| 1. |
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| 2. |
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| 3. |
- Dagalp, Ileyha, 1989, et al.
(författare)
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Myth
- 2022
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Ingår i: Journal of the Association for Consumer Research. - 2378-1815 .- 2378-1823.
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Konferensbidrag (refereegranskat)
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| 4. |
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| 5. |
- Dagalp, Ileyha, 1989-, et al.
(författare)
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On Ads as Aesthetic Objects : A Thematic Review of Aesthetics in Advertising Research
- 2024
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Ingår i: Journal of Advertising. - : Informa UK Limited. - 0091-3367 .- 1557-7805. ; 53:1, s. 126-147
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Forskningsöversikt (refereegranskat)abstract
- For an academic field to remain vital, it is necessary to reflect upon its conceptual foundations and learn from adjacent disciplines. On that note, aesthetics can provide significant insights into advertising. While aesthetic elements have received attention in advertising research, no systematic attempts have been made to provide a comprehensive overview of this literature. The purpose of this conceptual article is to bring different branches of aesthetic theory into advertising studies. Marketers have historically focused on product functionality and often appeal to consumers through explicit messages. This article fills an important gap by delineating and advocating the conceptual foundation of advertising aesthetics as a research area worthy of further attention. In short, we understand advertising aesthetics as the artlike properties of and sensory responses to ads. A review of 309 papers provides the thematic outline of the study. Seven key themes are identified: (1) the nature of advertising aesthetics, (2) advertising creativity, (3) textuality, (4) social aesthetics, (5) cross-cultural differences, (6) the role of media in creating aesthetic opportunities, and (7) aesthetic categories beyond the beautiful and sublime. These themes offer a novel way of exploring contemporary issues in advertising. The article concludes with suggestions for future research.
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| 6. |
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| 7. |
- Dagalp, Ileyha, 1989, et al.
(författare)
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Sex, Simulacra, and Sustainability: The Market Pre-Legitimation of Lab-Grown Meat
- 2024
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Ingår i: Journal of the Association for Consumer Research. - 2378-1815 .- 2378-1823.
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- This paper focuses on how the proliferation of discourse around lab-grown meat corresponds to ideological fragmentation in consumer culture. Through a poststructuralist analysis of media reports, we outline three discourses (sex, simulacra, and sustainability) that have contributed to the market pre-legitimation of lab-grown meat among heterogeneous consumer segments.
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| 8. |
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| 9. |
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| 10. |
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| 11. |
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Poetics of Consumption
- 2024
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Ingår i: Consumption Markets & Culture. - 1025-3866 .- 1477-223X.
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Annan publikation (övrigt vetenskapligt/konstnärligt)
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| 12. |
- Södergren, Jonatan
(författare)
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Atonement as an Authenticating Act
- 2022
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Ingår i: Workshops - The Rising Tide of Brand Intangibles and the Future of Brand Authenticity Research.
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Konferensbidrag (refereegranskat)
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| 13. |
- Södergren, Jonatan
(författare)
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Brand Authenticity : 25 Years of Research
- 2021
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Ingår i: International Journal of Consumer Studies. - : Wiley. - 1470-6423 .- 1470-6431. ; 45:4, s. 645-663
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Tidskriftsartikel (refereegranskat)abstract
- Twenty-five productive years have passed since the late Barbara Stern called for marketing scholars to take the topic of brand authenticity into consideration. Brand authenticity is now believed to be a core asset in mainstream marketing, yet confusion surrounds the nature and usage of the term. Using the Antecedents, Decisions and Outcomes format initially developed by Justin Paul and Gabriel Benito as an organizing framework, this article seeks to consolidate an area of thought characterized by multiplicity and excess of disparate meanings. Based on the extensive coverage of studies published over a period of 25 years between 1994 and 2019, extant literature on brand authenticity is reviewed. Three primary streams of research are identified: (1) characteristics that distinguish the ‘real thing’ from the fake, (2) the legitimizing function of authenticity and (3) emotional and moral aspects of authentication. Despite substantive contributions over the last 25 years, many areas of brand authenticity remain underexplored. By synthesizing extant literature, the aim of this study is to identify gaps in knowledge about brand authenticity and to prepare for a future research agenda guided by intersectionality.
