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Branding

Branding: Laurie Taylor explores the 'persuasion industries'. Has our idea of the rational consumer changed over time? Also, how branded clothing is promoting far right ideology.

Branding: Laurie Taylor explores the 'persuasion industries' and their role in creating modern consumer society. How has their use of an emotional model of brand communication, whether in political campaigning or product advertising, transformed our understanding of the rational consumer? He's joined by Steven McKevitt, Visiting Professor in Brand Communication, at Leeds Beckett University. Also, how 'branding' can desensitize far right consumers to extremist ideas. Cynthia Miller-Idriss, Associate Professor of Education and Sociology at American University, discusses her study into the ways in which extremism is going mainstream in Germany through clothing brands laced with racist and nationalist symbols.

Producer: Jayne Egerton

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29 minutes

RELATED LINKS

Steven McKevitt, Visiting Professor of Brand Communication at Leeds Business School, Leeds Beckett University 


Cynthia Miller-Idriss, Professor of Education and Sociology at American University, Washington DC

READING LIST

Steven McKevitt, The Persuasion Industries - the Making of Modern Britain, (OUP, 2018)


Cynthia Miller-Idriss, The Extreme Gone Mainstream - Commercialization and Far Right Youth Culture in Germany, (Princeton University Press, 2017)

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