The Sage Handbook of Promotional Culture and Society critically examines the social, political, and cultural impact of promotional industries, including advertising, branding, public relations, strategic communication, and marketing communication.
By adopting a global and inclusive approach to its subject, the Handbook champions marginalised voices and cross-cultural scholarship. It brings together contributions from and about a broad range of countries and contexts beyond the Global North, providing a well-rounded picture of promotion as the international phenomenon it is today
Chapters explore both established and emerging topics, with an entire section dedicated to the interplay between promotion and identities, as well as providing coverage of interdisciplinary issues such as promotional media and children, the climate crisis, and social media influencers. There is also a clear focus on bridging theory and practice, with discussions of promotional occupations and workers woven through the chapters.
By reflecting on the questions of what promotional culture is today, how it has evolved, and where it is practiced and by whom, this Handbook is essential reading for scholars and students seeking to shape future research and debate in this dynamic field.
Part 1: Promotional Culture and Industry Logics
Part 2: Promotional Practices
Part 3: Promotion and Identities
Part 4: Promotion and Popular Culture
Part 5: Promotion and Institutional Power
विषयसूची
Editors′ Introduction: What is promotional culture today? – Lee Edwards, Clea Bourne, Jason Vincent A. Cabañes, Gisela Castro
Part 1: Promotional Culture and Industry Logics
Chapter 1: Emotion and humanisation in the UK branding industry – Nicolás Arenas
Chapter 2: Creating cultural weavers: Reimagining the pedagogies and curricula of the promotional occupations in service of producing sustained social change – Nicola A. Corbin
Chapter 3: Promotional industries, capitalism and market society: the changing relationship of ‘value’ to ‘values’ – Anne M. Cronin
Chapter 4: Explaining promotional culture: An institutional logics approach – Lee Edwards
Chapter 5: AI ethics are not enough. public relations, social justice and artificial intelligence – Clea Bourne and Michaela Jackson
Chapter 6: High-tech storytelling: a typology for technology marketers – Yoko Maki
Chapter 7: Brand journalism: perspectives from Ghana – Kobby Mensah and Joscelyne Ahiable
Chapter 8: Creative inclusivity: the narrative of diversity in the tourism media promotion – Desideria Cempaka Wijaya Murti
Part 2: Promotional Practices
Chapter 9: Changing landscape of advertising and promotional industries in Bangladesh – Khorshed Alam
Chapter 10: Disinformation promotion on social media – Fatima Gaw
Chapter 11: Understanding social media marketing manager’s intermediary role: A Middle Eastern case study – Zoe Hurley
Chapter 12: Propaganda and Promotional Culture: Catalysts of disinformation in Malaysian politics – Pauline Pooi Yin Leong and Benjamin Yew Hoong Loh
Chapter 13: Public relations within the promotional work of human rights activists in Portugal – Naide Müller
Chapter 14: Between socialites and promotional logics: How international volunteers in Bali craft their ′voluntourist′ selfies – Kadek Tomi Kencana Putra
Chapter 15: Regimes of visibility in Disney’s CSR: Corporate wokeness, neoliberalism, and promotional Industries – Kailin Regutti, Zane Willard, Mahuya Pal
Part 3: Promotion and Identities
Chapter 16: Plus size fashion promotional culture in Brazil as a biopolitical strategy of consumption – Aliana Aires and Tânia Hoff
Chapter 17: Promotional culture(s): Rediscovering and revisiting ideology: the case of Jamaica – Nova Gordon-Bell
Chapter 18: First Nations public relations, activism, and feminism in Australia – Treena Clark, Yvonne Clark, Shannon Foster, Tiffanie Ireland and Aiesha Saunders
Chapter 19: Breaking invisibilities: Race, racism, and Brazilian advertising in a changing world – Laura Guimarães Corrêa, Pablo Moreno Fernandes, Francisco Leite, Fernanda Carrera
Chapter 20: Enter the ‘sci-fluencer’? Personal branding, race and gender in online science communication – Mehita Iqani
Chapter 21: Racialising my voice: Narrative and commercial challenges for black influencers – Nessa Keddo
Part 4: Promotion and Popular Culture
Chapter 22: Silent or silenced pain? Women with endometriosis caught between neglect and acknowledgement – João Freire Filho and Júlia dos Anjos
Chapter 23: Cruise ships as sales machines: A new promotional practice? – Maria Manuel Baptista and Telma Medeiros Brito
Chapter 24: Public relations as ‘tour of duty’: ‘Dis’embodying PR work in Criminal Minds – Clea Bourne
Chapter 25: K-Dramas as a space for cross-cultural exchange? Counter-flow and its entanglements with soft power and promotional culture – Jason Vincent A. Cabañes and Cecilia S. Uy-Tioco
Chapter 26: Negotiating the media(ted) reality and marginalization: Exploring the lived experiences of LGBTQ consumers from the Global South – Dibyangana Biswas, Himadri Roy Chaudhuri and Anindita Chaudhuri
Chapter 27: Riding on the wave of popular culture: Croatia’s soft power and Game of Thrones fandom – Bruno Lovric
Chapter 28: Promoting sustainability: Resisting capitalist frames of promotional cultures through climate fiction – Debashish Munshi and Priya Kurian
Part 5: Promotion and Institutional Power
Chapter 29: The animal-industrial complex and the promotion of animal exploitation – Núria Almiron
Chapter 30: The promotional pillar of enduring authoritarian-populist regimes: The case of Islamic charities in Erdogan’s Turkey – Burçe Celik
Chapter 31: The political economy of environmental communication: The Chinese context – Sibo Chen
Chapter 32: A quest for unity: Promoting Caribbean ‘oneness’ by creating a regional public sphere – Zoë M.K. Hagley
Chapter 33: The Spanish promotional culture: reflections of a mature sector and an evolving society – Charo Sádaba and Jorge del Río
Chapter 34: Promotional culture, children, and social media: considerations from the Brazilian context – Renata Tomaz and Brenda Guedes
Chapter 35: High tech pauperism: Fintech, promotionalism, and the creation of financial subjects – Alison Hearn
लेखक के बारे में
Gisela G. S. Castro holds a Ph D in Communication and Culture (Federal University of Rio de Janeiro), and a BSc in Psychology from the same University in her hometown Rio. She is a full professor at the Graduate Studies Program in Communication and Consumption Practices she helped found at the Advanced School of Advertising and Marketing (ESPM, São Paulo). Gisela was a Visiting Fellow at Goldsmiths, University of London. Her work was funded by FAPESP and supervised by Mike Featherstone. She investigates the production of subjectivities and modes of sociability in a media-saturated world. Her current research examines the commodification of ageing and longevity in the logics of promotional culture. She publishes regularly, mostly in Brazil. She is an author in Virpi Ylanne’s edited collection Ageing and the Media: international perspectives (Polity Press, 2022).
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