DIGITALNA KULTURA KAO ISHODIŠTE SAVREMENOG MARKETINGA: S ONE STRANE ILUZIJE
DIGITAL CULTURE AS A MATRIX OF MODERN MARKETING: BEYOND THE ILLUSION

Summary/Abstract: The paper interprets the impact of the digital culture on society as a whole, with special focus on consumer society and a number of modern marketing strategies. The introduction presents some predictions regarding the development of new technologies in the forthcoming decades, and points to certain past inventions that directly or indirectly influenced the emergence and development of modern technologies and media. From the explanation of communication paradigm the authors proceed to the explanation of the changes in the information distribution and knowledge constitution. They also define the concept of digital culture and its development which, for its part, is parallel to the development of new technologies and media. Their explanation of consumerism as an almost omnipresent concept in everyday life underlines the important impact this trend has for the cultural habitat, for the democratization and assessibility of cultural contents it brings about go hand in hand with their inevitable pluralization and trivilization. In the concluding part of the paper the authors discuss a relatively new technology of QR codes, its emergnce and scope, its advantages and disadvantages. Its free use is highlighted as the most favourable for the further development of new marketing strategies. A description of some projects in this context facilitate the authors to provide for a more detailed explanation of the QR codes links with modern marketing.

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