Marketing creating hedonistic consumers

Marketing creating hedonistic consumers Within the academic and the marketing world it is recognised that there is debate on what role the discipline of marketing plays in the creation of hedonistic consumers. The most extreme debates come from those who hold opposing views. This paper will look at some of these polarised views and perspectives in regard to consumer behaviour and will argue that marketing has not created hedonistic consumers that such a stance does not allow for the complexities of human behaviour and motivations and does not take account of the dynamic nature of consumer society. We agree there are associations and parallels in the development of both consumerism and marketing but there is no evidence to prove cause and effect. According to Armstrong et al (2009, p8), wants are the form human needs take as they are shaped by culture and individual personality. Wants are shaped by ones society. Therefore, consumer wants are not shaped solely by marketers. Conversely, Solomon et al (2006, p21) highlight that marketing is often criticised for employing techniques that convince consumers that they need many material goods and that they will be unhappy and inferior if they do not have these necessities. Do marketers give people what they want, or do they tell us what we ought to want? Marketing is often assumed to be responsible for our consumer society and its hedonistic approach to consumption, and as a consequence undermines other cultural values by promoting a materialistic stance. For many commentators it is the dark side of marketing and worthy of review as it diminishes the marketing professions reputation. 1.1 Definitions Before defining hedonistic consumption, it is useful to define the philosophy of hedonism. This is a school of thought that says the pursuit of pleasure is the most important thing in life, that views man as being motivated by the desire for sensual pleasures therefore this quest for the good life becomes mans driving force. The hedonistic consumer can be viewed as pleasure loving or self indulgent person with a high level of consumption, more preoccupied with their own material goals than thinking of the wider view of society. Hedonistic consumption is the multi-sensory, fantasy and emotional aspects of consumers interactions with products. (Soloman, 2006, p39). This element of fantasy is crucial to this theory as it is the imagined pleasure that attracts the consumer. OShaughnessy and OShaughnessy describe this as the general agreement that consumer pleasure lies not so much in the physical sense as in the total emotional experience. So the pleasure and happiness is real even though the experience can be imagined in the consumers brain. From a negative point of view Migone, 2006 views it as a highly wasteful and discrimatory pattern of consumption that predominates in current capitalist models. Hedonism and Fantasy The role of fantasy in hedonic consumption is key and whilst academics view it from different perspectives they do agree that it plays a pivotal role in pleasure seeking. Gabriel and Lang (2006) are of the view that Western consumption many agree is a realm of seduction alluring and glamour. As goods leave the world of production to enter the sphere of display, circulation and consumption, they become objects of fantasy and instruments of pleasure. Whilst Abercrombie states that lives are organised around fantasies and daydreams about consuming; they are hedonists, primarily interested in pleasure, and sensual pleasure at that they are individualists, largely pursuing their own ends and uncaring about others.(Abercrombie, 1994, 44). Campbell (1987) in The Romantic Ethic and the Spirit of Modern Consumerism described the key aspect in the creation of the hedonistic consumer as being one concerned with the power of the imagination, he highlights the differences between what was regarded as the traditional view of hedonism and the modern view. He suggested that traditional version was a hedonism of a multitude of pleasures, of the senses whilst modern hedonism seeks pleasure not in sensation but in emotion accompanying all kinds of experiences. The pleasure lies in the meaning of the experience to the individual. This is the form we are dealing with in postmodern culture. Campbell suggested that the consumer as hedonist must be able to derive pleasure from every item they come into contact with and everything must be orientated to that end. That consumers are in a constant state of unsatisfaction, an ongoing state where we are dreaming about something new however this is linked to the other defining factor of modern hedonism that disillusionment comes from the disappointment when the imagined