Gregory Dry

Parody and the morality of brand

Bibliographic Data

ID2852591
AuthorsGregory Kohler (0000-0002-2563-5331, University of California, Irvine, corresponding author)
Year2017
Volume46
Issue5
Pages719-737
Publication date2017-11-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueLanguage in Society (JOURNAL)
Journal identifiersISSN: 0047-4045 • E-ISSN: 1469-8013
PublisherCambridge University Press (CUP) (PUBLISHER)
DOI10.1017/s0047404517000586
OpenAlexW2754463982
LanguageEN
Citations received2
References cited41

While Bakhtin's (1981) notions of voicing, double voicing, and ventriloquation have been applied extensively in linguistic anthropology and sociolinguistics, only a few scholars have engaged with his related notion of parody. This article examines how a Sardinian manager uses parody in an oral narrative to construct and contest moralities surrounding personal and corporate identities. Through an analysis of both the story and the storytelling event, I show how this manager uses parody to better align himself with the ideals of his company and to frame his relationships with his employers and with the market more generally. In particular, my analysis focuses on how managers discursively create moral hierarchies of value that become key resources for understanding their stance in relation to the competitive dynamics of their industries. Parody in storytelling thus proves to be a crucial analytical tool for understanding brand and branding strategies. (Parody, narrative, brand, Italy, discourse analysis

Aesthetics · Art · CONTEST · Epistemology · Linguistics · Literature · Morality · Narrative · Narrative inquiry · Political science · Sociology · Storytelling · Voice · Language, Discourse, Communication Strategies · Language, Metaphor, and Cognition · Law · Philosophy · Swearing, Euphemism, Multilingualism

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