Consumer Nationalism and Barr's Irn-Bru in Scotland

ISBN-13: 9783030533816 / Angielski / Twarda / 2020 / 264 str.

David Leishman

Spis treści

1. Introduction.- 2. The Power of Origins.- 3. From Girders: Discourses of National Strength.- 4. Consumer Nationalism in Popular and Material Culture.- 5. Scotland’s Other: Defining Oppositional Identities.- 6. Conclusion

O autorze

David Leishman is Senior Lecturer in Applied English at Grenoble Alpes University, France.

Blurb

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.