pleasure are always greater than the actual. When anticipate the enjoyment and pleasure that we will gain when we finally purchase and wear the new phone/watch/car we have been day dreaming about buying, our pleasure is often not as we imagined and is fleeting. We have moved on to dreaming about the next better version and start to feel bad about not having it. Consumerism good or bad? Underpinning the debate on whether marketing has created hedonistic consumers is the view on whether consumerism is a positive or negative force. Some celebrate the rise of the consumer, taking the view that consumerism is the essence of the good life, that a consumer society allows us personal freedom, power and happiness through our ability to choose, acquire, use and enjoy our material objects and experiences. Seen as a sophisticated, mature individual who seeks enjoyment in life: by making choices and exercising freedom. (Gabriel and Lang, 2006, p8). Others are concerned that consumerism is associated with reduced consumer well being, partly in terms of quality of human relationships and levels of happiness. That those focused on materialistic values have lower personal well being and psychological health. (Kasser,2002). Abela (2006) furthers this argument indicating that hedonistic consumerism shows an association between marketing practice and the harms of consumerism may be greater than it is generally believed to be by marketing academics. 3. Claims against Marketing Too much interest in material possessions is the responsibility of marketing? Critics have argued that the marketing system encourages too much interest in material possessions. people are judged by what they own not who they are. (Armstrong et al, 2009 p.552). Critics dont view this as a natural state of mind but one created by marketing. In answer to this claim many marketers would argue that this alleged ability of marketing to create needs is wishful thinking and is overstating marketings scope. In support of this it follows that marketers are most successful when they appeal to existing wants rather than when they attempt to create new ones. Also that people seek information when making important purchases and mostly do not rely on a single source (Gabriel and Lang, 2006). However, todays mania for goods is learnt not instinctive according to Naish, 2002. On a deeper level our wants and values are influenced by many factors including family, peer group, religion, ethnic background and education. If modern society is highly materialistic, these values arise out of socialisation processes that go much deeper than business and mass media could produce alone (Gabriel and Lang, 2006). OShaughnessy and OShaughnessy (2002) argue that accumulation of material possessions is a consequence of wealth. Marketers create artificial needs? According to Solomon et al (2006), some conservative traditionalists are of the view that advertising in particular, contributes to the moral breakdown of society by presenting images of hedonistic pleasure. Conversely, leftists argue that they same misleading promises of material pleasure function to buy off people who would otherwise be revolutionaries working to change the system. OShaughnessy and OShaughnessy (2002) note that wants must be created and that there must be an underlying appetite for the product in the first place. Solomon at al conclude that while marketers do not create artificial needs, they do contribute heavily to the socialization of people in contemporary society and thus to the establishment of the social system of needs. Consequently marketers must take a share of responsibility for the development of society. Marketers promise miracles? Consumers are led to believe that via advertising that products have special properties; they will so special things for them that will transform their lives. Soloman et al argues that the manipulative effect of advertising is often overstated, however does concede that there is little doubt that advertising creates and changes patterns of consumption. They offer the view that the main affect may be that the idea that we are defined by our consumer choices is perpetuated by the advertising medium. The impact of fantasy and imagery in influencing buying OShaughnessy and OShaughnessy (2002) cite Baudrillard (1981) who suggested that due to the new technology of electronic media we now have a world where the distinction between real and images has become blurred and consumers are viewed as non-rational who gravitate to instant gratification. The claim is that the consumer thinks that this is the reality, however according to OShaughnessy and OShaughnessy there is no proof to substantiate the claim. Image saturated environment pressing consumers