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The Groucho Marx Dilemma in Media Branding: Audience as Part and Signal of Media Brands

In: Handbook of Media Branding

Author

Listed:
  • Helmut Scherer

    (Hanover University of Music, Drama and Media)

Abstract

This chapter deals with the idea that a target group evaluates the media on the basis of their respective users. It is important for the recipients to know about their fellows. They want to identify with them; they do not want a possibly negative user image to reflect on themselves. Thus, users become an integral part of a media brand. This assumption is based on three theoretical approaches: social distinction, impression management and social identity. A literature overview shows that media use represents a means of social distinction and that other persons are judged on the basis of their media use. These results in the following implications for media branding: Media companies should try to control their audience’s image of their media brands. A marketing strategy that is very blatantly focused on a large range may be risky because it endangers the exclusivity of the media brand and its potential for distinction.

Suggested Citation

  • Helmut Scherer, 2015. "The Groucho Marx Dilemma in Media Branding: Audience as Part and Signal of Media Brands," Springer Books, in: Gabriele Siegert & Kati Förster & Sylvia M. Chan-Olmsted & Mart Ots (ed.), Handbook of Media Branding, edition 127, pages 269-279, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-18236-0_18
    DOI: 10.1007/978-3-319-18236-0_18
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