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What is Symbolic Interactionism

Chapter 4
The Role of Language and Symbols in Promotional Strategies and Marketing Schemes
Understanding gender development among other things through communication. As a case in point, when young girls are told to “dress like a woman” or boys are told “men don’t cry,” they learn gender disparities through communication or active interaction.
Published in Chapter:
Contemporary Indian Television Commercials: An Exposition or Creation of Values?
Aishwarya Narayan (Symbiosis School of Economics, Symbiosis International (Deemed University), India) and Sushma Nayak (Symbiosis School of Economics, Symbiosis International (Deemed University), India)
Copyright: © 2019 |Pages: 19
DOI: 10.4018/978-1-5225-5778-4.ch004
Abstract
The famous ‘cultivation' theory proposed by Professor George Gerbner suggests that people are influenced by jingles and catchlines, and a good deal of their conceptions of social reality depends on their exposure to television. The impact of incessant exposure to similar messages engenders cultivation, or the consolidation of a persistent conception, conventional roles and pooled standards, often involuntarily. The present study intends to explore cultivation theory by considering Indian commercials aired on television since 2001 till date and by critically examining and exploring marketing strategies employed by companies from the standpoint of gender-based portrayals and their consequent impact. The conclusion is that assigning particular traits to genders only restricts individuals from choosing who they want to be. It creates boxed expectations, and judges those who step outside them. Gender roles are nothing but an unrealistic expectation, which limits people from being their true selves, an aspect that needs realization by marketers.
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Chapter 4
The Language of Technoself: Storytelling, Symbolic Interactionism, and Online Identity
SI is a sociological theory that emphasizes the role of communication to generate subjective meanings. Meaning is the product of social interactions, which always depend on social norms. Meanings are then renegotiated in different contexts through individual interpretive processes.
Published in Chapter: The Language of Technoself: Storytelling, Symbolic Interactionism, and Online Identity; From: Handbook of Research on Technoself: Identity in a Technological Society
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Chapter 2
Adapting the Structurationist View of Technology for Studies at the Community/Societal Levels
Represents a major sociological perspective derived from American pragmatism and particularly from the work of George Mead, who argued that people’s selves are social products, but that these selves are also purposive and creative.
Published in Chapter: Adapting the Structurationist View of Technology for Studies at the Community/Societal Levels; From: Handbook of Research on Contemporary Theoretical Models in Information Systems
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Chapter 5
Pervasive Technologies and Addiction: How Workaholics Construct Boundaries for Recovery in a Digital Era
A theory exploring how individuals interact through the use of symbols, particularly but not limited to language, to create meaning.
Published in Chapter: Pervasive Technologies and Addiction: How Workaholics Construct Boundaries for Recovery in a Digital Era; From: Maintaining Social Well-Being and Meaningful Work in a Highly Automated Job Market
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Chapter 29
RESCUE: Improving Students’ Retention through Successful Relations at School
It is a microsociological theory laying stress on the creation of meanings in life and human actions, underlining the pluralistic nature of society, the social and cultural relativism of ethical/social norms and rules, as well as the vision of oneself as socially structured. It mainly deals with the social interaction taking place in everyday life.
Published in Chapter: RESCUE: Improving Students’ Retention through Successful Relations at School; From: Handbook of Research on Didactic Strategies and Technologies for Education: Incorporating Advancements
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