to buy The sheer insistence and multiplication of marketing messages is evidence to critics of marketing. The sum of the mass effect on consumers pushes them in a hedonistic direction. However consumers are sophisticated and selective, they take notice of the products that attend to them. (OShaughnessy and OShaughnessy,2002). Consumerism and Identity Many cultural forces have been accused of having a role in the creation of hedonistic consumers the marketing of Hollywood and Celebrity culture are named often in the debate. Its is recognised by psychology that our ability to weigh desirability and value is knocked awry if the item is endorsed by a well known face. The part of the brain involved in trust and learning is activated and as a result we feel like we are their acquaintances and we want to be like them. (Naish, 2008). We chose carefully who we copy and why and have evolved to emulate the most successful, maybe why many of us feel compelled to keep up materially with celebrities. Consumption, is it addictive? Lasch (1991) takes a pessimistic view believing that western consumerism, sustained by mass production and celebrated in the mass media, amounts to a mechanism of addiction. Though Migone (2007) concedes that rather than marketing being at the root of this addiction: it is due to technological advances which facilitated large scale production which in turn leads to large scale consumption. Consumerism and loss of Community Naish notes that only modern capitalist countries concentrate on material greed. In pre capitalist societies the highest worths was ascribed to things like family, clan, religion, honour not shiny new objects. This he says relates to our most base instincts which are the need to relate to others and feel part of a community. According to Naish, man has lost his moral framework, sense of community and lifes higher meaning, so that now all that remains is our thirst for possessions and pleasure. That being a hedonistic consumer does not make us happy and has a detrimental effect on our human relationships. Critics have linked this loss to marketings lack of focus on these types of human values. In defence of Marketing Consumerism and Wealth The 80s recognised a triumph for consumerism old moral restraints on consumption (frugality, thrift and guilt) swept aside by an extraordinary, credit lead consumerist boost (Lee, 1997). Gabriel and Lang recall that greed lost some of its pejorative and puritanical connotations, in reference to the 1980s. Consumption and Identity It has been said that consumers take identity from their possessions. Consumption has expanded to fill the vacuum left by the decline of the work ethic. Bauman (1988) also argues that consumption is the new pioneer frontier in which individuals may successfully assert themselves, with no insecurity and not harming others. Shopping is not merely the acquisition of things: it is the buying of identity. (Clammer,1992). This is another view that consumer consumption comes from within. Also the general rise in disrupted families has been linked to new ways of forming identities through goods how negative the effects are depends on the underlying motives. Human Nature Naish believes we are genetically programmed to always want more. In prehistoric times its been discovered that cave dwellers had collections of axe handles, that these were the Jimmy Choos and Ferraris of their time. Important to note that OShaughnessy and OShaughnessy argue that marketing materialism are interdependent and that marketing helps precipitate materialism and materialism in society advances the development of marketing. According to Bauman, (1999) the major contributing factors to hedonistic lifestyle are pervasive insecurity and uncertainty fear of the future and the ecology of the planet; danger- threat of terrorism and wars; decline of family breakdown of traditional institutes such as family as one of the main cultural reference points. It has been argued that marketing creates hedonism by creating wants. This begs the question can wants be created? According to Moore (1994) materialism and hedonism were not invented by consumer marketing; they were there before its advent. Although, it has been widely acknowledged that consumers have latent wants that can be activated, but recognise that they have a great ability to filter information. Marketers often chose hedonistic appeals, but marketing in itself is simply an orientation and a set of tools that are value neutral and can be used to proselytise any perspective. (Cook, 1992). Social commentators have noted that that pursuit of pleasure is mans natural position and it goes against human nature to deprive oneself and that accumulation of material possessions is due