John Grant takes us through the history of Planning using a series of triangles to explain evolving theories. On the final theory, he says:

The piece which I think is most often missed in unsubtle marketing thinking – the place where the brand sits – is a third space; not message, not audience, but intention (why are they telling me this?)

Media literacy literacy is one term within of that question. There is a theory in human communications in general that communication is PRIMARILY about this intentional component. Our deductions about the other, their motives, how real their claimed qualities (for instance power) are the main message; because they help us decide how to respond.

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