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Bakhtin and Interactivity:A Conceptual Investigation of Advertising Communication

Bakhtin and Interactivity:A Conceptual Investigation of Advertising Communication

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Dr.Karimova addresses current issues within the theory of interactivity. Such problems as defining interactivity and measuring level of interactivity have recently attracted a great interest among researchers. In spite of attempts of previous research to solve these problems, the field has not moved far from its preliminary phase. This book is an attempt to move away from this preliminary phase by applying Bakhtinian concepts of dialogic relationships, polyphony, carnival, and chronotope . One of the great virtues of this research work is the translation into English for the first time of many of Bakhtin's theoretical and philosophical insights. This research monograph provides insights into the Bakhtinian philosophy and reveals new perspectives and contradictions within Bakhtinian concepts. Using an innovative approach, it shows how Bakhtinian concepts can be applied to fields other than literary theory. The book contains an original material from the correspondence of Bakhtin with Turbin that previously has not been translated to English. Empedocles: European Journal for the Philosophy of Communication : [it] makes a valuable contribution to the study of interactivity by executing a rigorous and thought-provoking conceptual analysis that problematizes the way in which interactivity, as practice, has been stripped of its dialogical and communicative features by key theoreticians in the field. Dr.Karimova discusses two problems related to the theory of interactive advertising: how interactivity can be defined and how it can be measured. For this purpose, it uses the Bakhtinian concepts as well as other theories and ideas, such as Gerard Genette's typology, Chris Miles model for advertising communication, and cybernetics. The work will be of immense interest to communications , marketing and advertising researchers and specialists involved with interactive advertising, the theory of interactivity, Bakhtinian philosophy and practice.Academica Press is an independent scholarly press specializing in publishing monographs and reference material in the humanities and social sciences. We are particularly interested in producing works of scholarly interest English language studies, literary history and criticism ,drama, sociology, education and Irish studies. (Our dedicated imprint, Maunsel & Co., specializes in scholarly research in Irish studies.) We have recently developed projects in African and Afro-American research areas as well as Theology and Legal Studies. Some select areas where we publish include: -American 19th- and 20th-Century Language and Literature -British 19th- and 20th-Century Language and Literature -Irish Studies -African Studies and African-American Studies -Law, including Sports Law -Higher Education -English Church History