to the fact we have the means to indulge our wants. However they agree there is an acknowledged link but no proven cause and effect but this is viewed as marketing being in the role of facilitator not creator. Marketing and Economy Marketers have accused critics of taking the hyper real world of marketing, advertising and dreams too literally. Arguing that freedom of choice is better for consumers and is a fundamental underpinning of our economic system. Stimulus-response model of buyer behaviour This widely accepted model of consumer behaviour illustrates that whilst marketing stimuli are important so are as are culture, politics, economics and technology. These come merge with consumer psychology and the individual consumer characteristics. These are interlinked and conclude with a final selection of a product. This model is illustrative of the fact that marketing stimulus is only part of the consumer behaviour process. (Please refer to appendix 1). The Future Western style consumerism is facing and creating serious threats ecological crisis, climate change, resources shortages and financial uncertainties. There is an increased awareness among academics and consumers of the ecological limits of consumerism and current debate is focused on its sustainability. Consumers are said to dictate production, they fuel innovation, create new social systems, drive modern politics to have the power to save the environment and protect the future of the planet and yet at the same time are seen as weak and malleable creatures, easily manipulated, dependant, passive and foolish. (Gabriel Lang, 2006). It is recognised that there is a need to engage in debate on the containment of the negative aspects of consumerism. At the centre of the debate is the question of social consequences and the role of marketing in creating the consumption culture.. If we suspect that marketing is contributing to the harmful effects of consumerism what are the courses of action marketers should review? Abela (2006) cites Csikszentmihalyis (2000) suggestion that greater transparency about the effects of materialism would help. Recommends marketers undertake studies for emerging groups the non consumerist consumer, anti consumerism groups and should monitor general consumer awareness. So if the consumer is more aware of the consequences they might not choose the path of consumption especially if it leads to unhappiness and dissatisfaction. Increased efforts at consumer education maybe able to correct this and lead to changes in consumer behaviour. One possible area of study is to look at regions not affected yet possibly in eastern cultures. Some believe we are at the point of a fundamental structural change in the nature of consumerism. Others keeping the faith in the market to right itself. Optimists believe technology will provide an answer (cleaner cars, recycling, energy conservation). The outcome will be a complex dynamic between politics, production, international trade, economics cultural and moral values. (Abela, 2006, Gabriel Lang, 2006, Kasser 2002). In summary, the main culprit behind hedonism would be the development of strong value orientation that puts unrestrained freedom to the forefront. Marketing does not invent or creates wants; it merely surfaces them. Man has always been, in all societies materialistic. In older days poverty didnt allow him/her to indulge into hedonistic lifestyle. The role of marketing in creation of hedonism, is more of a facilitator than of an inventor. (OShaughnessy and OShaughnessy, 2002). Conclusion This paper has recognised that there is debate on what role the discipline of marketing plays in the creation of hedonistic consumers and outlined the argument that marketing has not created hedonistic consumers, that such a stance does not allow for the complexities of human behaviour and motivations and does not take account of the dynamic nature of consumer society. We agree there are associations and parallels in the development of both consumerism and marketing, but there is no evidence to prove cause and effect. However neither is there evidence to disprove. When deciding what marketing strategy an organisation should follow the primary aim is building profitable relationships with the target consumer however, the organisation has many choices in guiding their marketing strategy in terms of which philosophy should underpin the strategy. Many of todays large corporations employ the marketing concept by knowing the needs/wants of the target market and delivering satisfaction better than the competition. (Armstrong et al,2009). Based on the theory that there is a parallel in the patterns between the rise of the hedonistic consumer and the sophistication and intensity of