EXPLORING CULTURAL CONTEXT CONGRUENCY IN TELEVISION: A CONCEPTUAL FRAMEWORK FOR ASSESSING THE IMPACT OF MEDIA CONTEXT ON ADVERTISING EFFECTIVENESS IN AN EMERGING MARKET

Claire Grant, Arlene Bailey and Alphonso Ogbuehi
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Claire Grant: University of the West Indies, Jamaica
Arlene Bailey: University of the West Indies, Jamaica
Alphonso Ogbuehi: Clayton State University, USA

in ABEM Conference Proceedings from Academy of Business and Emerging Markets (ABEM), Canada, currently edited by Satyendra Singh

Abstract: This paper explores a perspective for further inquiry on how and where specific elements of media context impacts advertising effectiveness when placed in the television environment. The specific element of media context to be explored is that of the origin (local or foreign) of television programming. The setting to conduct the inquiry suggested is an example of a 21st century emerging market with a small open economy, the island state of Jamaica. The concept of cultural context congruence is introduced to develop a rationale for future research into how the cultural origin of television programming, whether it is local or foreign, has a bearing on advertising effectiveness based on programme and advertisement context congruency as decoded by audiences. Audience Attitude Theory and the Schema-Congruity Framework will be employed to help define the impact of the cultural context congruence on advertising effectiveness.

Keywords: CULTURAL CONTEXT; CONGRUENCY; TELEVISION; MEDIA CONTEXT; ADVERTISING EFFECTIVENESS; EMERGING MARKET (search for similar items in EconPapers)
Date: 2015
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