Language and Linguistics; Sociology and Political Science; Linguistics and Language; cuco lab
Résumé :
[en] This article focuses on the branding of Patriotic Alternative (PA), a British fascist organization and business, in three analytic steps: (i) branding as circulating ideologies as commodities; (ii) branding as creating - and selling - community, and (iii) branding as regimenting meaning. Building on work on the communicability of evil and language, nationalism, and political economy, we explore how PA uses the affordances of platform capitalism in a project that goes beyond ideological normalization: not just rebranding a message as acceptable but selling a product which builds a community aligned with this ideology. Looking at both brand and political websites, YouTube, as well as Telegram channels, we show how PA's branding functions to invest a wide range of mundane practices with racist meaning; they are imagined to forestall the great replacement. Rebranding racism as white community, every cup of tea sold brings back the world of your grandma, each bar of soap protects white skin. (Far-right semiosis, branding, platform capitalism)∗
Disciplines :
Langues & linguistique
Auteur, co-auteur :
TEBALDI, Catherine ; University of Luxembourg > Faculty of Humanities, Education and Social Sciences (FHSE) > Department of Humanities (DHUM) > Luxembourg Studies
Del Percio, Alfonso; FHNW University of Applied Sciences and Arts Northwestern Switzerland, Switzerland
Co-auteurs externes :
yes
Langue du document :
Anglais
Titre :
Branding the white nation: Platform capitalism and the semiotics of far-right organizing
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