From Manufacturing Consent to Motivational Behaviour: towards an alternative lineage of interpretive consumer research

An investigation into advertising communications relationships with consumers’ behaviour by focusing on the use of mass media and how we control the media to persuade the receiver, or consumer into altering behaviour.\ud \ud A position emerges from two areas of research that have not been previously considered simultaneously, specifically – Manufacturing Consent (Herman and Chomsky, 1998) and Motivational Behaviour research (generally with reference to Converse et al., 1958) with an exploration of the flow and focus of exchange in the relationship between actors at a personal ‘life world’ level, interrogating ‘normative’ conceptual positions in relation to research, practice and policy