The prospect and schizogenesis: A Batesonian perspective on the implications of the double-bind in advertising messages

Journal: Marketing Theory

Volume: 4

Issue: 4

Pages: 267-286

DOI: 10.1177/1470593104047636

Abstract:

The author argues that current trends in advertising, particularly an increased reliance on complex destabilizing metaphors, have produced a double-bind situation within target audiences that has resulted, as per Gregory Bateson’s descrip- tion of the schizogenic process, in schizophrenic communication patterns being fed back to advertisers. Links are made to the roots of ironic consumption and other paradoxical tensions in consumer behavior.

Source: Manual