Post-Truth and Marketing Communication in Technological Age

Post-Truth and Marketing Communication in Technological Age

Manpreet Arora (Department of Commerce and Management, Himachal Pradesh Kendriya Vishvidyalye Business School, Central University of Himachal Pradesh, Dharamshala, India)
DOI: 10.4018/978-1-7998-0131-3.ch005

Abstract

The way by which the communication is done depends upon the purpose of the communication. The complex technology-driven environment is affected by a syndrome called post-truth. Post-truth scenario is marred with a situation where there are spread of lies, rumors, propaganda, and deceit. Human perception is distorted by the spread of lies and fake news. We struggle hard to decide whether any communication which we read, or listen to, or share is true or untrue. The strategic advancements aspired by any company are based more or less on the marketing tactics of the product or service. Many strategies of the organisations are based on the communicative interactions of the corporate world with the consumers. The era of post-truth is based on emotions, opinions, and distorted facts. False advertising tactics are hitting the emotions and sentiments of the public at large. Many social media players in the move to curb the menace of false news, misinformation, and false advertisements have opted for a voluntary code of ethics.This chapter analyses the marketing communication in the era of post-truth.
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Communication, Technology, And Post- Truth

Communication: a process of creating, exchanging and receiving information, messages, and ideas, etc in order to influence or get a response from someone. Communication Technologies include all equipment and programs that are used to process and communicate information Every communication channel or each communication we do in our daily lives has its own dimensions and on different occasions, we require different types of communication. The way by which communication is done depends upon the purpose of the communication. It can be done verbally or non-verbally also. Firstly, we need to decide what will we communicate? We can communicate through various languages, expressions of languages, a mix of languages, of course, smiley’s these days, jargons, local dialects, and buzzwords but how well the words are used plays an important role in it. Therefore, the choice and use of appropriate words in a particular situation determine the efficiency of the individual and the effectiveness of the communication. Gone are the days when sender and receiver were identified, and few types of identified noise played a role in distorting the communication.

Key Terms in this Chapter

Fake News: Refers to nontruthful information, false news, hoax news, false information, or propaganda published under the guise of being authentic news and mostly spread out using a range of media including social media with some ulterior motives and sometimes for the sake of fun, or influencing others opinions.

Digital Platforms: Are internet and web-based virtual spaces that are based on some kind of unique business models in order to exchange, information, knowledge, goods, ideas, or services, etc, either with financial or nonfinancial returns, Eg Google search engine, Facebook, Spotify, Youtube, Apple store, Amazon market place, Uber, Apple/Google Pay, etc.

Advertisements: A paid form of communication that employees a range of media channels to send out an open, non-personal message to inform, persuade, and influence users of a product, idea, service, or place or person.

Post-Truth: It relates or demonstrates those circumstances where the objective facts are not important or worth enough for shaping public opinion and appeals to emotion or personal beliefs play an important role than the objective analysis.

Communication Technologies: Also known as information technology and communication, refers to all equipment and programs that are used to process and communicate information.

Communication: A process of creating, exchanging and receiving information, messages, and ideas, etc. in order to influence or get a response from someone.

Political Promotions: A range of the communications models and methods used to influence a political debate, and ultimately voters to vote in favor of a case or a political party, etc.

Social Media Marketing: A process of marketing promotion and communication that makes use of Web 2.0 or higher level internet technologies and a range of social media platforms to raise the visibility, and promote a brand, product, idea, service or a person or an organization by building social networks, and for exchanging ideas and knowledge. It may use, audio, videos, wikis, blogs, photo sharing, news, message boards, and posts on social networking platforms to reach a large or targeted audience.

Social media: Social media are Web2.0-based e-platforms that employ web-based technologies and mobile technology to create highly interactive platforms via which individuals and communities share, co-create, discuss, and modify user-generated content in order to identify, convert, share, show presence, and build relationships, reputation, and communities.

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