1. Read Douglas Holt's abstract "Toward a Sociology of Branding." This is an introduction to three scholarly articles in the Journal of Consumer Culture focusing on the role branding plays in a market/capitalistic society. (There is no need to read the three referenced articles.)
In his own article in the Journal, Holt writes:
Dozens of scholars and critics have penned diatribes lambasting the cultural power of brands, while apologists have responded with odes that stridently deny such accusations. This Manichean* discussion rarely moves beyond vague formulations: brands as global hegemons** versus brands as lifestyle props reflecting basic human desires. The pertinent question cannot be whether or not brands influence society – like any other well-resourced cultural actor, of course they do. Ratherwe need to specify carefully what brands do in society and assess their (social, political, cultural) effects.
*To be Manichean is to follow the philosophy of Manichaeism, which is an old religion that breaks everything down into good or evil. It also means “duality,” so if your thinking is Manichean, you see things in black and white.
**hegemon: a leading or paramount power.Only the powerful can claim to be hegemons. This word suggests dominance and often a little more power than others would prefer.
Assignment:
Based on your understanding of the role of brands in society, using Douglas Holt's insights, specify in an essay of no more than 850 words, what the Nike brand does in society and assess its social, political, and cultural effects. Illustrate your argument with specific Nike examples.