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The Social Life of Brands: On Choosing Values for Visions (and Divisions)
Stockholm University, Faculty of Social Sciences, Department of Social Anthropology.
2008 (English)In: Transparency in a New Global Order: Unveiling Organizational Visions / [ed] Christina Garsten & Monica Lindh de Montoya, Cheltenham (UK); Northampton, Mass. (US): Edward Elgar Publ. , 2008, 59-78 p.Chapter in book (Other academic)
Abstract [en]

From the viewpoint of an international advertising agency in Stockholm, this article sketches some important power lines that structure the social space within which “creators” and “curators” in the Swedish advertising industry perform their actions. Inspired by Pierre Bourdieu’s field theory, Galli also examines the tense relation between a field of production specialized in constructing specific symbolic products known as brands, and a world of legitimate cultural production. In the field of brand production different sorts of recognized skills and resources render its possessors communicative capital, an active property expressed in objectified, institutionalized, and embodied states like awards, membership in field-specific boards and juries, and the bodily capacity to master social presentations. A study of “brand-day workshops” rounds off the text suggesting that institutional and individual agents in the field of power not only aim at perpetuating and control brand competition through advertising and branding, but also the more hidden dimension of already existing social distinctions and divisions.

Place, publisher, year, edition, pages
Cheltenham (UK); Northampton, Mass. (US): Edward Elgar Publ. , 2008. 59-78 p.
Keyword [en]
brand, branding, brand of being, advertising, Bourdieu, field, field, habitus, vision, division, transparency
Keyword [sv]
varumärke, varumärkning, varamärke, Bourdieu, fält, kapital, habitus, vision, division, transparens
National Category
Social Anthropology Sociology Business Administration
Research subject
Social Anthropology
URN: urn:nbn:se:su:diva-31495ISBN: 978 1 84542 325 4OAI: diva2:277412
Fashioning Markets (Att forma marknader)
Available from: 2009-11-18 Created: 2009-11-18 Last updated: 2010-01-11Bibliographically approved

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