%0 Book
%A Thomas Töppel
%D 2010
%C Hamburg, Deutschland
%I Diplom.de
%@ 9783836641036
%T The flash mob movements in London, UK
%B The perceptions and attitudes of participants and audience towards the urban movement in relation to the commercial use of this urban movement
%U https://m.diplom.de/document/227518
%X Inhaltsangabe:Abstract:  Flash mobs are an urban movement in which it seems that random people meet at a random place and do something out of the ordinary to amuse people as well as to make them think, ‘What just happened?’ They begin as a communication in cyberspace and end as participation in real life, and with the growing popularity of flash mobs, corporations are starting to use this urban movement for commercial purposes. This research seeks to understand the perceptions and attitudes of both participants and the audience of flash mobs and will also examine the impact that commercial use has on this movement. The research is divided into three parts.  The first part involves interviewing the audience of an actual flash mob organized by the author in London and will examine their perceptions towards the event they have just watched.  The second part involves a questionnaire sent out to the general public, including a video of a real flash mob and a video of a commercialized flash mob. This questionnaire is divided into two parts, whether the interviewee knows what a flash mob is or not.  The third part of the research involves interviewing the participants of the flash mob movement and examining their perceptions towards the commodification of the flash mobs by a corporation and the possible impacts of this commercialization on the urban movement.  The analysis shows that the majority of the interviewees can detect the commodification of the real flash mob and the agents see the possibility that the urban movement may become mainstream through the commercial use by corporations. Inhaltsverzeichnis:Table of Contents:  AbstractIII  Table of ContentsIV  List of Figures1  List of Appendices2  Introduction3  1.Literature Review5  Chapter Outline5  Flash mob5  The development of a flash mob6  Word-of-mouth7  Viral Marketing9  Online Communities11  Community Marketing12  Authenticity13  2.Research Methods17  Chapter outline17  Problem Statement19  Objectives of this research19  Defining the Research Method21  Philosophies23  Data analysis27  Limitations27  Ethics27  3.Empirical Findings & Analysis28  Chapter outline28  Audience survey28  General public survey29  General Public A29  General Public B42  Agent Survey54  4.Conclusion & Recommendations81  Chapter outline81  Conclusion81  Recommendations83  Future Research83  References List84  Appendices87 Textprobe:Text Sample:  Chapter 2, Philosophies:  This part of the ‘research onion’ consists of […]
%G Englisch