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Brands are everywhere. Branding is central to political campaigns and political protest movements; the alchemy of social media and self-branding creates overnight celebrities; the self-proclaimed “greening” of institutions and merchant goods is nearly universal. But while the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Sarah Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics. That, in fact, we live in a brand culture. Authentic™ maintains that branding has extended beyond a business model to become both reliant on, and reflective of, our most basic social and cultural relations. Further, these types of brand relationships have become cultural contexts for everyday living, individual identity, and personal relationships—what Banet-Weiser refers to as “brand cultures.” Distinct brand cultures, that at times overlap and compete with each other, are taken up in each chapter: the normalization of a feminized “self-brand” in social media, the brand culture of street art in urban spaces, religious brand cultures such as “New Age Spirituality” and “Prosperity Christianity,”and the culture of green branding and “shopping for change.” In a culture where graffiti artists loan their visions to both subway walls and department stores, buying a cup of “fair-trade” coffee is a political statement, and religion is mass-marketed on t-shirts, Banet-Weiser questions the distinction between what we understand as the “authentic” and branding practices. But brand cultures are also contradictory and potentially rife with unexpected possibilities, leading Authentic™ to articulate a politics of ambivalence, creating a lens through which we can see potential political possibilities within the new consumerism.
- Sales Rank: #725592 in eBooks
- Published on: 2012-11-26
- Released on: 2012-11-26
- Format: Kindle eBook
Review
“This profound and powerful book is replete with perceptive insights and persuasive arguments. Authentic ™ reveals how the pervasiveness of branding culture requires us to rethink our investments in authenticity and our understandings of citizenship and social membership. Banet-Weiser offers us the first fully theorized analysis of how the hegemony of branding culture and the eclipse of typographic culture by digital culture combine to make us fundamentally new kinds of social subjects.”-George Lipsitz,author of Time Passages
“Banet-Weiser success in her important project to show that branding is much more than commodification or marketing—it is a co-production of culture, and in dismissing it we risk dismissing a pervasive and essential set of discourses on contemporary society.”-Media International Australia
"We all search for spaces where we can express ourselves or find others we value, but what happens when all those spaces are already aligned by the self-interested productivity of brands? No one has followed those searches more attentively than Sarah Banet-Weiser. As inherited politics falters, Banet-Weiser's major new book is an indispensable guide to an ambivalent future."-Nick Couldry,author of Why Voice Matters: Culture and Politics After Neoliberalism
"Each chapter stands on its own, making this a useful text to use in classroom."-Choice
"Authentic tells a powerful story: one providing a persuasive argument about the dominant mode that neoliberalism is taking in and through brand culture, while keeping open a vivid sense of the different and variegated cultural formations that are simultaneously being produced. This is not an easy task, but Banet-Weiser pulls it off well, managing to combine historical understanding with political-economic savvy and perceptive cultural analysis. Authentic is a sophisticated and lively read that registers the variegated character and generative potential of branding, while simultaneously recognizing how “the normativity of brand cultures more often than not reinscribes people back within neoliberal capitalist discourse rather than empower them to challenge or disrupt capitalism” (p. 221)."-International Journal of Communication
"A sophisticated and lively read that registers the variegated character and generative potential of branding."-International Journal of Communications
“In this lively and penetrating analysis of the ubiquity and consequences of non-stop branding in the 21st century, Sarah Banet-Weiser pushes us to think beyond the false distinctions between consumer culture on the one hand and ‘authenticity’ on the other, and instead to contemplate what is at stake in living in branded cultures—especially for our very core identities and values. A stimulating, smart, and extremely timely book.”-Susan J. Douglas,University of Michigan and author of The Rise of Enlightened Sexism
"Authentic by Sarah Banet-Weiser, is an interesting book, because it makes it its business to find the halfway point between this so-called infantilizing commerce and the world of the authentic and real—thus that 'ambivalence.'"-Slate.com
About the Author
Sarah Banet-Weiser is Professor in the Annenberg School for Communication and Journalism and the Department of American Studies and Ethnicity at the University of Southern California. She is the author of The Most Beautiful Girl in the World: Beauty Pageants and National Identity (1999) and Kids Rule! Nickelodeon and Consumer Citizenship (2007), and the co-editor of Cable Visions: Television Beyond Broadcasting (2007) and Commodity Activism: Cultural Resistance in Neoliberal Times (2012), both available from NYU Press.
Most helpful customer reviews
4 of 4 people found the following review helpful.
It is an important book
By Gisela Hausmann
In her book "Authentic TM" author Sarah Banet-Weiser tackles one of the pressing questions of this century: Authenticity in connection with branding.
In the "good old days", before cable TV and the Internet, branding happened more naturally. Cleverly the author refers back to the branding of cows in the 18th century; today branding is big business.
Sarah Banet-Weiser does a phenomenal job in telling how branding has evolved using various, very different examples, most notably Dove Soap, various self-branded Social Network "stars" and teen idol Justin Bieber, the graffiti artist Banksy (who I had never heard of), various political, religious, and environmental organizations, bottled water, urban farming, yoga, and much more.
