Transforming relationship marketing via subversive readings

Where is the consumer represented within the discourses of Relationship Marketing? In our paper we deconstruct and critically (but productively) interrogate current Relationship Marketing discourse; and we argue for reconceptualising RM as a field of study through a transformatory process which involves the subversive reading of its academic texts. We argue that the consumer is silenced within relationship marketing discourse in a way that is fundamentally analogous with the gynopia (absence of women) in early sociological enquiry. Given that the means of transformation can potentially be found within contemporary feminist research, one of the main aims of this paper is to examine the parameters of feminist research and theory by presenting and explaining three representative frameworks (Fonow & Cook 1991, Maynard & Purvis 1994 and Harding 1988). The interrogative questions generated from the reading of feminist texts provide a framework to enable a close reading of RM ‘texts’. Using a form of discourse analysis, we read both ‘with the text’ and ‘against the grain’ (Tonkiss 1998:258) looking for ‘silences and gaps’ and making ‘conjectures about alternative accounts which are excluded by omission’ as well as those deliberately ‘countered by rhetoric’ (Tonkiss 1998:258). By striking together feminist methodology and a selected Relationship Marketing text to see if they spark (Brown 1999) our stance is activist and our purpose is to accelerate a restoration of the consumer’s voice as a central theoretical concern of this branch of Marketing.

Reduced-Reference Image Quality Assessment Based on Edge Preservation

Assessing the subjective quality of processed images through an objective quality metric is a key issue in multimedia processing and transmission. In some scenarios, it is also important to evaluate the quality of the received images with minimal reference to the transmitted ones. For instance, for closed-loop optimisation of image and video transmission, the quality measure can be evaluated at the receiver and provided as feedback information to the system controller. The original images - prior to compression and transmission - are not usually available at the receiver side, and it is important to rely at the receiver side on an objective quality metric that does not need reference or needs minimal reference to the original images. The observation that the human eye is very sensitive to edge and contour information of an image underpins the proposal of our reduced reference (RR) quality metric, which compares edge information between the distorted and the original image. Results highlight that the metric correlates well with subjective observations, also in comparison with commonly used full-reference metrics and with a state-of-the-art reduced reference metric. © 2012 ICST Institute for Computer Science, Social Informatics and Telecommunications Engineering.