1887
Volume 27, Issue 1
  • ISSN 1387-6740
  • E-ISSN: 1569-9935
USD
Buy:$35.00 + Taxes

Abstract

In this article, we examine how executives in Italian family-owned firms use their corporations’ histories to associate particular moral discourses of cultural values, responsibility, and authenticity with the “Made in Italy” brand. These links render Made in Italy a national brand – a brand representing all goods produced in Italy and an “authentic” national treasure. Through an analysis of Italian executives’ oral narratives, this article explores how collective identities are constructed in interview settings and how Made in Italy emerges through the various stances that these managers take regarding certain topics. We focus on the ways Italian executives align their corporate narratives, family histories, and brand identities with circulating ideologies on the significance of Made in Italy. By looking at how Italian managers enact Made in Italy as a national brand with collective responsibilities, this article contributes to recent research on narrative discursive practices in the corporate world.

Loading

Article metrics loading...

/content/journals/10.1075/ni.27.1.10koh
2017-07-21
2019-10-17
Loading full text...

Full text loading...

References

  1. Aichner, T.
    (2013) Country-Of-Origin Marketing: A List Of Typical Strategies with Examples. Journal of Brand Management, 21(1), 81–93. doi: 10.1057/bm.2013.24
    https://doi.org/10.1057/bm.2013.24 [Google Scholar]
  2. Bagnasco, A.
    (1977) Tre Italie: La Problematica Territoriale Dello Sviluppo Italiano. Bologna: Il Mulino.
    [Google Scholar]
  3. Bailey, B.
    (2000) Social/Interactional Functions of Code Switching among Dominican Americans. Pragmatics, 10(2), 165–193. doi: 10.1075/prag.10.2.01bai
    https://doi.org/10.1075/prag.10.2.01bai [Google Scholar]
  4. Benjamin, W.
    (1936) The Work of Art in the Age of Mechanical Reproduction. New York: Penguin Books.
    [Google Scholar]
  5. Blim, M.
    (1990) Made in Italy: Small-Scale Industrialization and Its Consequences. Westport, CT: Praeger.
    [Google Scholar]
  6. Cavanaugh, J.
    (2007) Making Salami, Producing Bergamo: The Transformation of Value. Ethnos, 72(2), 149–172. doi: 10.1080/00141840701387853
    https://doi.org/10.1080/00141840701387853 [Google Scholar]
  7. De Fina, A.
    (2003) Identity in Narrative: A Study of Immigrant Discourse. Amsterdam: John Benjamins Publishing Company. doi: 10.1075/sin.3
    https://doi.org/10.1075/sin.3 [Google Scholar]
  8. (2011) Researcher and Informant Roles in Narrative Interactions: Constructions of Belonging and Foreign-Ness. Language in Society, 40(1), 27–38. doi: 10.1017/S0047404510000862
    https://doi.org/10.1017/S0047404510000862 [Google Scholar]
  9. De Fina, A. , & Georgakopoulou, A.
    (Eds.) (2015) The Handbook of Narrative Analysis. Malden, MA: Wiley-Blackwell. doi: 10.1002/9781118458204
    https://doi.org/10.1002/9781118458204 [Google Scholar]
  10. De Fina, A. , & Perrino, S.
    (2011) Introduction: Interviews Vs. “Natural” Contexts: A False Dilemma. Language in Society, 40(1), 1–11. doi: 10.1017/S0047404510000849
    https://doi.org/10.1017/S0047404510000849 [Google Scholar]
  11. del Percio, A.
    (2016) Branding the Nation: Swiss Multilingualism and the Promotional Capitalization on National History under Late Capitalism. Pragmatics and Society, 7(1), 82–103.
    [Google Scholar]
  12. Foster, R.
    (2008) Coca-Globalization: Following Soft Drinks from New York to New Guinea. New York: Palgrave Macmillan. doi: 10.1057/9780230610170