Sarah Banet-Weiser delivers. When she writes:
"To understand what is at stake in living in brand cultures, we need to account for this ambivalence, explore its possibilities, and think about what the emergence of brand culture means for individual identities, the creation of culture, and the formation of power."
she puts her finger right at what not only marketing and advertisement agencies should be pondering, but we ourselves, all of us.
I bought "Authentic TM" because I wanted to find out how important authenticity is to Americans. After reading Banet-Weiser's book it appears to me that even authenticity has to be branded.
Most shocking I found Sarah Banet-Weiser's analysis how young people are using social media to ask "Who am I?", which almost inevitably seems to lead to "How do I sell myself?" Facebook, MySpace, YouTube lead the pack of Social Media sites.
Positive and refreshing is the author's discussion about Urban Farming. She writes:
"... urban farming did not grow out of manufactured demand as a deliberate marketing strategy but rather are a consequence of economic collapse. The global economic crisis that emerged in force in 2008 has allowed for a reimagination of the practice of urban farming..."
Beginning with this paragraph Sarah Banet-Weiser shows how brands can develop in the best way. Urban farming becomes popular when and where people are lacking money, during and after the Great Recession. Probably some of the people who started the first garden on their block did not have TV at their house to endure the onslaught of commercials selling brands. Salad and carrots have no brand. Raising and harvesting vegetables is a social activity to be enjoyed with friends and neighbors. Even without relying on brands people feel cool and happy, yet a new brand "Urban Farming" develops out of that.
In short, the author explains how "branding" is a multifaceted value.
To me, one arising question is: If branding is such a substantial part of the American way of living, and if clearly branding has good sides "What is the appropriate punishment for violators?" While branding is supposed to make clear, what a particular person or organization stands for, it also invites lying and cheating.
I must admit I fell for the trap myself. In my own ebook I write:
"... Was that part of their success? That with one single word they could relate what they were about... We had enough of flowering political phrases, swayed media, unhealthy additives... we, the people of the 21st century, like things straight forward. We like things naked because naked means bare off additives.... I thought about other naked products: Naked Juice and Naked Coconut Water (I drink these juices... all the time), Bear Naked All Natural Granola... there were even Get Naked Low Calorie Biscuits for Dogs... And this was probably only the beginning...
Could it be that naked would be the new mantra word of the 21st century?"
On July 25, 2013 it turned out that Naked Juice is not all that naked. Among others the Huffington Post featured an article with the catchy title: "Naked Juices Will No Longer Be Labeled 'All Natural,' Pepsi Says".
Authenticity is what it is all about!
Sarah Banet-Weiser quotes Jerry Stifelman, Treehugger.com,
"People seek authenticity because no one wants to be a means to someone else's end. Yet marketing is all about a means to an end. And in a world where manipulation is omnipresent--on our cell phones, our email in-boxes, our shopping carts, our kids' schools and so forth--the immutable law of supply and demand makes authenticity increasingly precious..."
And that is why "Authentic(TM): The Politics of Ambivalence in a Brand Culture (Critical Cultural Communication)" is an extremely important book.
5 stars also for picking the illustrations. They help to grasp the concept visually.
Gisela Hausmann, blogger and author
2 of 2 people found the following review helpful.
Great scholarly treatment of Branding
By Shayne Lee
There have been a lot of books on branding but none like this work in exploring the sociocultural and existential dimensions of branding. The author shows how branding goes far beyond the mechanics of marketing to infiltrate identities and webs of social relations. I say this book has remarkable existential import because it explores branding's powerful inculcation of digital culture to influence the ways we see ourselves and other people. This book brings our understanding of the cultural impact of social media to new levels, explicating how self-branding functions as an industry within cultural systems and commercial relations. I found her discussion on the ways evangelicals cultivate media savvy to broaden their appeal quite enlightening, as a sociologist who has written on the matter. I am also intrigued by her take on Lauren Berlant's classic work. I could say so much more about why I love this book and will use it as a required text for multiple courses. This is a book that transcends disciplines yet finds a way to speak to each discipline's pressing questions regarding branding quite rigorously and effectively. I recommend this book for scholars as well as inquisitive laypersons who want to learn more about the complex ways our lives are precariously intertwined within new media, new technologies of identity formation, and new ways of authenticating one's identity with branding.
4 of 5 people found the following review helpful.
I loved this book
By AEdgar
While the previous reviewer is probably correct in saying that a background in the cultural studies conversation is helpful, it's unfair to give the book one star for that reason. University press books are expected to engage with previous academic literature.
I found this book fairly life-changing, but you don't have to take my word for it. Banet-Weiser won the "Outstanding Book Award" from the International Communication Association for this text, and there are numerous glowing review circulating the interwebs.
No, this book is probably not intended for a lay-reader, but it's much more accessible than many other books about cultural studies.
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