Consumer Nationalism and Barr’s Irn-Bru in Scotland
- ISBN-10
- 3030533824
- ISBN-13
- 9783030533823
- Category
- Social Science
- Pages
- 264
- Language
- English
- Published
- 2020-10-01
- Publisher
- Springer Nature
- Author
- David Leishman
Description
This book connects a detailed analysis of Irn-Bru’s brand identity over time to theories of national identity, consumer studies, and banal nationalism. It situates the commercial history of Barr’s Irn-Bru in a transnational context and shows how Irn-Bru has become a symbol of Scotland through processes of rewriting, reframing and institutionalized forgetting, linking the consumption of what began as a trans-national generic product to a specific national community. As such, Leishman presents a longitudinal, cross-disciplinary approach to analysing branding and advertising as multi-modal forms of discourse, in order to underline the role of commercial, non-state actors and popular consumerism in the phenomenon of banal nationalism. It will be of interest to students and scholars researching nationalism, consumption, and Scottish studies.
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