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| 14. |
- Södergren, Jonatan, et al.
(författare)
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Disability in influencer marketing : a complex model of disability representation
- 2023
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Ingår i: Journal of Marketing Management. - : Taylor and Francis Ltd.. - 0267-257X .- 1472-1376. ; 39:11-12, s. 1012-1042
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Tidskriftsartikel (refereegranskat)abstract
- Disability is one of the largest minority groups, with a spending power of approximately £273bn every year. Consequently, many advertisers are now weaving people with disabilities into brand narratives. These narratives often evoke feelings of pity or portray people with disabilities as inspiring, solely or in part on the basis of their disability. Meanwhile, social media has emerged as a vessel for social change. Through the netnographic study of twelve influencers with visible impairments, complex personhood is proposed as a social ontology by which disabled lives are acknowledged in less confined terms. Our findings illustrate how social media influencers with disabilities may draw on narratives based on empowerment, playfulness, resistance, and responsibility to present themselves as neither victims nor superhuman agents but as complex human beings. We thus bring forward a complex model in market-mediated representations of disability, beyond the misrepresentational narratives based on pity and ‘inspiration porn’.
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| 15. |
- Södergren, Jonatan
(författare)
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From aura to jargon : the social life of authentication
- 2019
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Ingår i: Arts and the Market. - : Emerald. - 2056-4945. ; 9:2, s. 115-131
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Tidskriftsartikel (refereegranskat)abstract
- PurposeAuthenticity has emerged as a prevailing purchase criterion that seems to include both real and stylised versions of the truth. The purpose of this paper is to address the negotiation of authenticity by examining the means by which costume designers draw on cues such as historical correctness and imagination to authenticate re-enactments of historical epochs in cinematic artwork.Design/methodology/approachTo understand and analyse how different epochs were re-enacted required interviewing costume designers who have brought reimagined epochs into being. The questions were aimed towards acknowledging the socio-cultural circulation of images that practitioners draw from in order to project authenticity. This study was conducted during a seven-week internship at a costume store called Independent Costume in Stockholm as part of a doctoral course in cultural production.FindingsAuthenticity could be found in citations that neither had nor resembled something with an indexical link to the original referent as long as the audience could make a connection to the historical epoch sought to re-enact. As such, it would seem that imagination and historical correctness interplay in impressions of authenticity. Findings suggest that performances of authentication are influenced by socially instituted discursive practices (i.e. jargons) and collective imagination.Originality/valueThis paper contributes to the literature on social and performative aspects of authentication as well as its implications for brands in the arts and culture sector
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| 16. |
- Södergren, Jonatan, et al.
(författare)
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La pensée artistique: Arts and Aesthetics in Consumer Research
- 2024
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Ingår i: Journal of the Association for Consumer Research. - 2378-1815 .- 2378-1823.
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- This panel highlights the role of art in consumer research, focusing on methodology, theory-building, and impact-making. Panelists will share their experiences of drawing from different aesthetic forms and discuss implications for humanistic inquiry in consumer research. We seek to highlight the ongoing relevance and future opportunities of art-orientated consumer research.
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| 17. |
- Södergren, Jonatan, et al.
(författare)
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Marketing and the theatre of the absurd
- 2024
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Ingår i: Marketing Theory. - : SAGE. - 1741-301X .- 1470-5931.