marketing efforts (Abela, 2006) ethical marketers would be advised to consider a move toward the Societal marketing concept a concept that holds that marketing strategy should deliver value in a way that maintains or improves both the consumer and the societys well-being (Armstrong et al, 2009, p14-15). Executed correctly this strategy would provide long term profits and protect both society and the consumer within this framework. sReferences Abela, A.V. (2006) Marketing and consumerism European Journal of Marketing Vol. 40 Number 1/ 2 pp 5-16 Abercrombie, N. (1994)The Authority of the Consumer, Routledge, London,UK Armstrong, G et al (2009) Marketing an Introduction, Prentice Hall, UK Baudrillard, J. (1981), The Critique of the Political Economy of the Sign, tr. Levin, C., Telos Press, St Louis, MO in OShaughnessy,J. OShaughnessy, N.J. (2002) marketing, the consumer society and hedonism European Journal of Marketing, Vol.36 Number 5/6 pp 524-547 Bauman, Z. (1988) Freedom, Open University Press, UK Campbell, C (1987) The Romantic Ethic and the Spirit of Modern Consumerism, Basil Blackwell, UK Csikzentmihalyi, M. (2000) The cost and benefits of consuming, Journal of Consumer Research, Vol.27,September, pp 267-272 in Abela, A.V. (2006) Marketing and consumerism European Journal of Marketing Vol. 40 Number 1/ 2 pp 5-16 Douglas, M and Isherwood, B. (1979) The World of Goods, Basic Books, US Firat, A.F and Schultz, C.J. (1997) From Segmentation to Fragmentation: Markets and Marketing Strategy in the postmodern era, European Journal of Marketing, Vol. 31, No 3 /4 Hirsch, F. (1977), Social Limits to Growth, Routledge Kegan Paul, London, UK Jantzen, C., Ostergaard, P. and Fitchett, J.A. (2004) A History of Mentality based Analysis of Hedonic and Experiential Comsumption, Advances in Consumer Research, Vol.31 pp 328 340 Gabriel, Y. and Lang, T (2006), The Unmanageable Consumer, 2nd Edition, Sage, UK Kagan, J. (1999) Three Seductive Ideas, Harvard University Press, US Kasser, T. (2002),The High Price of Materialism, MIT Press, Cambridge, US Kotler, P and Keller K.L. (2006) Marketing Management 12th Edition, Prentice Hall, UK Lasch, C. (1991) The True and Only Heaven; Progress and Its Critics, Norton New York Lee, M.J. (1997) Consumer Culture Reborn, Routledge, London Mick, D.G (2008) Degrees of Freedom of will: An essential endless question in consumer behaviour, Journal of Consumer Psychology, Vol.18, pp17-21 Migone, A. (2006) Hedonistic Consumerism: Patterns of Consumption in Contemporary Capitalism, Review of Radical Political Economics, Vol. 39, No 2, pp 173-200 Moore, R.L. (1994), Selling God, Oxford University Press, New York, NY Naish, J. (2008) Enough Breaking free from the world of more, Hodder and Stoughton, UK OShaughnessy,J. OShaughnessy, N.J. (2002) marketing, the consumer society and hedonism European Journal of Marketing, Vol.36 Number 5/6 pp 524-547 OShaughnessy,J. OShaughnessy, N.J. (2007) Reply to criticisms of marketing, the consumer society and hedonism, European Journal of Marketing Vol. 41, Number 1 /2 pp7-16 Richins, M.L. and Dawson, S. (1992) A Consumer Values Orientation for Materialism, Journal of Consumer Research, December 1992 Salzer-Morling, M. and Strannegard, L. (2007) Aint misbehavin consumption in a moralized brandscape, Marketing Theory, Vol.7(4) pp 408-425 Simmons (2008) Marketing to post modern consumers: introducing the Internet Chameleon, European Journal of Marketing, Vol. 42, No  ¾, pp 299-310 Solomon, M., Bamossy, G. Askegaard, S. and Hogg, M.K. (2006) Consumer Behaviour A European Perspective, Third Edition, Prentice Hall, UK. Further Reading: Arnould, M.J. and Reynolds, K.E (2003), Hedonic Shopping Motivations, Journal of Retailing, Vol. 79 Dittmar, H. (2004) Are you what you have? The Psychologist, Vol.17, No 4 pp 206-210 Dholakia (1999) Going Shopping: Key determinants of shopping behaviour and motivations, International Journal of Retail and Distribution Management, Vol. 27,No 4 pp 154-165 Mick, D.G. (1996) Are studies of Dark Side Variables Confounded by Socially Desirable Responding? The Case of Materialism, Journal of Consumer Research, Vol.23 pp106-119 Naish, J (2008) Enough is Enough: Learn to want less, http://women.timesonline.co.uk/to/life, Date accessed 04/10/09

The Odyssey - Comparing The Ro :: essays research papers

