Overview

The cultural consumption research landscape of the 21st century is marked by an increasing cross-disciplinary fermentation. At the same time, cultural theory and analysis have been marked by successive 'inter-' turns, most notably with regard to the Big Four: multimodality (or intermodality), interdiscursivity, transmediality (or intermediality), and intertextuality. This book offers an outline of interdiscursivity as an integrative platform for accommodating these notions. To this end, a call for a return to Foucault is issued via a critical engagement with the so-called practice-turn. This re-turn does not seek to reconstitute venerably Foucauldianism, but to theorize 'inters-' as vanishing points that challenge the integrity of discrete cultural orders in non-convergent manners. The propounded interdiscursivity approach is offered as a reading strategy that permeates the contemporary cultural consumption phenomena that are scrutinized in this book, against a pan-consumptivist framework. By drawing on qualitative and mixed methods research designs, facilitated by CAQDAS software, the empirical studies that are hosted here span a vivid array of topics that are directly relevant to both traditional and new media researchers, such as the consumption of ideologies in Web 2.0 social movements, the ability of micro-celebrities to act as cultural game-changers, the post-loyalty abjective consumption ethos. The theoretically novel approaches on offer are coupled with methodological innovations in areas such as user-generated content, artists' branding, and experiential consumption.

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9781527535152

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George Rossolatos, MSc, MBA, PhD, is an academic researcher, marketing practitioner, and the editor of the International Journal of Marketing Semiotics. His major publications include Handbook of Brand Semiotics (2015); Semiotics of Popular Culture (2015); Brand Equity Planning with Structuralist Rhetorical Semiotics (2012, 2014); //rhetor.dixit//: Understanding Ad Texts' Rhetorical Structure for Differential Figurative Advantage (2013); Applying Structuralist Semiotics to Brand Image Research (2012); and Interactive Advertising: Dynamic Communication in the Information Age (2002), in addition to numerous articles in trade and academic journals. His research interests focus on cultural consumer research/popular culture, branding/advertising, and new media, and span various disciplines such as discourse analysis, semiotics, cultural studies, cultural sociology, rhetoric, phenomenology, deconstruction, psychoanalysis, and communication theory.

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