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Title [en]
Brands resonating co-authors
Abstract [en]
Brands are mediators. It means that brands intercede the demand and supply of products through the organisation, co-ordination and integration of the use of information. We are said to live in a ‘brand society’ where brands have become a new way of organizing production and managing consumption. There are several possible actors influencing the symbolic message conveyed by a brand. Corporations, consumers as well as mediators (such as critics and agents) and the cultural industry are suggested to be so-called ‘coauthors’ of significance. However the branding process will be intertwined with already existing cultural codes. Thus, it is implicit that culture will influence how the branding process develops and the brand interpretation. Understanding branding as a verb, that is taking interest in the process of branding, the project focus questions such as: How do brands as an interface re-structure interaction between stakeholders? How do co-authoring of importance take place and why? Wishing to include also the resonance of culture, politics and ideology in the analysis, the project design is a comparative methodological approach. The cases are chosen for being geographically close to Sweden but still a contrast culturally, such as Russia and Finland. The aim of the study is to scrutinize the making of brands by analysing the interactivity of crucial stakeholders that become co-authors, following interpretative and constructivist methodological traditions. The project includes three cases: 1) Internet, as a technology for exploiting and co-authoring a brand (cases Sweden/Russia) 2) popular culture, illustrating literature as interactive in the process of branding (cases Russia/Great Britain), and 3) politics/ideology, revealing how ideals in society reason and resonate with the co-authoring of brands (cases Sweden/Finland).
Publications (2 of 2) Show all publications
Winroth, K. (2020). Fashionabla varumärken och passionerade entreprenörer. Stockholm: Ekerlids förlag
Open this publication in new window or tab >>Fashionabla varumärken och passionerade entreprenörer
2020 (Swedish)Book (Other (popular science, discussion, etc.))
Abstract [sv]

Bokan handlar om vikten av att använda si magkänsla i arbetet med att utveckla varumärken och affärer. Om att våga experimentera och erbjuda affärsmodeller som inte funnits tidigare - modeller som kan förändra en hel bransch. 

Karin Winroth låter oss möta två modiga och framgångsrika entreprenörer som börjande sin bana i blogg- respektive mediavärlden och bjuder på ett djupdykning i konsumtionskultur, sociala karriärer och digitala äventyr bland modeeliten. Här berättar också en världskänd entreprenör, med nära koppling till modebranschen, om sin passion - att förvalta och förnya hästkrafter, varumärken och affärer.

Place, publisher, year, edition, pages
Stockholm: Ekerlids förlag, 2020. p. 160
Keywords
Branding, social media, digital entrepreneurship and the business of fashion, Varumärken, sociala media, digitalt entreprenörskap och modebranschen
National Category
Business Administration
Research subject
Politics, Economy and the Organization of Society; Critical and Cultural Theory; Baltic and East European studies
Identifiers
urn:nbn:se:sh:diva-40239 (URN)9789188849502 (ISBN)
Funder
The Foundation for Baltic and East European Studies, 50/2015
Available from: 2020-02-18 Created: 2020-02-18 Last updated: 2020-02-19Bibliographically approved
Schultz Nybacka, P. (2019). Dark, Difficult and Depressing: Nordic Crime Novels in the Eyes of the Beholder (1ed.). In: Søren Askegaard & Jacob Östberg, Eds. (Ed.), Nordic Consumer Culture: State, Market and Consumers (pp. 193-212). Cham: Palgrave Macmillan
Open this publication in new window or tab >>Dark, Difficult and Depressing: Nordic Crime Novels in the Eyes of the Beholder
2019 (English)In: Nordic Consumer Culture: State, Market and Consumers / [ed] Søren Askegaard & Jacob Östberg, Eds., Cham: Palgrave Macmillan, 2019, 1, p. 193-212Chapter in book (Refereed)
Abstract [en]

Nordic crime novels have become a phenomenon on the global book market, famous for painting a dark picture of previously idealized societies. The success of Nordic Noir belongs specifically with its reception in Germany, which holds a longstanding interest in all things Northern or Scandinavian. Nordic crime novels are translated and packaged in ways to render them with a specific Northern ambiance: snowy, solitary and sinister. Brands then belong with paratext, such as backside texts and cover images that construct a given text. The main argument is that brands like Nordic Noir resonate culture and thrive on the paratextual threshold. This chapter combines interviews with literary agents, an editor and German-language readers with illustrative examples of paratextual elements of Nordic Noir and especially Schwedenkrimi. Firstly, the German market was already primed by interest in Noir and regional identity before the emergence of Nordic Noir, creating a backdrop for its reception. For readers Nordic Noir connects outer and inner landscapes, creating a more nuanced understanding that even “normal” people can become criminal. To conclude, the case of crime novels and Nordic Noir highlight how paratext can bring out symbolic qualities of a text in a way that resonates and reverberate a brand, and especially across cultural borders.

Place, publisher, year, edition, pages
Cham: Palgrave Macmillan, 2019 Edition: 1
Keywords
Nordic Noir, Skandinavienkrimi, Schwedenkrimi, brand paratext, popular literature, genre, crime novels, regionalization, book market, book cover, Germany, Baltic Sea
National Category
Economics and Business
Research subject
Baltic and East European studies
Identifiers
urn:nbn:se:sh:diva-37927 (URN)10.1007/978-3-030-04933-1 (DOI)2015/3.1.1/717 (Local ID)978-3-030-04932-4 (ISBN)978-3-030-04933-1 (ISBN)2015/3.1.1/717 (Archive number)2015/3.1.1/717 (OAI)
Funder
The Foundation for Baltic and East European Studies, 50/2015
Available from: 2019-04-01 Created: 2019-04-01 Last updated: 2019-08-29Bibliographically approved
Co-InvestigatorSvendsen, Martin
Co-InvestigatorSchultz Nybacka, Pamela
Principal InvestigatorWinroth, Karin
Coordinating organisation
Södertörn University
Funder
Period
2016-01-01 - 2018-12-31
Keywords [sv]
Östersjö- och Östeuropaforskning
Keywords [en]
Baltic and East European studies
National Category
Business Administration
Identifiers
DiVA, id: project:1702Project, id: 50/2015_OSS

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