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Title of the item:

Jack Daniel's America : Iconic brands as ideological parasites and proselytizers

Title :
Jack Daniel's America : Iconic brands as ideological parasites and proselytizers
Authors :
HOLT, Douglas B
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Subject Terms :
Alcool
Alcohol
Commercialisation
Marketing
Consommation
Consumption
Frontière
Boundary
Idéologie
Ideology
Masculinité
Masculinity
Modèle culturel
Cultural Pattern
Publicité
Advertising
Représentation
Representation
Marque commerciale
Whisky
consumer culture
consumption
marketing
masculinity
Sociologie
Sociology
Sociologie économique et du développement
Sociology of economy and development
Sociologie économique
Economic sociology
Comportement économique. Consommation
Economic behaviour. Consumption
Alternate Title :
L'Amérique de Jack Daniel : marques icônes comme parasites idéologiques et prosélytes
Source :
Journal of consumer culture. 6(3):355-377
Publisher :
London: Sage, 2006.
Publication Year :
2006
Physical Description :
print; 23; 23 ref
Original Material :
INIST-CNRS
Document Type :
Article
File Description :
text
Language :
English
Author Affiliations :
Oxford University, United Kingdom
ISSN :
1469-5405
Access URL :
http://pascal-francis.inist.fr/vibad/index.php?action=search&terms=18230027
Rights :
Copyright 2007 INIST-CNRS
CC BY 4.0
Sauf mention contraire ci-dessus, le contenu de cette notice bibliographique peut être utilisé dans le cadre d’une licence CC BY 4.0 Inist-CNRS / Unless otherwise stated above, the content of this bibliographic record may be used under a CC BY 4.0 licence by Inist-CNRS / A menos que se haya señalado antes, el contenido de este registro bibliográfico puede ser utilizado al amparo de una licencia CC BY 4.0 Inist-CNRS
Accession Number :
edsfra.18230027
Academic Journal
Branding is often viewed as a form of ideological influence, but how brands impact ideology has not been carefully specified. I use a genealogical study of the emergence of Jack Daniel's whiskey as an iconic brand to specify the ideological role played by such brands in relation to other producers of ideological change, particularly the other culture industries. I demonstrate that brands play a distinctive role, quite different from that critics have described: brands act as parasites riding the coat-tails of other more powerful cultural forms, but then use their market power to proselytize these ideological revisions. Through ubiquity and repetition, brands transform emergent culture into dominant norms.

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