Jump to ContentJump to Main Navigation
Rational RitualCulture, Coordination, and Common Knowledge$
Users without a subscription are not able to see the full content.

Michael Suk-Young Chwe

Print publication date: 2013

Print ISBN-13: 9780691158280

Published to Princeton Scholarship Online: October 2017

DOI: 10.23943/princeton/9780691158280.001.0001

Show Summary Details
Page of

PRINTED FROM PRINCETON SCHOLARSHIP ONLINE (www.princeton.universitypressscholarship.com). (c) Copyright Princeton University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in PRSO for personal use.date: 23 July 2021



(p.19) 2 Applications
Rational Ritual

Michael Suk-Young Chwe

Princeton University Press

This chapter begins by considering the question of how cultural practices such as rituals and ceremonies constitute power. It then discusses how rituals work; generating common knowledge through eye contact or, for larger groups, facing each other in a circle to enable each person to see that everyone else is paying attention; and understanding advertising in terms of common knowledge generation. The chapter then offers quantitative evidence by looking at 119 brands advertised on three U.S. networks in October 1988, February 1989, and July 1989. The data suggests that social goods are advertised on more popular shows and that advertisers goods are willing to pay more per viewer to do so. More popular shows generate common knowledge and hence are better at solving coordination problems.

Keywords:   common knowledge, rituals, ceremonies, television advertising, television shows, coordination problems

Princeton Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us.