The Corporate Masquerade: Branding Masculinity Through Halloween Costumes
نویسنده
چکیده
This paper argues that men’s Halloween costumes do not offer insight on versions of hegemonic and non-hegemonic masculine performativity as much as Halloween costumes tell us about the colonization of masculinity by commercial interests, thus creating yet another version of branded masculinity. The data, from a content analysis of 100 images of men’s Halloween costumes, demonstrates the considerable power commercial culture has today in constructing and limiting ideas of American masculinity through licensed/branded costumes. Men’s Halloween costumes are not a mere masquerade, an impersonation; rather commercially produced costumes masquerade as consumer “choice” while simultaneously masking the continued transformation of American masculinity into specific brand products.
منابع مشابه
CS 341: Halloween Costume Predictions using Twitter
For this project we had access to Walmart's sales data from the Northern Illinois region for October 7, 2011 November 7, 2011 as well as 3 billion tweets from a similar time frame. We began this project with an aim to predict the sales of Halloween costumes for Walmart using Twitter as a signal. The analysis we conducted showed that one could indeed correlate the sales of Halloween costumes wit...
متن کاملUnmasking Racism: Halloween Costuming and Engagement of the Racial Other
We explore Halloween as a uniquely constructive space for engaging racial concepts and identities, particularly through ritual costuming. Data were collected using 663 participant observation journals from college students across the U.S. During Halloween, many individuals actively engage the racial other in costuming across racial/ethnic lines. Although some recognize the significance of racia...
متن کاملConsultants ’ Perceptions of Corporate Branding : A Case Study of an International Engineering Consultancy
The corporate branding literature on B2B markets has developed fairly rapidly over the past decade. However, empirical support on employees’ perception of corporate branding is very limited, particularly with respect to employees who fall outside the marketing/branding function within their organisations. This paper explores engineering consultants’ views – as an under-researched context – on t...
متن کاملBringing the corporation into corporate branding
This paper describes corporate branding as an organisational tool whose successful application depends on attending to the strategic, organisational and communicational context in which it is used. A model to help managers analyse context in terms of the alignment between strategic vision, organisational culture and corporate image is presented. Themodel is based on a gap analysis, which enable...
متن کاملCorporate brands: what’s new?
2001 marked the tenth anniversary of a seminal article on corporate branding written by the distinguished English advertising consultant Stephen King (1991). In this article King’s contribution to the emergent theory relating to corporate branding in the context of recent scholarship is appraised. This article outlines the benefits and characteristics of corporate brands. It details the differe...
متن کامل