Die Bilder der Communities. Zur Bedeutung von Bildern in Online-Diskursen
Die Bilder der Communities. Zur Bedeutung von Bildern in Online-Diskursen
Abstract
The increasing usage of digital media leads to new possibilities to spread images. The author conducted, on the basis of a praxeological model of brand culture, where brands are understood as an outcome of creative and communicative actions of companies and consumers a discourse analysis of online-discourses of brand communities, which lead to the result that the images spread by the communities often represent the shared cultural stand- points of these communities. These images of the communities can be un-derstood as speech acts which have a fundamental meaning in the process of communicating cultural positions and (re-)producing community.
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Keywords:
communitydiscourse analysisVisual Studiesbranding