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  1. Intertextuality as a strategy of glocalization: A comparative study of Nike’s and Adidas’s 2008 advertising campaigns in China.Songqing Li - 2019 - Semiotica 2019 (230):495-513.
    This paper examines within the theoretical framework of intertextuality the mobilization of glocalization as an international marketing strategy in Nike’s and Adidas’s 2008 advertising campaigns in China. Intertextuality is seen as a form of mediation through which the glocalization strategy conducted within the domain of global marking is taken up in the domain of advertising communication. The paper also assumes the interrelations of intertextual performance to value orientations and group affiliations. By analyzing intertextuality in relation to affinity groups, it aims (...)
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  • The Visual and Conversational Order of Membership Categories in Fictional Films.Ryo Okazawa & Ken Kawamura - 2022 - Human Studies 45 (3):551-576.
    This paper demonstrates an empirical analysis of the visual order of membership categories in a way consistent with both an early ethnomethodological research interest and recent arguments in membership categorization analysis. Early ethnomethodological studies have highlighted that we can infer and understand the membership categories of observed people about whom we have no information in advance, even without talking to them. Recent membership categorization analysts have argued the methodological importance of using video data. Given this, fictional films serve as video (...)
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