Branding and the self : Manifestations of violence in narrative encounters
Summary, in English
This paper adopts Benjamin’s (1980) concept of violence to examine the relation between branding practices and self. The paper examines how idealised fantasies and myths of white privileged femininity help to sustain violence in contemporary self-branding practices through a reading of Joyce Carol Oates (2000) epic novel Blonde, which deals with the myth of Marilyn Monroe. It is argued that Oates literary fiction reveals and resonates with the sexual, racial and gender politics that underpins manifestations of violence in accounts of self-branding. Branding is constantly under the threat of the loss of differentiation and control, which - in the context of personal branding - ultimately leads to a loss of selfhood. Hence, branding here becomes a form of violence, because it involves a threat against the subject and a denial of the self’s autonomy.
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- Institutionen för strategisk kommunikation
- Communication Studies
- critical branding
Brand Camp 4
2018-04-05 - 2018-04-07