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020 _a9780814787137
_qprint
020 _a9780814739372
_qPDF
024 7 _a10.18574/nyu/9780814739372.001.0001
_2doi
035 _a(DE-B1597)9780814739372
035 _a(DE-B1597)548065
035 _a(OCoLC)815477125
040 _aDE-B1597
_beng
_cDE-B1597
_erda
050 4 _aHD69.B7
_bB256 2012
072 7 _aSOC052000
_2bisacsh
082 0 4 _a306.3
_223
084 _aonline - DeGruyter
100 1 _aBanet-Weiser, Sarah
_eautore
245 1 0 _aAuthentic™ :
_bThe Politics of Ambivalence in a Brand Culture /
_cSarah Banet-Weiser.
264 1 _aNew York, NY :
_bNew York University Press,
_c[2012]
264 4 _c©2012
300 _a1 online resource
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 0 _aCritical Cultural Communication ;
_v30
506 0 _arestricted access
_uhttp://purl.org/coar/access_right/c_16ec
_fonline access with authorization
_2star
520 _aBrands are everywhere. 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. 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. That, in fact, we live in a brand culture.Authentic™ maintains that branding has extended beyond a business model to become both reliant on, and reflective of, our most basic social and cultural relations. Further, these types of brand relationships have become cultural contexts for everyday living, individual identity, and personal relationships-what Banet-Weiser refers to as "brand cultures." Distinct brand cultures, that at times overlap and compete with each other, are taken up in each chapter: the normalization of a feminized "self-brand" in social media, the brand culture of street art in urban spaces, religious brand cultures such as "New Age Spirituality" and "Prosperity Christianity,"and the culture of green branding and "shopping for change."In a culture where graffiti artists loan their visions to both subway walls and department stores, buying a cup of "fair-trade" coffee is a political statement, and religion is mass-marketed on t-shirts, Banet-Weiser questions the distinction between what we understand as the "authentic" and branding practices. But brand cultures are also contradictory and potentially rife with unexpected possibilities, leading Authentic™ to articulate a politics of ambivalence, creating a lens through which we can see potential political possibilities within the new consumerism.
538 _aMode of access: Internet via World Wide Web.
546 _aIn English.
588 0 _aDescription based on online resource; title from PDF title page (publisher's Web site, viewed 01. Nov 2023)
650 0 _aBrand name products.
650 7 _aSOCIAL SCIENCE / Media Studies.
_2bisacsh
850 _aIT-RoAPU
856 4 0 _uhttps://www.degruyter.com/isbn/9780814739372
856 4 2 _3Cover
_uhttps://www.degruyter.com/document/cover/isbn/9780814739372/original
942 _cEB
999 _c200891
_d200891