Odyssey vs. Rustling Rhapsody Comparison of the Role of Women 'A woman is very unpredictable. She is romantic, sensitive and caring; however, underneath she is convoluted, deceptive and dangerous.';   Ã‚  Ã‚  Ã‚  Ã‚  -Erin Perrizn (1963 -) One would automatically assume that the female character in a heroic story takes the preconceived role of an object at the disposal of the male protagonist. The female character in a heroic story holds the stereotype that she is obtuse, and will repeatedly flock to the most handsome man. 'Rustler's Rhapsody'; is a sardonic parody of the western film stereotypes: the women play very small roles other than Rex O'Herolan's personal cheerleaders. However, in the epic poem, The Odyssey, Homer gave souls and personalities to his female characters. Women are not in the story just to please Odysseus; they are important and independent characters that help him on his heroic journey. The women in The Odyssey are essential in Homer's poem: they not only act as a voice of reason and care, but are the deceptive and deceiving characters that add an intangible mystery. In 'Rustler's Rhapsody';, Miss Tracy and the C.B.'s daughter are the only female characters. They both portray the stereotype of incipit debutantes who are instantly attracted to the handsome hero. The C.B.'s daughter is an inept character who gets dragged across the desert by her horse 'Wildfire';, only to be saved by Rex O' Herolan. In that particular scene, she attempts to seduce Rex by flirting and engaging in small talk about a blanket. Miss Tracy, the town prostitute, is even more direct than the C.B.'s daughter. She comes in her underwear trying to persuade Rex to sleep with her. Although this may seem like some characters in The Odyssey, Miss Tracy has no other role in the plot other than to sleep with Rex. The two women did not shed a tear when Rex said good-bye: they had almost no feeling at all. The two weren't jealous of one another; it seems strange that two girls could share one hero. Miss Tracy and the C.B.'s daughter both have identical shallow character. Personality is a characteristic missing from to their female stereotype; they are merely used as the Rex's trophies after defeating Bob. Other than that, the two women had no role in the story. On the other hand, Homer uses the female character to provide reason and care for the protagonist, Odysseus. Despite the number of unimportant female characters, Penelope, Circe, Calypso, and Pallas Athene all have unique personalities that are essential to the development of Odyesseus and Telemachus.

Language and atmosphere Essay

Analyse the importance of chapter one of Great expectations with regard to character, plot, theme, language and atmosphere  In modern society, when our children feel boredom creeping over them, they can turn to the technological wonders of our time, such as computers and televisions, and other gadgets and gizmos that have become commonplace in everyday homes. However, in 1861, the time of the great Charles Dickens, there were no such contraptions, and so children and adults alike turned to the entertainment that books had to offer, and would lose themselves in worlds of imagination, fantasy and the impossible. Dickens’s Great Expectations is an excellent example of 19th century literature and was even published by serialization in Dickens’s own magazine; ‘All the year round’. It is a bildungsroman tale that tells the story of a young, poor boy, who is known throughout the novel as ‘Pip’, that has fantastic, and eventually realised dreams of b ecoming a respected gentleman. In chapter one, we are introduced to the rather ‘larger than life’ character Magwitch, the stereotypical criminal who the Victorians all love to hate. Our first impression of Magwitch is, just as Charles Dickens intended, of a frightening and dangerous man whose â€Å"terrible voice† terrifies Pip and immediately turns us, the readers against him. Dickens does this to reinforce the fact that he is, after all, a criminal, and to highlight the clichd views of the general public. This could even be viewed as bitter sarcasm, as, although Dickens is bowing to the public mood, he makes it clear for those who look more closely that he does not share the same opinion. On the other hand, Magwitch is also shown in a comical light, â€Å"I wish I was a frog. Or an eel!† and we even see a kinder and more vulnerable side, â€Å"a man who had been soaked in water, and smothered in mud, and lamed by stones†¦who limped and shivered.