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Journal of Consumer Culture
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What's this?

Capital's brandscapes

Robert Goldman

Lewis & Clark College, USA

Stephen Papson

St. Lawrence University, New York, USA

This article explores the contradictory cultural tendencies at play in the political economy of corporate brand values.Corporate brand values often serve mutually contradictory goals of capital accumulation and legitimation.Though competitive branding aims at distinguishing firms from one another, in the overall landscape of branding, the semiotics of branding contributes to tightly condensed, yet overarching, capitalist metanarratives.What additional contradictions evolve out of a branding process that indiscriminately mines culture for the purpose of boosting brand values?

Key Words: cultural contradictions • fractal value • metanarrative • sign values

Journal of Consumer Culture, Vol. 6, No. 3, 327-353 (2006)
DOI: 10.1177/1469540506068682
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