee Humphreys。Ashlee Humphreys教授是一名社会学家，研究消费者行为和营销战略的核心议题。她研究机构在市场中的作用，以及语言对消费者合法性判断和更广泛的合法化过程的影响。她是《Social Media: Enduring Principles (Oxford UP 2016)的作者。她的作品发表在Journal of Marketing Journal of Consumer Research和Journal of Marketing Research上。她担任Journal of Marketing 和Journal of Consumer Research的副编辑。

本次会议她将为我们带来题目为“所有适合资本化的新闻：个人品牌和网络新闻领域的市场创造动力”的主旨演讲。让我们期待Ashlee Humphreys的精彩报告吧！

演讲时间： 8月17日 09:00 a.m. -10:00 a.m.（北京时间）

演讲者：Ashlee Humphreys

主旨演讲预告 

ALL THE NEWS THAT’S FIT TO CAPITALIZE: Person Brands and the Dynamics of Market Creation in the Field of Online Journalism

Ashlee Humphreys, Northwestern University

Gillian Brooks, Kings College, London

ABSTRACT

How do person-brands shape a market? Based on ethnography and content analysis of three early entrants in the field of online journalism—Breitbart.com, The DrudgeReport and The Huffington Post—we examine the role of person brands in imprinting many of the market’s early norms, values, and practices. We find that person-brands shape markets by developing oppositional identities within a cultural field. Person brands then use these identities to build status by leveraging resonant and activist audiences to support the brand and its latent ideology or set of values.  While prior research in marketing has evaluated the effect of person brands on established fields (Parmentier et al 2012; Fournier and Eckhardt 2019) and explored consumer attachment to person-brands (Thomson 2008), it has not looked at the ways in which person-brands and the audiences they lead can shape emerging fields, despite their important and profound effects in imprinting and establishing norms, values, and practices in a new field.

所有适合资本化的新闻：个人品牌和网络新闻领域的市场创造动力

Ashlee Humphreys, 西北大学

Gillian Brooks, 伦敦国王学院

摘要

人格品牌是如何塑造一个市场的？基于对网络新闻领域三个早期进入者--Preitbart.com、The Drudge Report和The Huffington Post的人种学和内容分析，我们研究了人物品牌在印证市场早期规范、价值和实践中的作用。我们发现，个人品牌通过在文化领域中发展对立的身份来塑造市场。人格品牌然后利用这些身份来建立地位，利用有共鸣的和积极的受众来支持品牌和其潜在的意识形态或一套价值观。虽然之前的营销研究已经评估了人称品牌对既定领域的影响（Parmentier et al 2012; Fournier and Eckhardt 2019），并探讨了消费者对人称品牌的依恋（Thomson 2008），但它并没有研究人称品牌和他们领导的受众如何塑造新兴领域，尽管他们在新领域的规范、价值和实践中有着重要而深刻的影响。