† The author shows us these different qualities so that we can obtain a greater understanding of the character and view him in a fairer, more sympathetic light. In addition to this, Dickens gives us subtle hints throughout the chapter that Magwitch, like all people shows weakness; â€Å"he hugged his shuddering body in both arms† and, through Pip’s narration; â€Å"A man whose legs were numbed and stiff†, he tries to make us feel that perhaps even criminals deserve a second chance to be respected pillars of society. It is very important that Magwitch is introduced in the first chapter, rather than a later chapter, as this establishes tension and atmosphere, and creates a compelling hook that will ensure that the following chapters continue to be purchased. And of course, adding a typical â€Å"bad guy† to the equation gives all readers, particularly of the Victorian era, a desperate need to see him beaten! Possibly the most important role that Magwitch plays in Great Expectations is that of the ‘instrument of justice’. When we first meet Magwitch, he is intimidating Pip in the churchyard, and shouts at him that he will only stop his dangerous accomplice from harming him, if he brings him food. When Pip fulfils his end of the bargain, Magwitch returns the favour, only years later, becoming Pips benefactor and enabling him to start a better, wealthier life. Magwitch, however, is not shown justice, as after months of supporting Pip, he is captured, thrown in a jail cell, and later dies of exhaustion. Once again, this underlines the harsh views of the Victorians and the severe attitude towards criminals in the 19th century. We are also introduced to Pip in the opening chapter; the main character in Great Expectations, and the novel’s narrator. The story opens with him remembering himself as a boy, standing alone and crying in a churchyard near the marshes; â€Å"the small bundle of shivers growing afraid of it all and beginning to cry, was Pip†. Dickens depicts him as a harmless, caring boy, so as to draw sympathy from the reader, even though at that point in the story, Pip is content with his common life. When Magwitch is introduced, the narrator Pip presents an interesting relationship between himself and the bullying man. At first, the relationship appears to be based solely on power and fear. The man yells at Pip to get what he wants, a file and some food, and Pip responds, only because he fears for his life. And yet, after they part, the young Pip keeps looking back at the man as he walks away. The image of Magwitch holding his arms around him is remarkably familiar to the initial image of young Pip, holding himself in the cold, alone in the churchyard with the stones of his dead parents. For a moment, the relationship seems to warm. They share a common loneliness, the orphan and the escaped convict. Even while he is afraid, Pip instinctively displays a sympathetic reaction. This initial meeting, between a small boy and a convict, will develop into the central relationship in the book, which will cause Pip’s great expectations of himself to rise and fall. The author’s decision to assume the character of Pip, and therefore write using first person narrative, proves to be very significant in the development of the story.

Theories Of Learning With Interactive Multimedia Resources

Introduction In the wake of scrutinizing distinctive theories of learning, I have thought about Radical Behaviourism (Skinner) and Genetic Epistemology (Piaget) in light of the thought that these two are still the two prevailing theories in terms of learning with interactive multimedia resources (Jonassen, 1991; Atkins, 1993; Hannafin, Hannafin, Hooper, Rieber, and Kini, 1996), as I like to utilise these in the teaching of Religious Studies. As indicated by Deubel (2003), advancements in preparation of such content seem to have taken after movements in the predominant standards of psychology. Early computerised materials are seen to be affected by behaviourist ideas while discovery learning materials seem to be established on later cognitive models of data preparing and constructivism. The increment in cognitive methodologies in the 1980s may be expected as much to innovation advancements in object-oriented programming, hypermedia, and interactive multimedia as to the ascent in psychology of cogn itive theorists (Atkins, 1993). Operant Conditioning or Radical Behaviourism This hypothesis was founded by Skinner in view of a past philosophical proposition started by Watson known the Behaviourist Revolution. As indicated by Fuentes (2000) its philosophical roots are empiricism and positivism and its epistemological model could be characterized as objectivism where reality exists outside of the individual, and learning is a duplicate from reality. 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These resources form a highly comprehensive and centralized databaseRead MoreLearning Theories Essay6222 Words   |  25 PagesLearning Theories   †¢ The Technological Revolution †¢ The Spectrum of Learning Theories †¢ Behaviorism †¢ Constructivism †¢ Fitting the Other Theories into the Spectrum †¢ Theory of Multiple Intelligence †¢ Learning Theories and the Brain †¢ Brain Structures †¢ Implications for Learning Theory †¢ Implications for Multimedia †¢ References    By Darren Forrester Noel Jantzie Kilde: http://www.acs.ucalgary.ca/%7Egnjantzi/learning_theories.htm    This