savvy consumer

Show Summary Details

Quick Reference

A category of media-literate consumers who are knowledgeable about marketing and targeting, cynical about advertising, and who can see through traditional sales pitches. Critics argue that there is a ‘con’ involved in making audiences feel savvy and sceptical. See also consumer culture.

Subjects: Media Studies.

Reference entries

Users without a subscription are not able to see the full content. Please, subscribe or login to access all content.