2-A: Shante You Stay/ Sashay Away: Approaching Language Within Brand Assemblages

Mario Campana, Goldsmiths, University of London, UK
Katherine Duffy, University of Glasgow, UK
Alessandro Caliandro, Middlesex University, UK
This research extends brand assemblage theory to contribute to understanding how language assembles and evolves in brand niche communities. We question how consumers of RuPaul’s DragRace create and circulate a cultural product, then we explore how this is scaled-up and mainstreamed, moving from a brand minor to a brand major.
[ to cite ]:
Mario Campana, Katherine Duffy, and Alessandro Caliandro (2017) ,"2-A: Shante You Stay/ Sashay Away: Approaching Language Within Brand Assemblages", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1016-1016.