CALL FOR PAPERS, ZFM NR. 9 (2/2013): "Werbung"
(scroll down for English version) "Die Historiker und Archäologen werden eines Tages entdecken, daß die Werbung unserer Zeit die einfallsreichsten und tiefsten täglichen Betrachtungen darstellt, die eine Kultur je über ihr ganzes Tun und Lassen angestellt hat" – behauptete Marshall McLuhan in seiner 1964 erschienen Studie Understanding Media. Dass Werbung Aufschlüsse über die eigene Kultur verschafft, ist spätestens seit den Analysen von Marshall McLuhan bekannt. In einer ähnlichen Weise argumentiert Roland Barthes in seiner berühmten Analyse der Panzani-Werbung, wonach Werbung kulturelles Wissen mobilisiere und damit lesbar mache. Werbung manifestiert und popularisiert Wissen aber nicht nur, sondern generiert es auch – nicht zuletzt Wissen von und über Medien. Diesem wissensgenerativen Aspekt von Werbung im Hinblick auf Medien will das Schwerpunktthema nachgehen. Es will damit nicht nur die Manifestationen soziokulturellen Wissens in der Werbung und deren normativen Charakter untersuchen, sondern auch die generativen Prozeduren und Infrastrukturen der Werbung. Wie produziert Werbung Wissen von und über Medien? Dabei ist von besonderem Interesse, dass auch der Medienwissenschaft Werbung immer wieder als Ausgangspunkt oder Beispiel dient, um Thesen aufzustellen bzw. zu prüfen. Das wirft die Frage auf, inwiefern das Wissen der Werbung wissenschaftlich relevant ist. Das medienwissenschaftliche Konzept der time-space-compression, das soviel heißt wie Zeit-Raum-Verdichtung und den medial bedingten Bedeutungsverlust geographischer Distanzen meint, weist hier eine Richtung. Jörg Döring ist der Entstehungsgeschichte des Konzepts nachgegangen und hat dabei seinen werbetechnischen Ursprung offen gelegt: Der Begriff wurde von dem britischen Geographen David Harvey auf der Basis einer Werbung des französischen Unternehmens Alcatel geprägt. Werbung dient hier als Anlass für die Formulierung wissenschaftlicher Erkenntnisse mit dem Anspruch auf Allgemeingültigkeit. Ausgehend von dieser Beobachtung will das Schwerpunktthema der Frage nachgehen, wie Werbung Teil an der Generierung medienwissenschaftlicher Begriffe und Erkenntnisse hat. Insofern möchte das Themenheft weniger der Analyse von Werbung im Sinne der Werbeforschung als vielmehr den theoretischen Perspektiven einer solchen Wissensgenerierung und -manifestation nachgehen. Daran schließen begrifflich-konzeptionelle Fragen an – allen voran die nach den vielfältigen Erscheinungsformen von Werbung sowie nach der Uneindeutigkeit des Wissensbegriffs. Das Heft erscheint im Oktober 2013. Texteinreichungen (25.000 Zeichen) bis Ende Februar 2013 an [email protected] Redaktion: Christina Bartz, Monique Miggelbrink http://www.zfmedienwissenschaft.de/ ---- CALL FOR PAPERS, ZFM No 9 (2/2013): "Advertising" "The historians and archeologists will one day discover that the ads of our times are the richest and most faithful daily reflections that any society ever made of its entire range of activities" – Marshall McLuhan in Understanding Media Since at least Marshall McLuhan it has become commonplace to look at advertising as a source of information about culture. Roland Barthes makes a similar argument in his famous analysis of a Panzani advertisement when he states that advertising mobilises cultural knowledge and makes it readable. However, advertising does not only reveal and popularize knowledge but also generates it – not least knowledge of and about media. This special issue sets out to pursue advertising’s knowledge-generating aspect with regard to media. In it we want to investigate manifestations of socio-cultural knowledge in advertising and their normative character as well as the generative processes and infrastructures in advertising. How does advertising produce knowledge of and about media? It is of particular interest here that within media studies, advertising often serves as a starting point in the formulation and verification of hypotheses, which raises the question whether the knowledge of advertising is academically relevant. The concept of space-time-compression which within media studies denotes the decreasing significance of geographic distances as a result of new media technology may provide a hint. As Jörg Döring discovered in his investigation of the concept’s genesis, the term actually has its origin in advertising since it was coined by the British geographer David Harvey who based it on an advertisement by the French telecommunications company Alcatel. It is thus an example of advertising serving as the basis for the formulation of scientific discoveries that also lay claim to universality. Based on this observation, this special issue will investigate how advertising participates in generating terms and findings in media studies. Thus, this special issue focuses less on an analysis of advertising in terms of advertising research and more on the theoretical perspectives the generations and manifestations of knowledge allow. This raises conceptual questions concerning advertising’s diverse forms of appearance as well as the ambiguity of the underlying understanding of knowledge. This focus on the relation between knowledge and advertising needs to take into account that advertising is in many cases situated on the interface between the new and the well established. While it serves to promote the novelty and innovation of products, it does so by referring to the familiar in order to generate new connections of meanings. However, this also entails a methodological problem, namely that the process of gaining knowledge inevitably contains a dichotomy of the rule and its exceptions. As a closer look into the case of Alcatel mentioned above demonstrates, this is also the case here: Harvey inductively infers theoretical knowledge about the distance-reducing effects of media on the basis of the image in the Alcatel advertisement. At the same time, in media studies advertisements often provide examples and are deductively used as proof in scientific arguments. Thus, it is imperative to look not only into the relationship between innovation and tradition so relevant to advertising, but also into the relationship between the common and the particular in order to provide a productive basis upon which media studies can build. This special issue is an invitation to add to these methodological and conceptual reflections and to sound out advertising’s potential to generate knowledge within media studies. Which theories and theoretical concepts support and are productive in the context of the thesis that advertising incorporates socio-cultural knowledge? What are the limitations of the concept of advertising as manifestation of socio-cultural knowledge? This also broaches the question of media differences and how the structures and modes of operation of singular media relate to the genre of advertising. For example, it could be considered whether the thesis that advertising popularises knowledge also applies to net based forms of marketing which are ‘viral’ in character rather than based on traditional mass media. To put it in more general terms the question is how the media-related functional logic of advertising’s form determinates cultural knowledge. What roles do the images and texts in advertising play in this context? The aim of this special issue is thus to look into these questions which combine advertising, media(techniques), knowledge and science as aspects of an historical-epistemological perspective as the relationship between these aspects. Therefore, it calls for close analysis as well as general methodological and theoretical reflections. It thus aims to develop a media studies and cultural studies perspective on advertising. Consequently, potential fields of research are media studies and cultural studies as well as knowledge research, especially the history of (scientific) knowledge. We particularly welcome submissions considering the normative character of advertising as well as the ideological or rather historical contexts of knowledge generation, as the reason why advertising seems so problematic for the generation of scientific knowledge appears to lie in its intentional nature. Please send your text submissions (around 25,000 characters, spaces included) by the end of February 2013 to: [email protected] Guest editors: Christina Bartz, Monique Miggelbrink This special issue of ZfM will be published in October 2013. http://www.zfmedienwissenschaft.de/
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