ABSTRACT
In Chapter 7, I will be presenting a communication model that shares many of the ramifi cations of Ozuem’s 2004 gestalt feedback model, attempts to clearly problematize the management assumption of control, incorporates a number of Stern’s innovations, and integrates the use of ‘interactive’ and traditional media. Based upon a radical constructivist reading of the marketing communication concept, this model attempts to follow the ramifi - cations of emergent meanings as they would play out both in day-to-day practice and in a new marketing theory. In this interlude I would like to more clearly lay out the meaning of radical constructivism, argue for its applicability to the marketing paradigm, and demonstrate the particular perspective it brings to considerations of interactivity and persuasion.
