IDEAS home Printed from https://ideas.repec.org/a/sol/spaper/2013-267649.html

Democratization or Vulgarization - The Impact of Facebook on Cultural Capital

Author

Listed:
  • Carmela Milano
  • Sandra Rothenberger

Abstract

This paper investigates the impact of Facebook on cultural audience, putting the emphasis on the transmission of cultural capital in elitist circles. Our purpose is to provide important evidence concerning the digital opportunities and challenges for the use of social networks in cultural management. Based on an exploratory study, we look closely at the attitudes and reactions of cultural audience to the use of Facebook by theaters. We focus hereby on the democratization (acceptance) or the vulgarization (rejection) effects of the use of Facebook. We conclude that demographics and psychographics such as the generational effect and the personalities of the influence “the acceptance”, while environmental factors such as peer and media influence “the rejection” of the use of Facebook. The present findings help cultural institutions to have a better understanding of the profile of the actual theater audience, their needs, desires and fears.

Suggested Citation

  • Carmela Milano & Sandra Rothenberger, 2018. "Democratization or Vulgarization - The Impact of Facebook on Cultural Capital," Post-Print CEB, ULB -- Universite Libre de Bruxelles, vol. 5(1), pages 129-144, February.
    • Handle: RePEc:sol:spaper:2013/267649
    as

    Download full text from publisher

    File URL: https://dipot.ulb.ac.be/dspace/bitstream/2013/267649/3/CEBPostprint003.pdf
    File Function: Œuvre complète ou partie de l'œuvre
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kristine de Valck & Roberts V. Kozinets & Andrea C. Wojnicki & Sarah J.S. Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
    2. Robert V. Kozinets, 2008. "Technology/Ideology: How Ideological Fields Influence Consumers' Technology Narratives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 865-881, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Carmela Milano & Sandra Rothenberger, 2018. "Democratization or Vulgarization - The Impact of Facebook on Cultural Capital," Working Papers CEB 18-011, ULB -- Universite Libre de Bruxelles.
    2. Yang, Shuyu & Waverley, Jack, 2026. "Influencing differently: how Chinese male beauty influencers develop influencer marketing beyond Silicon Valley," Journal of Business Research, Elsevier, vol. 214(C).
    3. Carmela Milano, 2015. "Democratization or else vulgarization of cultural capital? The role of social networks in theater’s audience behavior," Working Papers CEB 15-004, ULB -- Universite Libre de Bruxelles.
    4. Rydén, Pernille & Ringberg, Torsten & Wilke, Ricky, 2015. "How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 1-16.
    5. Inyoung Chae & Andrew T. Stephen & Yakov Bart & Dai Yao, 2017. "Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns," Marketing Science, INFORMS, vol. 36(1), pages 89-104, January.
    6. Yadav, Manjit S. & de Valck, Kristine & Hennig-Thurau, Thorsten & Hoffman, Donna L. & Spann, Martin, 2013. "Social Commerce: A Contingency Framework for Assessing Marketing Potential," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 311-323.
    7. Payal Mohitkumar Trivedi & Falguni Vasavada-Oza & Rajneesh Krishna, 2023. "Tell Me a Story! Antecedents to Purchase of Handloom Products in India," Global Business Review, International Management Institute, vol. 24(4), pages 704-720, August.
    8. Gerrath, Maximilian H.E.E. & Usrey, Bryan, 2021. "The impact of influencer motives and commonness perceptions on follower reactions toward incentivized reviews," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 531-548.
    9. Kübler, Raoul V. & Manke, Kai & Pauwels, Koen, 2025. "I like, I share, I vote: Mapping the dynamic system of political marketing," Journal of Business Research, Elsevier, vol. 186(C).
    10. Soyoung An & Li Jiang & Thomas Eck, 2026. "Are dark tourism experiences memorable? Examining mindfulness and memorable tourism experiences in dark tourism," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 13(1), pages 1-14, December.
    11. Wang, Kai-Yu & Ting, I-Hsien & Wu, Hui-Ju, 2013. "Discovering interest groups for marketing in virtual communities: An integrated approach," Journal of Business Research, Elsevier, vol. 66(9), pages 1360-1366.
    12. Maise Soares Pereira & Ivan Lapuente Garrido & Celso Augusto de Matos, 2015. "Firm-Created Word-of-Mouth Recommendation: is it Also Worthwhile?," Brazilian Business Review, Fucape Business School, vol. 12(3), pages 91-118, May.
    13. Yap, Kenneth B. & Soetarto, Budi & Sweeney, Jillian C., 2013. "The relationship between electronic word-of-mouth motivations and message characteristics: The sender’s perspective," Australasian marketing journal, Elsevier, vol. 21(1), pages 66-74.
    14. Kozinets, Robert V., 2019. "YouTube utopianism: Social media profanation and the clicktivism of capitalist critique," Journal of Business Research, Elsevier, vol. 98(C), pages 65-81.
    15. Lena Steinhoff & Denni Arli & Scott Weaven & Irina V. Kozlenkova, 2019. "Online relationship marketing," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 369-393, May.
    16. Lena Cavusoglu & Melike Demirbag‐Kaplan, 2025. "Unraveling the Threads of Marketplace Diversity," Journal of Consumer Affairs, Wiley Blackwell, vol. 59(1), March.
    17. Christophe Alaux & Laura Carmouze & Vincent Mabillard & Martial Pasquier, 2024. "Place Attractiveness and Image. A research agenda," Post-Print hal-04667643, HAL.
    18. Zheng Shen, 2024. "Shall brands create their own virtual influencers? A comprehensive study of 33 virtual influencers on Instagram," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    19. Nguyen, Hang T. & Chaudhuri, Malika, 2019. "Making new products go viral and succeed," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 39-62.
    20. Eyal Eckhaus & Zachary Sheaffer, 2018. "Managerial hubris detection: the case of Enron," Risk Management, Palgrave Macmillan, vol. 20(4), pages 304-325, November.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • D23 - Microeconomics - - Production and Organizations - - - Organizational Behavior; Transaction Costs; Property Rights
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sol:spaper:2013/267649. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Benoit Pauwels (email available below). General contact details of provider: https://edirc.repec.org/data/cebulbe.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.