Advanced

The mediatized Zlatan made by Sweden : The immigrant’s path from provincial Otherness to a Western Literary Space

Sarrimo, Cristine LU (2015) In Nordicom Review 36(2). p.3-15
Abstract
The present article analyses the mediatization of the brand and celebrity Zlatan Ibrahimovic using the reception and marketing of the footballer's life story and autobiography as its main case. It is shown that the construction of a myth such as Ibrahimovic transcends the materiality of the book as well as geographical, vernacular and media boundaries, as it is constituted as content in a digital network that produces signification. This 'Zlatan content' is framed by national Swedish values and a traditional Western myth of individual masculine excellence. It is also marked by emotions, class and race, telling a tale about the marginalized emotive immigrant becoming both a national icon and a part of an imaginary Western ghetto experience... (More)
The present article analyses the mediatization of the brand and celebrity Zlatan Ibrahimovic using the reception and marketing of the footballer's life story and autobiography as its main case. It is shown that the construction of a myth such as Ibrahimovic transcends the materiality of the book as well as geographical, vernacular and media boundaries, as it is constituted as content in a digital network that produces signification. This 'Zlatan content' is framed by national Swedish values and a traditional Western myth of individual masculine excellence. It is also marked by emotions, class and race, telling a tale about the marginalized emotive immigrant becoming both a national icon and a part of an imaginary Western ghetto experience and global literary canon formation. It is argued that the performance of excitable speech acts is crucial in the mediatization and branding of mass market literature and celebrities such as Ibrahimovic. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Emotion, Race, Class, Celebrity, Autobiography, Mediatization
in
Nordicom Review
volume
36
issue
2
pages
3 - 15
publisher
The Nordic Information Centre for Media and Communication Research
external identifiers
  • wos:000367587500002
  • scopus:84944714535
ISSN
2001-5119
DOI
10.1515/nor-2015-0013
language
English
LU publication?
yes
id
7d064ff2-1b71-44ec-abbf-754ad6f98646 (old id 4985968)
date added to LUP
2015-01-27 11:28:12
date last changed
2017-01-01 06:25:06
@article{7d064ff2-1b71-44ec-abbf-754ad6f98646,
  abstract     = {The present article analyses the mediatization of the brand and celebrity Zlatan Ibrahimovic using the reception and marketing of the footballer's life story and autobiography as its main case. It is shown that the construction of a myth such as Ibrahimovic transcends the materiality of the book as well as geographical, vernacular and media boundaries, as it is constituted as content in a digital network that produces signification. This 'Zlatan content' is framed by national Swedish values and a traditional Western myth of individual masculine excellence. It is also marked by emotions, class and race, telling a tale about the marginalized emotive immigrant becoming both a national icon and a part of an imaginary Western ghetto experience and global literary canon formation. It is argued that the performance of excitable speech acts is crucial in the mediatization and branding of mass market literature and celebrities such as Ibrahimovic.},
  author       = {Sarrimo, Cristine},
  issn         = {2001-5119},
  keyword      = {Emotion,Race,Class,Celebrity,Autobiography,Mediatization},
  language     = {eng},
  number       = {2},
  pages        = {3--15},
  publisher    = {The Nordic Information Centre for Media and Communication Research},
  series       = {Nordicom Review},
  title        = {The mediatized Zlatan made by Sweden : The immigrant’s path from provincial Otherness to a Western Literary Space},
  url          = {http://dx.doi.org/10.1515/nor-2015-0013},
  volume       = {36},
  year         = {2015},
}