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Tidskriftsartikel (refereegranskat)abstract
- The scientific tradition in marketing research has alienated marketing practitioners from academics. As a counterpoint, we argue that theory from the humanities, especially theatre and drama studies, can provide meaningful insights into consumer culture. Inspired by the Theatre of the Absurd, we develop four absurd prompts present in consumer culture: menace, aphasia, parody, and frustration. Taken together, these prompts amount to an absurd condition, a hall of mirrors, in which consumers inevitably find themselves. While the market promises different ways out of this condition, through manners, speech, sincerity, and attainment, we argue that these promises remain empty, amounting only to absurd inversions leading to new halls of mirrors. Through the lens of the Theatre of the Absurd, we map such promises of inversions and their implications for marketing theory.
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| 18. |
- Södergren, Jonatan, et al.
(författare)
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Myth
- 2022
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Konferensbidrag (refereegranskat)
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| 19. |
- Södergren, Jonatan, et al.
(författare)
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One-Armed Bandit? : An Intersectional Analysis of Kelly Knox and Disabled Bodies in Influencer Marketing
- 2020
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Ingår i: Advances in Consumer Research. - : Association for Consumer Research. - 9780915552818 ; , s. 139-142
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Konferensbidrag (refereegranskat)abstract
- Inclusion of people with disabilities in advertising remains a largely underexplored area of consumer research. Therefore, our visual analysis primarily focuses on Kelly Knox, a British fashion model and social media influencer born without a left forearm, whereby our contributions add to discourses on both influencer marketing and intersectional diversity.
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| 20. |
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| 21. |
- Södergren, Jonatan, et al.
(författare)
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Seeing the invisible : brand authenticity and the cultural production of queer imagination
- 2021
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Ingår i: Arts and the Market. - 2056-4945. ; 11:3, s. 275-297
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: The twofold aim of this theory-building article is to raise questions about the ability of queer cinema to transform market culture and ideologies around gender and sexuality. First, the authors examine how the very capitalization of queer signifiers may compromise the dominant order from within. Second, the authors address how brands possibly can draw on these signifiers to project authenticity.Design/methodology/approach: Through visual methods of film criticism and the semiotic analysis of three films (Moonlight, Call Me By Your Name and Portrait of a Lady on Fire), the authors outline some profound narrative tensions addressed by movie makers seeking to give an authentic voice to queer lives.Findings: Brands can tap into these narrative attempts at “seeing the invisible” to signify authenticity. False sublation, i.e. the “catch-22” of commodifying the queer imaginaries one seeks to represent, follows from a Marcusean analysis.Practical implications: In more practical terms, “seeing the invisible” is proposed as a cultural branding technique. To be felicitous, one has to circumvent three narrative traditions: pathologization, rationalization and trivialization.Originality/value: In contrast to Marcuse's pessimist view emphasizing its affirmative aspects, the authors conclude that such commodification in the long term may have transformative effects on the dominant ideology. This is because even if something is banished to the realm of imagination, e.g. through aesthetic semblance, it can still be enacted in real life.
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| 22. |
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| 23. |
- Södergren, Jonatan, et al.
(författare)
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Tales from the crypt : A psychoanalytic approach to disability representation in advertising
- 2023
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Ingår i: Journal of Consumer Culture. - : SAGE Publications. - 1469-5405 .- 1741-2900. ; 23:4, s. 747-768
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Tidskriftsartikel (refereegranskat)abstract
- Representation is key in the politics of mass-mediated consumer society. Although previous research has noted that representation in advertising generates greater societal visibility for people with disabilities, focus has largely been on negative unintended consequences from a psychological or socio-cultural perspective. The purpose of this study is to explore the complexities involved in the making of a collective psyche related to disability, pointing instead to how the psychic and the social are mutually constitutive. By focusing on market-mediated representation in the form of advertising campaigns, we highlight both potentials and pitfalls of social transformation such as reducing stigma. We use, as revelatory cases, two relatively recent campaigns that sought to include people with disabilities on the Swedish market. We build upon Abraham and Torok's psychoanalytic theorizing to offer a novel approach of studying market inclusion in the context of disability representation. By delineating the social crypt, we elucidate two processes by which stigmatized narratives enter the public consciousness: incorporation (i.e., a process by which stigma is reproduced in the collective unconscious) and introjection (i.e., a form of gradual awareness leading to destigmatization). We find that the inclusion of disability in advertising can potentially work to reduce stigma, but also to inadvertently serve as a subtler form of market exclusion by intensifying the cultural semiotics of capitalized ableism.
