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Varumärkenas fält: Produktion av erkännande i Stockholms reklamvärld
Stockholm University, Faculty of Social Sciences, Department of Social Anthropology.
2012 (Swedish)Doctoral thesis, monograph (Other academic)Alternative title
The Field of Brands : Production of Recognition in the Stockholm Advertising World (English)
Abstract [sv]

I Varumärkenas fält ställs frågor som: Hur vinner man erkännande i Stockholms reklamvärld? Hur säljer reklamproducenter detta erkännande till sina uppdragsgivare? Vad för slags erkännande är statliga reklamköpare ute efter att vinna genom sitt samarbete med prisbelönta och erkända reklamproducenter? I kontrast till en spridd föreställning att reklamen ”speglar samhället” är grundantagandet i denna studie att reklamen i första hand speglar den värld som skapar den, dvs. reklamvärlden. Det är människorna i detta mikrokosmos vars föreställningar och idéer om samhället som reklamen primärt reflekterar – men först efter att prismatiskt ha brutits genom ett fält. Frågan är därför hur detta fält är socialt och mentalt strukturerat. Utkikspunkten är en globalt verksam amerikansk reklambyrås Stockholmskontor, där dagliga deltagarobservationer utförts under ett års fältarbete.

Abstract [en]

The Field of Brands asks questions such as: How is recognition awarded in Stockholm's advertising world? How do advertising producers sell this recognition to their clients? What kind of recognition are state-owned buyers of advertising seeking through their collaboration with award-winning elite advertising agencies? Opposed to the popular notion that advertising "mirrors society", a basic assumption in this study is that advertising primarily reflects the social world that creates it, i.e. the advertising world. The argument being that it is the members of this microcosm whose ideas about society advertising primarily reflects – although only after having been refracted through a field. The question is therefore how this field is socially and mentally structured. The vantage point is a globally active U.S. advertising firm’s Stockholm office, where daily participant observations have been conducted during one year of fieldwork.

Place, publisher, year, edition, pages
Stockholm: Acta Universitatis Stockholmiensis, 2012. , 353 p.
Series
Stockholm studies in social anthropology, ISSN 0347-0830 ; N.S., 5
Keyword [en]
recognition, brand, field, communicative capital, classification, class, power, order, social being, brand of being
Keyword [sv]
erkännande, varumärke, fält, kommunikativt kapital, klassifikation, klass, makt, ordning, socialt vara, varamärke
National Category
Social Anthropology
Research subject
Social Anthropology
Identifiers
URN: urn:nbn:se:su:diva-78549ISBN: 978-91-86071-96-7 (print)OAI: oai:DiVA.org:su-78549DiVA: diva2:541869
Public defence
2012-09-14, Nordenskiöldsalen, Geovetenskapens hus, Svante Arrhenius väg 12, Stockholm, 13:00 (Swedish)
Opponent
Supervisors
Funder
Swedish Research Council
Available from: 2012-08-23 Created: 2012-07-16 Last updated: 2015-06-16Bibliographically approved

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CiteExportLink to record
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Citation style
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