Digital Network Marketing and its Postcolonial Discourses in the Political Economy of Reading: Exploring 'Literary' Sites in Cyberspace Cultural Studies
Abstract
This paper set out to rethink digital networking as a strategic discourse from which to expand the prospects of a critical model of cultural studies in ICT marketing consultancy. Drawing insights from critical theory and starting from the premise that the digital network strategy is not inclusive enough of businesses, communities and individuals, as it ought to be, the paper proposes a new 'literary' and cultural model that incorporates the media of the commons, political engagement, upliftment of societal standards of living, brand culture and language appropriation. It illustrates this critical 'literary' and cultural model by drawing from network platforms like Linkedin, Myspace, Facebook, Youtube Twitter, blogging, Google+, Instagram, Pinterest, Podcasting, Snapchat Tumblr, Blog spot, and Wordpress. In order to re-embed the postcolonial 'literary' context in digital networking and show the perspectives of the network platform as a potentially emancipative metanarrative, it takes inspiration from case examples of studies of democracy in the Arab spring, electoral politics in African countries like Zimbabwe and Kenya, the Mexican food chain Chipotle, the film industry and companies like Apple.
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