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| 24. |
- Södergren, Jonatan, et al.
(författare)
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The Rising Tide of Brand Intangibles and the Future of Brand Authenticity Research
- 2022
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Annan publikation (refereegranskat)abstract
- Brand intangibles - those associations to a brand that are not directly related to the product or service and its function and performance - is one of the topics Keller (2020) suggests as a direction for future consumer research in branding. An especially important question in this research stream will be how consumers form opinions of authenticity. This workshop seeks to facilitate the exchange of ideas in considering the future of brand authenticity research. Authenticity is “one of the cornerstones of contemporary marketing” (Brown et al. 2003, p. 21). Brands that are imbued with authenticity gain an upper hand over their competitors (Gilmore and Pine 2007; Newman and Dhar 2014). For example, brand authenticity positively influences trust and loyalty (Portal et al. 2019), increases brand equity (Södergren 2021) and adds value to the consumer experience (Goulding and Derbaix 2019). Previous research has studied authenticity in relation to CSR (Alhouti et al. 2016), greenwashing (Ewing et al. 2012), counterfeit goods (Hietanen et al. 2020), and brand coolness (Warren et al. 2019), to name a few relevant contexts. However, extant brand authenticity scales (e.g., Morhart et al. 2015) tend to assume a general, one-size-fits-all approach. As a consequence, little is known about the specifics by which authenticity is cultivated among different brand types. Different cues to authenticity resonate better with different types of brands. For example, heritage is an important antecedent to authenticity in luxury brands (Beverland 2006) but perhaps less so among other types of brands. This workshop aims to encourage debates on how consumers form opinions of authenticity in different types of brands. We welcome submissions that discuss your research, alongside the opportunities and challenges relating to developing theoretical and practitioner impact around brand authenticity. Possible research topics include (but are not limited to):- How consumers form opinions about authenticity in different types of brands.- Authenticity in relation to “woke” brand activism, inclusive advertising attempts, and potential backlash.- How marginalised communities are affected by public discourse around what constitutes authenticity following the agenda of transformative consumer research.- Differences and synergies between how authenticity is cultivated internally within an organisation and communicated externally to the market.- Less theoretical case studies on brand authenticity with real-life examples.
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| 25. |
- Södergren, Jonatan
(författare)
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The social crypt : Theorizing pathways to an accessible future
- 2021
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Ingår i: Access, Care and Inclusion.
