'Visualizing Consumer Culture: A Semiotic Understanding of Interpreted Brands

‘ResearchToday!’ is a research seminar series that shows the width of research in the Business School, and is a forum to foster the collaboration and exchange

About this event

Time: All day
Event Name 'Visualizing Consumer Culture: A Semiotic Understanding of Interpreted Brands
Start Date Mar 21, 2019 12:00 pm
End Date Mar 21, 2019 1:00 pm
Duration 1 hour

Interested guests are always welcome, from within or outside of the university! No registration is needed if you are internal, please just join us. If you are external to the University, please just send us an email to let us know you will be joining us, and we will inform our reception desk to expect you. Contact and further information: Research Manager for the School of Business, email: busresearch@lsbu.ac.uk

This week's seminar presentation will be given by Dr Chloe Preece, Senior Lecturer at Royal Holloway, University of London. To give you a taste of the session, a brief abstract can be found below:

Although the concept of charisma has been widely examined in the leadership literature, it has yet to receive the attention it deserves in consumer research. Conceptualising artworks as charismatic objects, we consider the ability these objects have to illuminate consumer culture. By presenting us with a frozen-in-time consumer culture ‘tableau,’ artworks can not only represent our reality but reveal its ideological underpinnings.

We therefore argue that artistic modes are at the “intersection of method, research, object of research and representation of re-search” (Bode 2010) and demonstrate the value of looking towards artists for insights into the visual in consumer culture. Focusing on the work of contemporary artist Grayson Perry, we contribute to branding theory by considering the interpretive process through which consumers filter brand relationships. By applying semiotic analysis to his work, we demonstrate how brand meanings are dialectically constructed and reconfigured through iterative processes between various actors drawing on; the personal/autobiographical layer, felt ethnicity and class identity layer and the socio-cultural layer.