Summarize topic: For this Logo & Imago paper, I would like to focus on the concepts of iconic branding and identity myth because mass media advertisements from iconic brands have a common strategy to fashion their products on the basis of some hidden cultural codes and certain values. These overt and hidden meanings in the …
Participatory culture is, according to Jenkins: “A culture in which fans and other consumers are invited to actively participate in the creation and circulation of new content.”(Fuchs, 2014, p.54). This thus means that, according to Jenkins, consumers of social media are simultaneously encouraged to become producers of content which gives them more agency in …
In this blog post the focus will be on the viral video marketing campaign of Old Spice and how its particular pattern of production, circulation, and response might have been addressed according to the viral media theory and the spreadable media theory. The viral media theory was developed by Rushkoff (1994). He argued that …
Persuasion is, according to Simons (2001), “human communication designed to influence the autonomous judgements and actions of others” (p.7). Persuasion is thus a form of pursued influence since it tries to reshape the manner other people think, feel, or act, through communication. This manner of influence in persuasion differs, according to Simons (2001), from other …
In this blog post the focus will be on the semiotic analysis of an American television commercial from the 1960s from the brand Tupperware. However, before I delve into the analysis of the advertisement, I will first present my method. The semiotic approach that I used for this analysis is greatly based on the method …
Since I have explained the method of discourse analysis I in the prior blog post, I will now focus on Rose’s second method of discourse analysis called discourse analysis II. This method focuses more on how institutions and spaces structure our human behaviour and society rather than images and texts. Rose (2001) explains that discourse …
According to Rose, discourse means: “a group of statements which structure the way a thing is thought, and the way we act on the basis of this thinking.” (Rose, 2001, p.136). An example of this is medical discourse. This embodies the particular language of medicine, the type of knowledge it generates and the institutions and …
Holt (2004) argues that certain brands nowadays have developed according to identical principles as cultural icons such as James Dean. He asserts that consumers nowadays value some commodities not only for their practical purpose but increasingly for what they symbolize (p.3). This is because these brands are, just as cultural icons, permeated with stories …
Semiotics is, according to Berger (2010), the science of signs (p. 4) or as Branston and Stafford (2003) define it as “the study of how things come to have significance” (p.12). The science of semiotics can be traced back two thousand years ago starting with Hippocrates. Modern semiotics, however, began with the work of …
My name is Bente and I am a Dutch second year student in Arts and Culture at Maastricht University. This year I am following the Media culture specialisation since media are increasingly important and influential phenomena in our contemporary society. This blog is dedicated to one of the courses of this programme called Logo and …