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Konferensbidrag (refereegranskat)abstract
- People with disabilities are dying of COVID-19 at more than six times the rate of the general population (Weaver, 2020). In addition, lockdown needs of people with disabilities are ignored (MacInnes, 2021). Heeding the call by Baker and colleagues (2005) for future research to investigate consumer vulnerability, we seek to raise questions about the perpetuation of stigma around disability in market systems. More precisely, we build upon the psychoanalytic theory of the crypt to elucidate the process by which market performances inadvertently may reproduce stigma in the collective unconscious (Adkins and Ozanne, 2005; Crockett, 2017; Sandikci and Ger, 2010; Södergren and Vallström, 2019). According to Abraham and Torok (1994), what socially takes place in the presence of something unspeakable is the construction of a crypt. It signifies that which yet cannot be metabolised or expressed with the vocabulary available to us, and thus becomes inaccessible to the gradual work of assimilation. The social crypt could thus be seen as one of the ways in which power and hegemony is legitimated through “the shaping of people’s perceptions and cognitions such that they accept their role in the existing order because they can neither see nor imagine an alternative” (Kearney et al., 2019, p. 550).The social crypt creates a split between the collective unconscious and the market system from which painful historical realities can disrupt and haunt the lives of entire nations. Derrida (1986) vividly helps us picture such a crypt which, comparable to the formation of a cocoon around the chrysalis, also includes the actual or supposed traumas that made assimilation impossible in the first place. Elsewhere, Derrida (1985) elaborates, “the metaphor of the crypt returns insistently. Not having been taken back inside the self, digested, assimilated as in ‘all’ normal mourning, the dead object remains like a living dead abscessed in a specific spot in the ego. It has its place, just like a crypt in the cemetery or temple, surrounded by walls and all the rest. The dead object is incorporated in this crypt—the term ‘incorporated’ signalling precisely that one has failed to digest or assimilate it totally, so that it remains here, forming a pocket in the mourning body. The incorporated dead, which one has not really managed to take upon oneself, continues to lodge there like something other and to ventrilocate through the ‘living.’ The living dead... is the one who is enclosed in the crypt” (p. 57).Precluded in this crypt, unspeakable discourses remain concealed. Facing one’s own implicit prejudices is always difficult, but it is even more shocking when eugenic phobias entombed in the social crypt appear to the surface as a haunting presence in the market system. While the crypt itself is a cryptic term, we argue that it is particularly elucidatory for studying the reproduction of stigma in the collective unconscious, allowing for psychodynamic reconfigurations of structure—agency tensions alongside other structures such as myth and ideology which often are predicated as principles of CCT (e.g., Askegaard and Linnet, 2011).
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| 26. |
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| 27. |
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| 28. |
- Södergren, Jonatan
(författare)
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The Viking myth : nostalgia and collective guilt
- 2022
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Ingår i: Consumption, markets & culture. - : Informa UK Limited. - 1025-3866 .- 1477-223X. ; 25:5, s. 449-468
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Tidskriftsartikel (refereegranskat)abstract
- Consumer understanding of the past often revolves around myths or sanitized versions of history. Consumers resort to these fantasies to connect with values they feel are lost in modern life. Interpreted, however, such imaginations may also invoke moral dilemmas. Findings from interviews conducted on-site at a Viking-themed restaurant indicate that this is the case with the Viking myth, which has been misappropriated by white supremacists. Using Derrida’s concept of “hauntology” as a theoretical lens, findings suggest that the Viking myth, in addition to nostalgia, may evoke feelings of collective guilt when inscribed in a present-day ideological landscape. Findings also show that consumers can resolve such mythological tension by employing atonement as a self-authenticating act. The theoretical framework of collective guilt as a hauntology explains relationships between consumer myth-making and nostalgia that have not been recognized by prior research on past-themed consumption.
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| 29. |
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| 30. |
- Södergren, Jonatan, et al.
(författare)
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What’s haunting the reader? An Otobiographical analysis of patriarchal and colonial spectres in wide sargasso sea
- 2022
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Konferensbidrag (refereegranskat)abstract
- In 1966, Jean Rhys returned from the dead. After the war, the author of After Leaving Mr. Mackenzie (1931), Voyage in the Dark (1934), and Good Morning, Midnight (1939) had mistakenly been presumed dead. She was a revenant, a zombi, a living dead haunting the pebbly beaches in Cornwall, herself haunted by memories of her Creole upbringing. She might have developed a taste for rum cocktails—she was briefly put in a mental hospital after attacking a neighbour with a pair of scissors—but she also had a mission; to bring justice to Mrs. Rochester, the ‘madwoman in the attic’ in Charlotte Brontë’s Jane Eyre (1847). Accordingly, Jean Rhys’s best known work, Wide Sargasso Sea (1966), is a postcolonial and feminist prequel to Brontë’s original. In this paper, we advance theory on gender marketing and the decolonisation of marketing through a reading of Rhys’s late literary masterpiece, hoping to grant her spectres a hospital memory out of a concern for justice.
