Branding the white nation: Platform capitalism and the semiotics of far-right organizing
Loading...
Author (Corporation)
Publication date
2024
Typ of student thesis
Course of study
Collections
Type
01A - Journal article
Editors
Editor (Corporation)
Supervisor
Parent work
Language in Society
Special issue
DOI of the original publication
Link
Series
Series number
Volume
Issue / Number
Pages / Duration
1-27
Patent number
Publisher / Publishing institution
Cambridge University Press
Place of publication / Event location
Edition
Version
Programming language
Assignee
Practice partner / Client
Abstract
This article focuses on the branding of Patriotic Alternative (PA), a British fFascist organization and business, in three analytic steps: first(i), branding as circulating ideologies as commodities; second,(ii) branding as creating—and selling—community, and third,(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
Keywords
Subject (DDC)
Event
Exhibition start date
Exhibition end date
Conference start date
Conference end date
Date of the last check
ISBN
ISSN
1469-8013
0047-4045
0047-4045
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
Peer review of the complete publication
Open access category
Hybrid
License
Citation
Tebaldi, C., & Del Percio, A. (2024). Branding the white nation: Platform capitalism and the semiotics of far-right organizing. Language in Society, 1–27. https://doi.org/10.1017/S0047404524001040