Susanna Molander
Biographic Data
| ID | 3600554 |
|---|---|
| NAME | Susanna Molander |
| GIVEN NAMES | Susanna |
| FAMILY NAME | Molander |
| SIGNATURE | MOLANDER S |
| AFFILIATIONS | , |
| VERIFIED | No |
| TOTAL WORKS | 5 |
| TOTAL CITATIONS | 18 |
| AUTHOR COUNT | 5 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2017 |
| LATEST PUBLICATION YEAR | 2022 |
| H-INDEX | 2 |
Brand Morphogenesis
How do brands change in environments defined by increasing consumer heterogeneity? Drawing on assemblage theory, this research develops the concepts of brand morphogenesis and consumer sub-assemblage to explain how heterogeneous consumer groups instigate, reinforce and hinder the evolution of a brand. This longitudinal case study of a Swedish fashion brand delineates the role of heterogeneous consumer sub-assemblages in the continual process of e…
A gendered agency of good enough
Prior research has shown how global marketplace ideologies have grown in influence at the expense of the state. This study shows how state ideologies can gain momentum and encourage new forms of consumer agency. Based on Swedish single fathers' everyday childcare, it illustrates how agency is negotiated as fathers navigate between a progressive state ideology of gender equality and a traditional marketplace ideology of intensive mothering. Swedis…
The bad boy archetype as a morally ambiguous complex of juvenile masculinities
In this article, we explore why the bad boy is a popular archetype in advertising, erotica, fashion, journalism, movies, songs, television serials, and other forms of commercial culture. First, we interpret the bad boy as a combination of juvenile masculinities (aggression, rebellion, hypersexuality), appealing qualities (charisma, ruggedness, sensitivity), and moral ambiguities (via confusion, contradiction, and cumulation), which keep audiences…
Hero shots
In this paper, we explore how visual expressions of culture offer new discursive territory within which consumer cultural ideals can be negotiated on a global scale. Through a critical visual analysis of the revelatory case Swedish Dads, we find hero shots depicting involved fathers where children's needs and the hermetic confines of the home take center stage, as opposed to the traditional fatherhood ideals portrayed in western contemporary adve…
Not just a mother
Consumer socialization is usually associated with young consumers, but transitions that require learning new types of consumption patterns can occur at any point in life. Although the literature on transitional consumers is quite fragmented, an important body of consumer research explores transitional consumers from the perspective of role theory. Nonetheless, role theory has not problematized learning and due to its static nature role theory ten…
Hero shots
In this paper, we explore how visual expressions of culture offer new discursive territory within which consumer cultural ideals can be negotiated on a global scale. Through a critical visual analysis of the revelatory case Swedish Dads, we find hero shots depicting involved fathers where children's needs and the hermetic confines of the home take center stage, as opposed to the traditional fatherhood ideals portrayed in western contemporary adve…
Not just a mother
Consumer socialization is usually associated with young consumers, but transitions that require learning new types of consumption patterns can occur at any point in life. Although the literature on transitional consumers is quite fragmented, an important body of consumer research explores transitional consumers from the perspective of role theory. Nonetheless, role theory has not problematized learning and due to its static nature role theory ten…
Brand Morphogenesis
How do brands change in environments defined by increasing consumer heterogeneity? Drawing on assemblage theory, this research develops the concepts of brand morphogenesis and consumer sub-assemblage to explain how heterogeneous consumer groups instigate, reinforce and hinder the evolution of a brand. This longitudinal case study of a Swedish fashion brand delineates the role of heterogeneous consumer sub-assemblages in the continual process of e…
Not just a mother
Consumer socialization is usually associated with young consumers, but transitions that require learning new types of consumption patterns can occur at any point in life. Although the literature on transitional consumers is quite fragmented, an important body of consumer research explores transitional consumers from the perspective of role theory. Nonetheless, role theory has not problematized learning and due to its static nature role theory ten…
Hero shots
In this paper, we explore how visual expressions of culture offer new discursive territory within which consumer cultural ideals can be negotiated on a global scale. Through a critical visual analysis of the revelatory case Swedish Dads, we find hero shots depicting involved fathers where children's needs and the hermetic confines of the home take center stage, as opposed to the traditional fatherhood ideals portrayed in western contemporary adve…
The bad boy archetype as a morally ambiguous complex of juvenile masculinities
In this article, we explore why the bad boy is a popular archetype in advertising, erotica, fashion, journalism, movies, songs, television serials, and other forms of commercial culture. First, we interpret the bad boy as a combination of juvenile masculinities (aggression, rebellion, hypersexuality), appealing qualities (charisma, ruggedness, sensitivity), and moral ambiguities (via confusion, contradiction, and cumulation), which keep audiences…
A gendered agency of good enough
Prior research has shown how global marketplace ideologies have grown in influence at the expense of the state. This study shows how state ideologies can gain momentum and encourage new forms of consumer agency. Based on Swedish single fathers' everyday childcare, it illustrates how agency is negotiated as fathers navigate between a progressive state ideology of gender equality and a traditional marketplace ideology of intensive mothering. Swedis…
Brand Morphogenesis
How do brands change in environments defined by increasing consumer heterogeneity? Drawing on assemblage theory, this research develops the concepts of brand morphogenesis and consumer sub-assemblage to explain how heterogeneous consumer groups instigate, reinforce and hinder the evolution of a brand. This longitudinal case study of a Swedish fashion brand delineates the role of heterogeneous consumer sub-assemblages in the continual process of e…
Sociology (5 works) · Gender, Feminism, and Media (4 works) · Computer Science (3 works) · Psychology (3 works) · Social science (3 works) · Advertising (2 works) · Aesthetics (2 works) · Art (2 works) · Consumer Behavior in Brand Consumption and Identification (2 works) · Epistemology (2 works)