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| 31. |
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| 32. |
- Södergren, Jonatan, 1989-
(författare)
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“Woke” Authenticity in Brand Culture : A Patchwork Ethnography
- 2022
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- Authenticity is often considered the holy grail in marketing. Prior research has focused on authenticity in consumption and marketing communications based on countercultural images of personal freedom, including mythologies based on resistant rebels and social outlaws. In turn, research has constructed an androcentric view of authenticity using only one-half (i.e., the masculine/agentic) of its inherently ambivalent dialectic of meaning. Little is known about the authentication of more feminine/communally gendered consumers such as stigmatized seekers and other marginalized consumer segments. In that respect the literature on authenticity in consumer research is highly problematic, because the dominant worldview tends to essentialize an exotic version of the Other recognized as authentic while knowing next to nothing about the Other beyond this stereotypical image.This thesis fills an important gap in knowledge regarding the circuit of cultural ideologies around authenticity, particularly in relation to brand culture and consumers’ authenticating acts. Through a patchwork ethnography consisting of data collected in different empirical contexts (e.g., the Viking myth, queer cinema, disability in ads, etc.), the aim is to deconstruct the androcentric gaze on authenticity. Findings help pave the way toward a more empathic marketing theory and practice in which the Other is less confined by the harmful depiction of stereotypes. These findings are important because we live in times when brands are increasingly purpose-driven and expected to engage in activism (e.g., by taking a stand on socio-political issues even if they are not directly related to their business), while our social institutions are becoming more and more like brands. Indeed, recent marketing tendencies indicate a shifting cultural economy in which myths of personal freedom have been replaced with commodity activism in the “woke” discourse of authenticity in contemporary brand culture.I contribute to consumer research and conversations concerning the politics of authenticity, emphasizing issues of ethical representation and responsibility toward the Other, which may alleviate androcentric failings in previous research. I do this through thinking rooted in a deconstructive ontology, a feminist epistemology, and a transformative consumer research axiology.
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| 33. |
- Södergren, Jonatan, et al.
(författare)
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Writing Brands into Historical Silences : Insights from Wide Sargasso Sea
- 2024
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Ingår i: Postcolonial Marketing Communication. - : Springer. ; , s. 37-51
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Bokkapitel (populärvet., debatt m.m.)abstract
- In 1966, Jean Rhys returned from the dead. After the war, the author of After Leaving Mr. Mackenzie (1931), Voyage in the Dark (1934), and Good Morning, Midnight (1939) had mistakenly been presumed dead. She was a revenant, a zombi, a living dead haunting the pebbly beaches in Cornwall, herself haunted by memories of her Creole upbringing. She might have developed a taste for rum cocktails—she was briefly put in a mental hospital after attacking a neighbour with a pair of scissors—but she also had a mission; to bring justice to Mrs. Rochester, the “madwoman in the attic” in Charlotte Brontë’s Jane Eyre (1847). Accordingly, Jean Rhys’s best known work, Wide Sargasso Sea (1966), is a postcolonial and feminist prequel to Brontë’s original. In this paper, we advance theory on decolonial marketing and transformative branding through a reading of Rhys’s late literary masterpiece, hoping to grant her spectres a hospitable memory.
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| 34. |
- Södergren, Jonatan, et al.
(författare)
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“You have to look at it from all angles”: Cubist inquiry in consumer research
- 2024
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Ingår i: Journal of the Association for Consumer Research. - 2378-1815 .- 2378-1823.
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- Marketing can learn from art. 50 years after Picasso’s death, this paper proposes a Cubist market ontology. In Cubist artworks, the subjects are analysed, broken up, and reassembled in an abstract form, suggesting that the subject is represented from multiple viewpoints simultaneously. Such an approach can advance non-representational marketing theory.
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| 35. |
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