...Richard Tresidder Purpose This paper aims to introduce a social semiotic methodology for the analysis of food marketing and to explore the complexity of reading representations of food within promotional texts. Design/methodology/approach The work develops a social semiotic reading of Marks...

... of consumption) and while they can be said to share certain common traits the broad philosophical foci of these two groups are vastly incommensurate with one another. Practical implications Marketing discourse has perpetually conflated subculture with forms of consumption, i.e. brand communities, yet...

...Lisa Penaloza Purpose This paper aims to examine the nature of market politics in a Latino/a community in Southern California, USA. Design/methodology/approach Research methods combine orignial ethnographic and historical work with secondary sources on marketing and political activities...

... the commodification found in media markets, especially as they fear that rampant commercialization poses challenges for cultural vitality. Drawing on neo-Weberian theory, the present study takes a different approach to commodification. While not discounting the potentially negative effects of commercialization, I...