Proximization as reception

The paper presents a critical overview of proximization theory (Chilton, 2004; Cap, 2006, 2013). I argue that the original model should be extended to include proximization as interpreted by the audience. The paper indicates some challenges to implementing the proximization-as-reception component, related in particular to data sampling and identification of the relevant markers. Using Web-based user-generated content is suggested as a solution in the former case; a test case study is proposed to address the second problem.