Corporations are people: Emblematic scales of brand personification among Asian American youth

Material TypeArticleLanguageEnglish
TitleCorporations are people: Emblematic scales of brand personification among Asian American youth Author(S)Angela Reyes (Author)
Abstract  This article examines the use of corporate names as personal nicknames for Asian American youth. The analysis traces the meanings of these nicknaming practices through the concepts of brand personification (how figures of personhood are recruited as embodiments of corporate brands) and emblematic scales (how signs of personhood emerge across trajectories of use and scales of time) ...Paginationp163-186
SubjectSociologyDescriptorsSociolinguistics
Journal TitleLanguage in Society  
Permanent Linksclick here