Insights for media

Our expertise on consumer culture is both relevant and topical, helping you understand consumer culture for insightful short and long-term media advice.

Our expertise on consumer culture can provide you with sound knowledge and relevant discussions on various topics.

From sustainability to the sharing economy, misrepresentation in advertising and more, our research has used techniques to not only unearth how and why consumers behave in a particular way but to prescribe insightful approaches and commentary for various media.  

We are also more than happy to talk about our research in detail and have been interviewed and quoted in many newspapers, magazines, online publications and more.  

To discuss any media opportunities, please contact Dr Lauren Gurrieri.

Media case study: Getting attention at any cost and negative societal impacts

Situation

Controversial advertising can offend consumers and affect sales and brand perception. The wider societal impact is often ignored. We researched how controversial advertising, specifically violent representations of women, transgressed the taboo of gender-based violence and shaped judgements about women and wider societal relations.    

Approach

The research study encompassed a visual analysis of women in five violent advertising campaigns and a critical analysis of the defensive statements provided by the advertisers after the public outrage generated
by the campaigns.

Findings

While marketers seek to defend their campaigns by subverting interpretations, making authority claims or denying responsibility – advertisers must understand their ethical responsibilities in producing controversial advertisements, especially those which undermine the status of women.

If they don’t, they contravene the right of women to be portrayed in manner that respects their safety and works against the existing broader efforts of legislation, the media and social marketing campaigns to combat violence against women.

Subsequently, we conducted a radio interview with the ABC and an article about the findings was published on theconversation.com reaching 13,917 readers, with 48 comments, 219 tweets, 702 Facebook shares and 78 linked in shares.

See the RMIT Research Repository for more information about this study.

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Acknowledgement of country

RMIT University acknowledges the people of the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nations on whose unceded lands we conduct the business of the University. RMIT University respectfully acknowledges their Ancestors and Elders, past and present. RMIT also acknowledges the Traditional Custodians and their Ancestors of the lands and waters across Australia where we conduct our business.

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