![]() ![]() ![]() That, in fact, we live in a brand culture.Īuthentic™ maintains that branding has extended beyond a business model to become both reliant on, and reflective of, our most basic social and cultural relations. But while the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Sarah Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics. Branding is central to political campaigns and political protest movements the alchemy of social media and self-branding creates overnight celebrities the self-proclaimed “greening” of institutions and merchant goods is nearly universal. The book, titled Authentic™: The Politics of Ambivalence in a Brand Culture (NYU Press), examines brand culture, youth, and political possibility through an investigation of self-branding, creativity, politics and religion.īrands are everywhere. Public Relations Innovation, Strategy and Management (Online) (MS)Ī new book written by communication professor Sarah Banet-Weiser finds that we live in a culture in which brands as much about culture as they are about economics. ![]() Global Communication (MA) / Global Media (MSc). ![]()
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