Ideologies Mediating Brands Taking a Political Stance: A Socio-cultural Perspective on How Consumers Draw from Different Ideologies in their Meaning-making of Brands that Take a Political Stance
(2021) BUSN39 20211Department of Business Administration
- Abstract
- We aim to enhance the understanding of how consumers draw from different ideologies in their meaning-making of brands taking a political stance. This research used a qualitative approach, more specifically, a case-based approach and netnography. The two cases chosen are campaigns by Nike and Gillette discussing issues concerning racial justice and gender equality. Initially, 613 comments were gathered from three online platforms, Twitter, WorldNetDaily, and Flashback. The categorical reduction was then used to reduce the comments to 436 by prioritizing certain themes in an effort to produce a more interesting and manageable set of data.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9058075
- author
- Carbone, Maria Agustina LU and Pétursdóttir, Agnes Ýr LU
- supervisor
-
- Sofia Ulver LU
- Hossain Shahriar LU
- organization
- course
- BUSN39 20211
- year
- 2021
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Consumer Culture Theory, Socio-cultural Perspective, Political Consumerism, Ideology, Responsibilization, Consumer Resistance, Governmentality.
- language
- English
- id
- 9058075
- date added to LUP
- 2021-06-29 14:19:34
- date last changed
- 2021-06-29 14:19:34
@misc{9058075, abstract = {{We aim to enhance the understanding of how consumers draw from different ideologies in their meaning-making of brands taking a political stance. This research used a qualitative approach, more specifically, a case-based approach and netnography. The two cases chosen are campaigns by Nike and Gillette discussing issues concerning racial justice and gender equality. Initially, 613 comments were gathered from three online platforms, Twitter, WorldNetDaily, and Flashback. The categorical reduction was then used to reduce the comments to 436 by prioritizing certain themes in an effort to produce a more interesting and manageable set of data.}}, author = {{Carbone, Maria Agustina and Pétursdóttir, Agnes Ýr}}, language = {{eng}}, note = {{Student Paper}}, title = {{Ideologies Mediating Brands Taking a Political Stance: A Socio-cultural Perspective on How Consumers Draw from Different Ideologies in their Meaning-making of Brands that Take a Political Stance}}, year = {{2021}}, }