One for All and All for the Brand

Verena E. Stoeckl, Sabrina Gabl, Sylvia von Wallpach, Andrea Hemetsberger

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review


This study aims at gaining an empirical understanding of the temporary discursive construction of solidarity for a brand in crisis. The authors draw on two highly frequented national newspaper platforms to analyse online discourses revolving around the threatening bankruptcy of a national chocolate producer. The findings reveal that - in the contest for the object of solidarisation - purification discourses on who to solidarize with and who to solidarize against oppose subversive discourses that challenge utopian representations of solidarity. Discursive threads on labelling the culprits involve both discourses on social order critique and forward-looking pragmatic agenda-setting discourses. In conclusion, this study suggests that the brand in crisis facilitates processes of utopic thinking in a liminal discursive space.
Original languageEnglish
Title of host publicationProceedings of the Consumer Culture Theory Conference 2014
EditorsHenri Wiijo, Anastasia Seregina
Number of pages3
Place of PublicationHelsinki
PublisherAalto University
Publication date2014
Publication statusPublished - 2014
EventThe 9th Consumer Culture Theory Conference 2014 - Aalto University, Helsinki, Finland
Duration: 26 Jun 201429 Jun 2014
Conference number: 9


ConferenceThe 9th Consumer Culture Theory Conference 2014
LocationAalto University
Internet address

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