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dc.contributor.authorRoy, Tonya Couch
dc.description.abstractUsing a Foucauldian-informed approach to research on discourse, this study explores how identity discourses have operated as a function of property in contemporary American culture. The study joins a growing stream of commentary that recognizes identity as a central site of inquiry in critical research of communication and culture. Focusing on corporate identity illustrates a key cultural shift in application of the identity concept as its location has broadened from people to include corporations. The shift reflects an expanding domination and importance of corporations within the American and global landscape. Acknowledging and investigating this shift highlights pivotal 21st century concerns with institutional discourse, anti-corporate political activism, global political economy, and multinational corporatism that warrant in-depth investigation in contemporary communications research. Through exploring such issues in American culture and pursuing an in-depth analysis of contestations over corporate identity as they relate to Coca-Cola, the study traces how identity is produced through language and material means, as well as how it has been tied integrally to property in the late 20th century. The evolving cultural understanding of media’s function in this discursive process is also explored, first in terms of media’s perceived capacity to deliver mimetic and truthful representations, and then in terms of their perceived productive role in generating and circulating meaning. The study further develops a moral/regulatory discursive framework through which to understand the emergence of corporate identity discourse. Theoretically and practically, investigating the discursive boundaries of meaning for identity through such an approach to corporate identity offers a timely target through which to investigate how contemporary media are themselves implicated in the discursive production of commonsense ideas. The study in conclusion argues for the value in discursive approaches to mass communication research.
dc.subjectCorporate Identity
dc.subjectMass Communication history
dc.subjectAnti-corporate activism
dc.subjectCulture Jamming
dc.titleCoke is it?
dc.title.alternative(dis)locating identity in corporate identity discourse
dc.description.departmentMass Communication
dc.description.advisorJames Hamilton
dc.description.advisorelli lester roushanzamir
dc.description.committeeJames Hamilton
dc.description.committeeelli lester roushanzamir
dc.description.committeeAndy Kavoori
dc.description.committeeHorace Newcomb
dc.description.committeeBeth Preston

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