Multiple dimensions of mediation within transnational advertising production: cultural intermediaries as shapers of emerging cultural capital
The paper re-conceptualizes cultural intermediaries as shapers of “emerging cultural capital” (Prieur, A., and M. Savage. 2013. “Emerging Forms of Cultural Capital.” European Societies 15 (2): 246–267; Savage, M., F. Devine, N. Cunningham, M. Taylor, Y. Li, J. Hjellbrekke, and A. Miles. 2013. “A New Model of Social Class? Findings from the BBC’s Great British Class Survey Experiment.” Sociology 47 (2): 219–250) and re-frames their practice of signification and negotiation as informed by “multiple dimensions of mediation.” Drawing on a case study of Nike’s transnational advertising production and interviews with key actors within the context of production, the paper examines how the creative/cultural labour process cuts across global and national fields of cultural production and consumption through which popular culture and middle-brow tastes were mediated, signified and represented. In particular, a television campaign for the Japanese youth market was critically analysed to reveal how specific new tastes, lifestyles and consumption practices were legitimized as emerging forms of cultural capital. Consequently, their taste-making practices are profoundly implicated in symbolic struggles and cultural changes emerging within/from the increasingly “globalizing” field of cultural production.... [Show full abstract]
Keywordscultural intermediaries; Bourdieu; dimensions of mediation; cultural production; advertising; taste-making; emerging cultural capital; sport brand
Fields of Research1505 Marketing; 200202 Asian Cultural Studies; 200203 Consumption and Everyday Life; 200212 Screen and Media Culture; 2002 Cultural Studies
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CitationKobayashi, K., Jackson, S.J., & Sam, M.P. (2017). Multiple dimensions of mediation within transnational advertising production: cultural intermediaries as shapers of emerging cultural capital. Consumption Markets and Culture. doi:10.1080/10253866.2017.1345421
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