Corporate Social Media Branding in the Era of Late Capitalism
Total Page：16
File Type：pdf, Size：1020Kb
MAKING PROFIT, MAKING PLAY: CORPORATE SOCIAL MEDIA BRANDING IN THE ERA OF LATE CAPITALISM David F. Stephens A Dissertation Submitted to the Graduate College of Bowling Green State University in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY August 2020 Committee: Radhika Gajjala, Advisor Thomas J. Mowen Graduate Faculty Representative Lisa Hanasono Timothy Messer-Kruse ii ABSTRACT Radhika Gajjala, Advisor This project is concerned with the forms of play that modern restaurant companies engage in online and the implications of them. I evaluate the strategies of corporate social media accounts through 3 critical lenses--postmodern theory, affect theory, and critical race theory. Using a combination of methods, including textual and discourse analysis, as well as grounded theory, I deconstruct the various strategies utilized by corporate social media accounts to connect with their consumers. My argument rests on the notion that these interactions represent a larger dialectic between consumers and producers of culture. Social media has impacted this relationship by increasing consumer freedom and agency. As a result, companies have found ways to adjust to this consumer freedom in different ways—through mocking and dismissal, or perhaps a viral social challenge as well as racialized performances. While on a spectrum, these strategies represent the anxiety of modern corporate representation in late capitalism. iii To my father, who never stopped believing in me. iv ACKNOWLEDGMENTS First and foremost, I want to thank God for carrying me this far and for knowing where to place me during every part of this journey. Secondly, and almost as importantly, I want to thank my parents for everything they have done since I was born to ensure I arrived at this point. My mom—for being caring, empathetic, always providing a hot meal before school and for taking off work to bring me my lunch money when I forgot it (which was all the time). My dad—for being a relentless advocate for my success, and without whom I would not have a roadmap for my life. I seriously cannot thank you enough. I am moved to tears when I realized all the sacrifices you have made for me, and it drives me to succeed every day. I would also like to acknowledge those who have significantly impacted my academic journey thus far. My intellectual curiosity developed during my undergraduate career at Alabama State University supported by faculty in the English Department, specifically Dr. Jacqueline Trimble, Dr. Mark Hill, and Dr. Kathy Amende. These professors cultivated my critical thinking and gave me direction both personally and academically. I have strived to model myself after them as they represent the height of what it means to be an exceptional educator. Furthermore, Dr. Trimble and Dr. Hill have served as mentors, guiding me through the harrowing path of academia. I frequently call upon them for advice and they never hesitate to offer it to me. I am also grateful to Dr. Elizabeth Steeby of the University of New Orleans. My training under her further developed my scholarly instincts and awareness. Our office talks consistently challenged my world view, introducing new concepts, ideas, and perspectives. Furthermore, I want to thank her for pushing me towards the field of American Studies. Without your encouragement to keep an open mind, I might not have been willing to go beyond my academic comfort zone. v Of course, I would like to thank my committee members for being wonderful scholars and mentors who have pushed me to do my best work through my time at BGSU. Dr. Timothy Messer-Kruse has been integral to my understanding of theoretical concepts that I thought I would always struggle with. His patience and encouragement was necessary for me to build the confidence I need as a scholar. Furthermore, his desire to see students learn shines through and makes him a joy to be in class with. Dr. Hanasono has also been critical to my success at BGSU and beyond. Our introduction during a learning community my first semester developed into an instrumental academic relationship. Her focus on the research process and the integrity of scholarship has contributed to my professional development as well as my ability to take pride in my work. Her attentiveness to clarity and consistency made her a wonderful addition to my committee and a rewarding person to work with. Dr. Gajjala has been the most important figure in my academic journey since I made the decision to attend BGSU based partly on her position at the university. I cannot say enough about how you have given me the space to develop my own ideas and identity as a scholar, and creating opportunities for myself and others. I am so grateful for the way you have looked out for me since the beginning of my matriculation through this program. Putting me in the right spaces, introducing me to the right people and setting processes into motion are just a few of the ways you have advocated for me. And I don’t use that word lightly. I don’t know that I would have had the confidence to proudly exclaim that I was attending graduate school to study memes if I did not have your constant support. vi TABLE OF CONTENTS Page INTRODUCTION ................................................................................................................. 1 Scholarly Intervention ................................................................................................ 9 CHAPTER 1: REVIEW OF LITERATURE AND METHODS ........................................... 11 Postmodernism ........................................................................................................... 11 Time & Space ............................................................................................................ 12 Language .................................................................................................................... 15 Identity ....................................................................................................................... 18 Affect Theory ............................................................................................................. 22 Critical Race Theory .................................................................................................. 26 Methods...................................................................................................................... 31 CHAPTER 2: POSTMODERNISM ...................................................................................... 36 The IHOB Name-Change .......................................................................................... 36 The Pre-Announcement Ads ...................................................................................... 37 Postmodern Semiotics ................................................................................................ 42 Postmodern Affects .................................................................................................... 46 The Postmodern Colonel: A Case Study ................................................................... 50 The Cyborg Simulacrum ............................................................................................ 65 CHAPTER 3: AFFECT THEORY ........................................................................................ 70 The Retweet Challenge .............................................................................................. 70 Gamification .............................................................................................................. 71 Neoliberalism and Individualism ............................................................................... 79 vii Neoliberal Positivity .................................................................................................. 85 Managing Affect ........................................................................................................ 94 CHAPTER 4: CRITICAL RACE THEORY ......................................................................... 99 Introduction & Background ....................................................................................... 99 The Whiteness of Wendy’s ........................................................................................ 100 Wendy Raps? ............................................................................................................. 105 The Whiteness of Chick-Fil-A ................................................................................... 112 Chicken Sandwich Wars ............................................................................................ 116 #OurPleasureNigga .................................................................................................... 123 CONCLUSION ...................................................................................................................... 127 Review of Findings .................................................................................................... 127 Implications................................................................................................................ 129 Future Directions for Research .................................................................................. 135 REFERENCES ...................................................................................................................... 137 SOCIAL MEDIA REFERENCES ........................................................................................ 146 viii