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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

Carbone, Maria Agustina LU and Pétursdóttir, Agnes Ýr LU (2021) BUSN39 20211
Department 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.
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author
Carbone, Maria Agustina LU and Pétursdóttir, Agnes Ýr LU
supervisor
organization
course
BUSN39 20211
year
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}},
}