Brand Texts and Meaning in Post-Digital Consumer Culture. / Hackley, Chris; Rungpaka, Amy Hackley.

In: AM JOurnal of Art and Media Studies, Vol. 22, 15.09.2020, p. 147-168.

Research output: Contribution to journalArticlepeer-review

E-pub ahead of print



This paper discusses the mechanisms of post-digital consumer cultural meaning-making using advertising as its point of departure. The assumption is that the post-digital is neither an era nor an epoch but a characterisation that reflects a consumer cultural world of digitised content that operates as a default for many consumers, while the analogue world hovers ghost-like, re-asserting itself where digital technologies cannot serve, where and when they cannot be accessed, or when they fail. In this post-digital world, the locus of consumer cultural meaning-making has shifted, from long-form advertising campaigns, to fragmented and polysemous intertexts that circulate kinetically via social media. In other words, the locus of consumer cultural meaning-making has shifted from the primary texts of brand marketing, to secondary or paratexts. Drawing on Gérard Genette’s theory of transtextuality, the paper discusses how this post-digital meaning-making mechanism plays out, for brands, and beyond, within a post-digital consumer culture.
Original languageEnglish
Pages (from-to)147-168
Number of pages22
JournalAM JOurnal of Art and Media Studies
Early online date15 Sep 2020
Publication statusE-pub ahead of print - 15 Sep 2020
This open access research output is licenced under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

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