Pop Brands

Branding, Popular Music, and Young People

Nicholas Carah author Sharon R Mazzarella editor Nicholas Carah editor

Format:Hardback

Publisher:Peter Lang Publishing Inc

Published:16th Apr '10

Currently unavailable, and unfortunately no date known when it will be back

This hardback is available in another edition too:

Pop Brands cover

This book presents research on how young people engage with media and branding through popular music culture, exploring the intersections of corporate branding and youth cultural practices in various social spaces.

Pop Brands delves into the intricate relationship between youth culture and corporate branding, exploring how young people engage with media and artifacts in their daily lives. The book highlights the ways in which corporations collaborate with youth and musicians to craft brand identities within media-rich environments. These interactions often occur in social networking sites, live music events, and through user-generated content, showcasing the dynamic nature of brand-building in contemporary society.

Through extensive ethnographic research, the authors investigate how young individuals navigate and construct their identities within these branded spaces. By employing methods such as participant observation, textual analysis, and interviews with various stakeholders—including young people, musicians, and marketers—the book provides a comprehensive understanding of the cultural practices that inform brand engagement. The authors emphasize the importance of considering the perspectives of youth, who actively shape and redefine brands in ways that resonate with their experiences and values.

Furthermore, Pop Brands integrates contemporary theories of marketing and branding with critical cultural analyses, creating a multifaceted dialogue about the role of media in shaping social life. This intersection reveals the ongoing debates surrounding youth agency, consumer culture, and the implications of brand influence in their lives. Ultimately, the book serves as a valuable resource for understanding the complexities of youth-mediated cultural practices and the significant impact of branding within these contexts.

«Students are going to love this book. Employing ethnographic approaches and critical questioning, ‘Pop Brands’ considers how corporations like Coca-Cola, Jack Daniels, Adidas and Virgin partner with young people, helping music fans to feel empowered even as those fans actively engage in producing the culture of branding that threatens the very authenticity and freedom young people would most like to seek out and celebrate.» (Lynn Schofield Clark, Associate Professor, Director of Graduate Studies, and Director, Estlow International Center for Journalism & New Media, Department of Media, Film, & Journalism Studies, University of Denver)
«Nicholas Carah’s ‘Pop Brands’ is an exemplar of recent work bringing cultural studies sensibilities and methods to our understanding of cultural industries and commercialism. By combining a variety of methods including ethnographies of branded music events and interviews with fans and music professionals, Carah very smartly engages the complexities of popular music production, promotion and fandom in an age of integrated marketing and global-scale corporate branding.» (Matt McAllister, Penn State University)
«Students are going to love this book. Employing ethnographic approaches and critical questioning, ‘Pop Brands’ considers how corporations like Coca-Cola, Jack Daniels, Adidas and Virgin partner with young people, helping music fans to feel empowered even as those fans actively engage in producing the culture of branding that threatens the very authenticity and freedom young people would most like to seek out and celebrate.» (Lynn Schofield Clark, Associate Professor, Director of Graduate Studies, and Director, Estlow International Center for Journalism & New Media, Department of Media, Film, & Journalism Studies, University of Denver)
«Nicholas Carah’s ‘Pop Brands’ is an exemplar of recent work bringing cultural studies sensibilities and methods to our understanding of cultural industries and commercialism. By combining a variety of methods including ethnographies of branded music events and interviews with fans and music professionals, Carah very smartly engages the complexities of popular music production, promotion and fandom in an age of integrated marketing and global-scale corporate branding.» (Matt McAllister, Penn State University)

ISBN: 9781433105647

Dimensions: unknown

Weight: 490g

202 pages

New edition