A brand storytelling approach to Covid-19’s terrorealization: Cartographing the narrative space of a global pandemic

Journal of Destination Marketing and Management 18 (Dec):1-10 (2020)
  Copy   BIBTEX

Abstract

This paper offers a brand storytelling, that is a narratological account of Covid-19 pandemic’s emergence phase. By adopting a fictional ontological standpoint, the virus’ deploying media story-world is identified with a process of narrative spacing. Subsequently, the brand’s personality is analyzed as a narrative place brand. The narrative model that is put forward aims at outlining the main episodes that make up the virus’ brand personality as process and structural components (actors, settings, actions, relationships). A series of deep or ontological metaphors are singled out as the core DNA of this place brand, by applying metaphorical modeling to the tropical articulation of Covid-19’s narrative. The virus’ kernel is identified with terror, as a menacing force that wipes out existing regimes of signification due to its uncertain motives, origins and operational mode. In this context, familiar urban spaces, cultural practices and intersubjective communications are redefined, repurposed and reprogrammed. This process is called terrorealization, as the desertification and metaphorical sublation of all prior territorial significations. This study contributes to the narrative sub-stream of place branding by approaching a globally relevant sociocultural phenomenon from a brand storytelling perspective.

Links

PhilArchive

External links

Setup an account with your affiliations in order to access resources via your University's proxy server

Through your library

Similar books and articles

Ontological metaphors we get sick by: A brand storytelling approach to the Covid-19 pandemic.George Rossolatos - 2020 - In Transformations and consequences in society due to covid-19 pandemic. International Academic Conference| AAB College, Pristina, Kosovo, Sep 5 2020At: Pristina: 05.09.2020 - 06.09.2020.
Power to the people: essay on branding and global democracy.T. Anker - 2014 - In R. Varey & M. Pirson (eds.), Humanistic Marketing. pp. 204-215.
The supplement at the… sau(r)ce: On Jamie Oliver’s global brand identity.George Rossolatos - 2019 - Journal of Place Branding and Public Diplomacy 1:1-17.
The Reality of Brands: Towards an Ontology of Marketing.Wolfgang Grassl - 1999 - American Journal of Economics and Sociology 58:313-360.
Handbook of Brand Semiotics.George Rossolatos (ed.) - 2015 - Kassel: Kassel University Press.
Building brand narratives with hashtags on Twitter.Lorena Pérez-Hernández - 2018 - Pragmatics and Cognition 25 (3):515-542.

Analytics

Added to PP
2020-10-01

Downloads
1,112 (#10,735)

6 months
124 (#25,042)

Historical graph of downloads
How can I increase my downloads?

Citations of this work

No citations found.

Add more citations

References found in this work

No references found.

Add more references