Supplanting critical discourse with mute narratology in Indian commercials: Framing new communications for emerging markets

Abstract

The objective of the research is to enquire into possible lucrative ways of developing the “political unconscious” (Jameson, 1981) of the bottom of the capital hierarchy matrix for emerging markets (CHEMEM), a model postulated by the authors from the existing theories of Maslow's needs hierarchy (Maslow, 1943), Prahalad & Hart's BoP model (Prahalad & Hart, 2002), and Bourdieu's “forms of capital”(Bourdieu, 1986). We propound an innovative audience profiling of an emerging market such as India for social messaging through the narrative technique of “principle of minimal departure” (Ryan, 1980) as an alternative to the traditionally accepted canon of critical discourse in corporate social communications, targetted at the base of CHEMEM. Keywords: Patriarchy, Advertising, Capital, BoP, Narrative, Emerging market, Girl child, Communication