Advertising needs to connect Human and Non-human

Advertisement
Name:
Institution:
Course code:
Date:
Advertisement is how organizations look to interact with their customer base, both current and potential. It is designed to exist as a contact point that connects an observer to a brand, message, product, idea, or possible solution. The communication can be subtle to trigger a subconscious wanting and desires one's mind. It can also be bold and fuel a conscious passion. Therefore, for successful campaigns, there needs to be a level of connectedness and planning. Furthermore, efficient planning relies on knowledge-funded insights and a bit of intuition. This involves adequate research on who the audience is geared to and how the message can be integrated into multiple media platforms. This essay analyzes why advertising needs to connect human and nonhuman actants to create an impactful experience.
There is VR, AR, and widespread use of digital and non-digital analog in the current age. Cutting-edge technology such as virtual reality has opened unforeseen possibilities that increase impressions' quality to an audience. These advancements have been made with consideration to human and nonhuman actants. Actants are described as people, creatures, or objects playing an active set of roles. The first form of distinction between the human and nonhuman actants was done by Michel Callon, Bruno Latour, and John Law in the early 1980s giving birth to the Actor-Network-Theory. It offers the concept of network and connections as an on-going forming-shifting-reforming entity influenced by actants.
Consequently, human actants refer to humans that actively play a part in the supply chain motion, starting from conceptualizing a product, production, and creation of a campaign. Nonhuman actants refer to objects that influence the success of any advertisement campaign. An object, in this case, refers to any non-individual entity.
Actor-Network Theory proposes that human and nonhuman actants are equally capable of influencing social-ecological systems by actively enacting relations and enrolling other actors. It is mainly known for its use in the social sciences until its most recent marketing and consumption research involvement. This theory's contribution is its ability to analyze human relationships, interactions, and trajectories, which is valuable information for marketing persons. Technology has provided necessary advertisement entities with opportunities and means to communicate with the audiences. Websites, social media, television, audio, and video distribution platforms give consumers outlets to consume content. Therefore, it has become easier to curate what content is widespread and what people are interested in. The data is helpful for any organization looking to resonate with a specific audience. It is not only that there are increased number of platforms; instead, the clarity of audience has provided marketers with an in-depth knowledge of the people consuming said content.
When a society is stable, consumption is always at an all-time high. For instance, after notable world wars, some of the vehicle manufacturing industry saw a rise due to the ambiance of optimism the end of the war brought. The same trend is seen in modern-day consumption, and marketers are using every possible avenue to connect with a society willing to spend. However, what happens when society is faced with vulnerabilities and uncertainties? Resilience thinking is an approach that investigates how people's interactions and nature can be managed in the face of disturbances, surprises, and suspense. It provides a blueprint to how the capacity of a social-ecological system (S.E.S.) can be addressed. Social science theory informs this assessment by providing more information on human participation and interactions within the structures. A.N.T. also focuses on such relationships where the agents influence the shape of relationships.
The development of sociology or social cognitive theories is based on humans' abilities to act and change a state of affairs within society. This thinking direction suggests that adaptive community capacity requires social relations and synergy between members of society. Collective agency, resilience thinking, can be considered an emergent group property forged by individuals' collaboration and interaction. However, a joint agency can manifest itself in society. Does the same logic hold human-nature relationships CITATION Ang14 \l 1033 (Dwiartama & Rosin, 2014)? Can the relationship between humans and their nonhuman surroundings influence limiting or enhancing human decisions? A.N.T. assumes that an agency will manifest itself only when actors relate with each other. With this frame of thinking, material objects and humans actants similarly exert agency.
Actants are constantly influencing change in networks by positioning themselves in different changing roles. The rigidity of a social structure is dependent on how the actants interact with each other to help in resilient thinking. ThrouANT's review, the agency is separated from forms of human intentionality CITATION Bra18 \l 1033 (Braga & Suarez, 2018). The agent is considered as something capable of modifying the state of affairs and makes a difference. This aspect argues that it's not the intentionality that matters rather how the intentionality is shaped with being allowed, encouraged, blocked, rendered possible. Such type of sifting in the perspective of intentionality has allowed some agents to have the ability to influence human behavior. For instance, foodstuffs such as dietary fat, vegetables, and alcohol nonhuman actants; however, they are capable of affecting the mood and cognitive abilities of individuals.
Resilience and Human Intentionality.
14 August 2003 was just another typical day in the eastern part of the United States and Canada. It was a summer day that was relatively hot, but activities were unfolding as usual in the country. The nation was also close to commemorating the first anniversary of the 9/11 terrorist attacks. Homeland security was also recently formed and not yet hit one year of operation. Other national issues were the war in Iraq, which began five months earlier, and Homeland Security placed as the principal Federal official to deal with and manage domestic incidents. Despite an average outlook of things and human behavior, the country was inwardly in turmoil. There were increased levels of tensions that some type of threat is imminent from internal or external forces. Just the day before, citizens received travel warnings from the department of state. This was based on credible information that Western aviation was a target of a terrorism conspiracy plan. Earlier that week, computers were attacked by the" Blast" worm, a virus that closely followed a cyber-attack in January. The "Slamm" cyber-attack managed to crash the computers of FirstEnergy's Davis-Besse nuclear power plant outside Toledo, Ohio. At the moment, the nation was anxious, disorganized, and at war at home and abroad.
The resiliency thinking in the United States was fragile at this point. Therefore, any form of uncertainty will panic, with the citizens looking forward to the wor...