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  • Cultural Capital, Woody Allen and The Diffusion Curve

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    Cultural capital refers to socially rare skills, knowledge, tastes and dispositions that are acquired through upbringing and education. It involves different types of capital like economic, cultural and social capital that people compete for status. Cultural capital is embodied in tastes, knowledge and cultural goods that are consumed to gain respect from others. Those with cultural capital are perceived as having good taste and we learn from them what is appropriate to desire. Marketers can potentially manipulate the diffusion of cultural capital and opinions by targeting early adopters and opinion leaders to spread their products.

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    Cultural Capital, Woody Allen and the Diffusion Curve

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    Cultural capital refers to socially rare skills, knowledge, tastes and dispositions that are acquired through upbringing and education. It involves different types of capital like economic, cultural and social capital that people compete for status. Cultural capital is embodied in tastes, knowledge and cultural goods that are consumed to gain respect from others. Those with cultural capital are perceived as having good taste and we learn from them what is appropriate to desire. Marketers can potentially manipulate the diffusion of cultural capital and opinions by targeting early adopters and opinion leaders to spread their products.

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    23 views10 pages

    Cultural Capital, Woody Allen and The Diffusion Curve

    Uploaded by

    skatface
    Cultural capital refers to socially rare skills, knowledge, tastes and dispositions that are acquired through upbringing and education. It involves different types of capital like economic, cultural and social capital that people compete for status. Cultural capital is embodied in tastes, knowledge and cultural goods that are consumed to gain respect from others. Those with cultural capital are perceived as having good taste and we learn from them what is appropriate to desire. Marketers can potentially manipulate the diffusion of cultural capital and opinions by targeting early adopters and opinion leaders to spread their products.

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    of 10

    Woody Allen PES OF CAPIT d diffu ion of inno!

    #8: Cultural capital,

    ac$%round of &ourdieu'

    fe concei!ed a a (ultidi( %a(e, in!ol!in% ) different apital to co(pete for tatu


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    u' pro+ect in distinction ,-.8/0 e for( of capital 1or$ in con

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    Cultural capital i ta te, and

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    "a#itu ':

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    "e(e of perception, t"ou%"t and ction 1"ic" $eep t"in% con tant'

    (ean of $no1in%, "andlin% and =ealin% 1it" t"e 1orld'

    for(ed in ociali<ation7cla We cannot %et rid of t"e pa t our ta te are etc"ed in t"e #o

    W"at "a t"i %ot to do > a (ar$eter


    T"o e 1it" cultural capital are percei!ed a "a!in% 4%ood ta te', 4cool', etc* T"e e are people 1"o 1e learn 1"at i appropriate to de ire and 1"at t"in% to li$e and de ire T"e i(plication: our de ire i ne!er really our o1n, #ut i al1ay ocially8oriented* We learn 1"at to de ire fro( ot"er people* So, how can we identify these people who we learn what/how to desire?

    fu ion 6 cultural cap

    on, cultural capital and (ar


    If de ire i learned fro( ot"er and people co(pete for tatu , t"en "o1 can 1e (anipulate t"e diffu ion cur!e2 ?opinion for(er , tyle leader , ta te8(a$er @ Can 1e u e t"i in our e%(entation, tar%et And po itionin%2 Which people are the most attractive to target so your product/service has the greatest change of spreading? Who do you not want using your products?

    a$e ure you're %ettin% it" your (ar$etin% pla

    BeCt 1ee$: eCit trate%

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