The consumption, politics and transformation of community

Moufahim, Mona; Wells, Victoria K.; Canniford, Robin

doi:10.1080/0267257x.2018.1479506

Cited by 12 publications

(7 citation statements)

References 91 publications

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“…One well-documented faction of political marketing is the construct of political branding (Marder et al 2018;Speed et al 2015). However, political branding research remains underresearched (Harris and Lock 2010;Lock and Harris 1996;Moufahim et al 2018;Nielsen 2016;Scammell 2015), particularly the internal orientation and intentional, desired positioning otherwise known as political brand identity. Existing studies that have tended to focus on the identity of 'party' political brands rather than that of politicians (French and Smith 2010; Lees-Marshment 2001;Lees 2005;Nord and Stromback 2009;O'Cass 2001;Ormrod 2007;Pich and Dean 2015).…”

Section: Introductionmentioning

confidence: 99%

Exploring Personal Political Brands of Iceland’s Parliamentarians

Armannsdottir

Carnell

Pich

2019

Journal of Political Marketing

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This paper focuses on an under-researched and under-developed typology of political branding and conceptualises politicians as personal political brands. Further, this study answers explicit calls for more research devoted to exploring the development of intended brand identity particularly from a brand creator perspective. Members of Parliament from the Republic of Iceland contextualises this study. This qualitative case-study approach reveals how personal political brands create, construct and communicate their identity. Personal political brand identities were established and managed via a clear brand mantra and offline-online communication tools, which in turn revealed a degree of alignment with their party-political brand. However, this paper also demonstrates the challenges of managing the identities of personal political brands in terms of authenticity and integration particularly with coalition partners. Our paper builds on the six-staged analytical process of personal branding and proposes the Personal Political Brand Identity Appraisal Framework as an operational tool to introspectively evaluate personal political brand identity. This framework can be used by political actors across different settings and contexts to assess personal political brands from multiple perspectives.

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Section: Introductionmentioning

confidence: 99%

Exploring Personal Political Brands of Iceland’s Parliamentarians

Armannsdottir

Carnell

Pich

2019

Journal of Political Marketing

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“…3 They do not seem interested in engaging with other like-minded consumers in a classical communitarian way and discuss about the brands they are passionate for. This suggests that our users coalesce into a kind of social formation that is assimilable to a brand public (rather than a brand community) (Moufahim et al, 2018). Focusing again on the stats, it is worth noting that (for all brands) the average like count always exceeds the average number of comments and reciprocal mentions.…”

Section: Resultsmentioning

confidence: 99%

Affordances-Based Brand Relations: An Inquire on Memetic Brands on Instagram

Caliandro

Anselmi

2021

Social Media + Society

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In this article, we argue that, in an era of platformization of culture, social media users tend to relate with brands through modalities that are more informed by platforms’ affordances (i.e., by the technical architecture of and participatory cultures thriving on social media platforms), rather than shared systems of values and meanings promulgated within brand communities or influencers’ fandoms. Our argument grounds on an analysis of 757,776 Instagram posts related to six global brands, through which we show how users create branded content by following and reproducing a memetic logic. Drawing on our empirical results and Limor Shifman’s theory of Internet memes, we introduce the notion of memetic brands. Memetic brands are collections of branded social media posts, which derive from a standard branded template that repeats from user to user with small compositional changes at every iteration and on top of which users attach expressions of their vernacular creativity. In the process, memetic brands vehiculate a hypersignification, that is, an implicit discourse on fluid and situational consumption. Through the concepts of affordances-based brand relations and memetic brands, the article contributes (from a theoretical and methodological point of view) to the emerging literature on platformization of culture.

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“…These findings provide insights regarding heterogeneity and fragmentation in consumer communities. Literature indicates that communities can be multi-layered, with individuals and subgroups taking on various roles (Moufahim et al, 2018). There is, we observe, less interest in mechanisms for mitigating the tensions that arise from unequivocal belonging to more than one community.…”

Section: Concluding Discussionmentioning

confidence: 99%

“…Turkish football fandom provides an instance of highly commodified football (Irak, 2019;Yıldırım, 2017), and anticonsumerist or socially engaged practices by fan groups (Erhart, 2013(Erhart, , 2014Mcmanus, 2013). Such views of football fandom mirror the attention in consumer culture literature into communities of consumers (Moufahim et al, 2018), and their consumption practices toward diverse social, cultural and economic ends, either in compliance with or in defiance of the mainstream (Dolbec and Fischer, 2015;Goulding and Saren, 2007;Muñiz and O'Guinn, 2001).…”

Section: Introductionmentioning

confidence: 97%

Autonomy or loyalty? Community-within-community interactions of a local football fandom group

Kaygan

2021

Journal of Consumer Culture

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Fandom communities adopt diverse consumption practices to cope with an overwhelmingly commodified football. Drawing upon literature on consumer communities, this paper examines a local football fandom community in multifarious relations with its broader fandom through divergent consumption practices, which create tensions and ambivalences in terms of the former’s autonomy from and loyalty to the latter. Based on observations and interviews with community members, the paper describes how the community’s production and consumption of its own products are experienced as matters of autonomy within and difference from broader communities, whilst the consumption of merchandise is regulated and performed as expression of loyalty to broader fandom. Findings demonstrate how a community can use multiple consumption practices to manage, mitigate and sustain its community-within-community tensions.

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The consumption, politics and transformation of community

Cited by 12 publications

References 91 publications

Exploring Personal Political Brands of Iceland’s Parliamentarians

Exploring Personal Political Brands of Iceland’s Parliamentarians

Affordances-Based Brand Relations: An Inquire on Memetic Brands on Instagram

Autonomy or loyalty? Community-within-community interactions of a local football fandom group

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