    https://doi.org/10.1057/9780230610170 [Google Scholar]
  13. (2013) Things to do with brands: Creating and calculating value. HAU: Journal of Ethnographic Theory, 3(1), 44–63. doi: 10.14318/hau3.1.004
    https://doi.org/10.14318/hau3.1.004 [Google Scholar]
  14. Glenn, P. , & Holt, E.
    (2013) Studies of Laughter in Interaction. New York: Bloomsbury.
    [Google Scholar]
  15. Goffman, E.
    (1959) The Presentation of Self in Everyday Life. New York: Doubleday.
    [Google Scholar]
  16. (1981) Forms of Talk. Philadelphia: University of Pennsylvania Press.
    [Google Scholar]
  17. Goodwin, C.
    (2015) Narrative as Talk-in-Interaction. InHandbook of Narrative Analysis (pp.197–218). Malden, MA: Wiley-Blackwell.
    [Google Scholar]
  18. Gumperz, J.
    (1982) Discourse Strategies. Cambridge: Cambridge University Press. doi: 10.1017/CBO9780511611834
    https://doi.org/10.1017/CBO9780511611834 [Google Scholar]
  19. Hansen, M.
    (2008) Benjamin’s Aura. Critical Inquiry, 34, 336–375. doi: 10.1086/529060
    https://doi.org/10.1086/529060 [Google Scholar]
  20. Heller, M.
    (1988) Codeswitching: Anthropological and Sociolinguistic Perspectives. New York: Mouton de Gruyter. doi: 10.1515/9783110849615
    https://doi.org/10.1515/9783110849615 [Google Scholar]
  21. Jakobson, R.
    (1957) Shifters and Verbal Categories. In L. Waugh & M. Monville-Burston (Eds.), On language: Roman Jakobson (pp.386–392). Cambridge, MA: Harvard University Press.
    [Google Scholar]
  22. Koven, M.
    (2015) Narrative and Cultural Identities. In A. De Fina & A. Georgakopoulou (Eds.), Handbook of Narrative Analysis (pp.388–407). Malden, MA: Wiley-Blackwell.
    [Google Scholar]
  23. Lempert, M.
    (2014) Imitation. Annual Review of Anthropology, 43(1), 379–95. doi: 10.1146/annurev‑anthro‑102313‑030008
    https://doi.org/10.1146/annurev-anthro-102313-030008 [Google Scholar]
  24. Lempert, M. , & Silverstein, M.
    (2012) Creatures of Politics: Media, Message, and the American Presidency. Bloomington: Indiana University Press.
    [Google Scholar]
  25. Manning, P.
    (2010) The Semiotics of Brand. Annual Review of Anthropology, 39(1), 33–49. doi: 10.1146/annurev.anthro.012809.104939
    https://doi.org/10.1146/annurev.anthro.012809.104939 [Google Scholar]
  26. Moore, R.
    (2003) From Genericide to Viral Marketing: on “Brand.”Language & Communication, 23(3–4), 331–357. doi: 10.1016/S0271‑5309(03)00017‑X
    https://doi.org/10.1016/S0271-5309(03)00017-X [Google Scholar]
  27. Nakassis, C.
    (2012a) Brand, Citationality, Performativity. American Anthropologist, 114(4), 624–638. doi: 10.1111/j.1548‑1433.2012.01511.x
    https://doi.org/10.1111/j.1548-1433.2012.01511.x [Google Scholar]
  28. (2012b) Counterfeiting What? Aesthetics of Brandedness and Brand in Tamil Nadu, India. Anthropological Quarterly, 85(3), 701–722. doi: 10.1353/anq.2012.0046
    https://doi.org/10.1353/anq.2012.0046 [Google Scholar]
  29. (2013) Brands and Their Surfeits. Cultural Anthropology, 28(1), 111–126. doi: 10.1111/j.1548‑1360.2012.01176.x
    https://doi.org/10.1111/j.1548-1360.2012.01176.x [Google Scholar]
  30. Ochs, E. , & Capps, L.
    (1996) Narrating the Self. Annual Review of Anthropology, 25, 19–43. doi: 10.1146/annurev.anthro.25.1.19
    https://doi.org/10.1146/annurev.anthro.25.1.19 [Google Scholar]
  31. Ochs, E. & Capps, L.
    (2001) Living Narrative: Creating Lives in Everyday Storytelling. Cambridge: Harvard University Press.
    [Google Scholar]
  32. Perrino, S.
