LEADER 04012nam 2200625Ia 450 001 9910815315203321 005 20200520144314.0 010 $a0-8147-3937-7 010 $a9780814739372$belectronic book 024 7 $a10.18574/9780814739372 035 $a(CKB)2670000000241858 035 $a(EBL)865546 035 $a(OCoLC)811641702 035 $a(SSID)ssj0000831313 035 $a(PQKBManifestationID)11440041 035 $a(PQKBTitleCode)TC0000831313 035 $a(PQKBWorkID)10872769 035 $a(PQKB)11328376 035 $a(MiAaPQ)EBC865546 035 $a(MdBmJHUP)muse19233 035 $a(DE-B1597)548065 035 $a(DE-B1597)9780814739372 035 $a(OCoLC)815477125 035 $a(EXLCZ)992670000000241858 100 $a20120713d2012 uy 0 101 0 $aeng 135 $aurnn#---|un|u 181 $ctxt 182 $cc 183 $acr 200 10$aAuthentic TM $ethe politics of ambivalence in a brand culture /$fSarah Banet-Weiser 205 $a1st ed. 210 $aNew York $cNew York University Press$d2012 215 $a1 online resource 225 0 $aCritical cultural communication 300 $aDescription based upon print version of record. 311 0 $a0-8147-8714-2 311 0 $a0-8147-8713-4 320 $aIncludes bibliographical references and index. 327 $tFront matter --$tCONTENTS --$tACKNOWLEDGMENTS --$tINTRODUCTION --$t1. BRANDING CONSUMER CITIZENS --$t2. BRANDING THE POSTFEMINIST SELF --$t3. BRANDING CREATIVITY --$t4. BRANDING POLITICS --$t5. BRANDING RELIGION --$tCONCLUSION: THE POLITICS OF AMBIVALENCE --$tNOTES --$tINDEX --$tABOUT THE AUTHOR 330 $aBrands are everywhere. Branding is central to political campaigns and political protest movements; the alchemy of social media and self-branding creates overnight celebrities; the self-proclaimed ?greening? of institutions and merchant goods is nearly universal. But while the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Sarah Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics. That, in fact, we live in a brand culture. Authentic? maintains that branding has extended beyond a business model to become both reliant on, and reflective of, our most basic social and cultural relations. Further, these types of brand relationships have become cultural contexts for everyday living, individual identity, and personal relationships?what Banet-Weiser refers to as ?brand cultures.? Distinct brand cultures, that at times overlap and compete with each other, are taken up in each chapter: the normalization of a feminized ?self-brand? in social media, the brand culture of street art in urban spaces, religious brand cultures such as ?New Age Spirituality? and ?Prosperity Christianity, ?and the culture of green branding and ?shopping for change. ?In a culture where graffiti artists loan their visions to both subway walls and department stores, buying a cup of ?fair-trade? coffee is a political statement, and religion is mass-marketed on t-shirts, Banet-Weiser questions the distinction between what we understand as the ?authentic? and branding practices. But brand cultures are also contradictory and potentially rife with unexpected possibilities, leading Authentic? to articulate a politics of ambivalence, creating a lens through which we can see potential political possibilities within the new consumerism. 606 $aBrand name products 606 $aIndustries 615 0$aBrand name products. 615 0$aIndustries. 676 $a658.8/27 676 $a658.827 700 $aBanet-Weiser$b Sarah$f1966-$01140663 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910815315203321 996 $aAuthentic TM$94189732 997 $aUNINA