    (2013) Veneto out of Italy? Dialect, Migration, and Transnational Identity. Applied Linguistics, 34(5), 574–591. doi: 10.1093/applin/amt027
    https://doi.org/10.1093/applin/amt027 [Google Scholar]
  33. (2015) Performing Extracomunitari: Mocking Migrants in Veneto Barzellette. Language in Society, 44(2), 141–160. doi: 10.1017/S0047404515000020
    https://doi.org/10.1017/S0047404515000020 [Google Scholar]
  34. Rohlfs, G.
    1968 [1949]Grammatica Storica Della Lingua Italiana e Dei Suoi Dialetti vol. 2 Morfologia. Torino: Einaudi.
    [Google Scholar]
  35. Silverstein, M.
    (1998) The Improvisational Performance of Culture in Realtime Discursive Practice. In R. Sawyer (Ed.), Creativity in Performance (pp.265–312). Greenwich, CT: Ablex.
    [Google Scholar]
  36. Silverstein, M. , & Urban, G.
    (1996) Natural Histories of Discourse. Chicago: University of Chicago Press.
    [Google Scholar]
  37. Tannen, D.
    (2007) Talking Voices: Repetition, Dialogue, and Imagery in Conversational Discourse. Cambridge: Cambridge University Press. doi: 10.1017/CBO9780511618987
    https://doi.org/10.1017/CBO9780511618987 [Google Scholar]
  38. Van De Mieroop, D.
    (2015) Social Identity Theory and the Discursive Analysis of Collective Identities in Narratives. In A. De Fina & A. Georgakopoulou (Eds.), Handbook of Narrative Analysis (pp.408–428). Malden, MA: Wiley-Blackwell.
    [Google Scholar]
  39. Vann, E.
    (2006) The Limits Of Authenticity in Vietnamese Consumer Markets. American Anthropologist, 108(2), 286–296. doi: 10.1525/aa.2006.108.2.286
    https://doi.org/10.1525/aa.2006.108.2.286 [Google Scholar]
  40. Vargas-Cetina, G.
    (2011) Corporations, Cooperatives, and the State: Examples from Italy. Current Anthropology, 52(S3), S127–S136. doi: 10.1086/656784
    https://doi.org/10.1086/656784 [Google Scholar]
  41. Wilce, J.
    (1998) Eloquence in Trouble: The Poetics and Politics of Complaint in Rural Bangladesh. Oxford: Oxford University Press.
    [Google Scholar]
  42. (2001) Divining Troubles, or Divining Troubles? Emergent and Conflictual Dimensions of Bangladeshi Divination. Anthropological Quarterly, 74(4), 190–200. doi: 10.1353/anq.2001.0040
    https://doi.org/10.1353/anq.2001.0040 [Google Scholar]
  43. Wortham, S.
    (1994) Acting Out: Participant Examples in the Classroom. Amsterdam: John Benjamins Publishing Co. doi: 10.1075/pbns.30
    https://doi.org/10.1075/pbns.30 [Google Scholar]
  44. (2000) Interactional Positioning and Narrative Self-Construction. Narrative Inquiry, 10(1), 157–184. doi: 10.1075/ni.10.1.11wor
    https://doi.org/10.1075/ni.10.1.11wor [Google Scholar]
  45. (2001) Narratives in Action: A Strategy for Research and Analysis. New York: Teachers College Press.
    [Google Scholar]
  46. (2006) Learning Identity: The Joint Emergence of Social Identity and Academic Learning. Book, New York: Cambridge University Press.
    [Google Scholar]
  47. Yanagisako, S.
    (2002) Producing Culture and Capital: Family Firms in Italy. Princeton: Princeton University Press.
    [Google Scholar]
  48. Zamagni, S. , & Zamagni, V.
    (2010) Cooperative Enterprise: Facing the Challenge of Globalization. Cheltenham, UK: Edward Elgar. doi: 10.4337/9781849805667
    https://doi.org/10.4337/9781849805667 [Google Scholar]
http://instance.metastore.ingenta.com/content/journals/10.1075/ni.27.1.10koh
Loading
  • Article Type: Research Article
Keyword(s): authenticity , brand , collective identities , face-to-face interaction , Italy , Made in Italy , oral narrative and stance
This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error