Consumer Nationalism and Barr’s Irn-Bru in Scotland: Iron Nation
by David Leishman  (Author)  

About the Author
David Leishman, Grenoble Alpes University, Saint Martin d’Hères, France

About this Book
This book connects a detailed analysis of Irn-Bru’s brand identity over time to theories of national identity, consumer studies, and banal nationalism. It situates the commercial history of Barr’s Irn-Bru in a transnational context and shows how Irn-Bru has become a symbol of Scotland through processes of rewriting, reframing and institutionalized forgetting, linking the consumption of what began as a trans-national generic product to a specific national community.  As such, Leishman presents a longitudinal, cross-disciplinary approach to analysing branding and advertising as multi-modal  forms of discourse, in order to underline the role of commercial, non-state actors and popular consumerism in the phenomenon of banal nationalism. It will be of interest to students and scholars researching nationalism, consumption, and Scottish studies.

Brief Contents
1 Introduction
    A Nation Forged in Iron
    Everyday Consumption and National Identity
    Analysing Soft Drinks as Branded Goods
    Situating Brands Within National Culture
    Chapter Outline
    Bibliography
2 The Power of Origins
    Introduction
    Protecting and Promoting Origins
    The Ide_al American Tonic
    Disputed Claims of National Origin in the UK
    Trademarks, Essences and Imperial Markets
    Becoming Scotland’s Favourite Man
    Forged Origins?​
    The Literal Truth of Wartime Regulation
    Authenticity and Ontological Permanence in National Markets
    Conclusion
    Bibliography
3 From Girders:​ Discourses of National Strength
    Introduction
    Folk Remedies, Nostrums and National Tonics
    From World Athletes to Hairy Highlanders
    Athletic Paragons vs.​ National Icons
    Resilience and Industry
    Girders and Hardmen
    Victory Brew
    Tougher Than Tanks
    Resisting American Dominance
    Even Though I Used to Be a Man
    Enduring the Romance of Defeat
    Conclusion
    Bibliography
4 Consumer Nationalism in Popular and Material Culture
    Introduction
    Local Heritage and National Presence
    A Nation of Shopkeepers
    Pop Culture
    Routine, Ritual, and Everyday Identity
    Ceremonial Consumption and National Time
    Customised Consumerism
    Performing Scottishness Today
    Conclusion
    Bibliography
5 Scotland’s Other:​ Defining Oppositional Identities
    Introduction
    Anglo-British Icons and Scottish Kitsch
    Imperial Alterity
    Nation and Industry in a Fragile Union
    Post-devolution Scottishness
    Exotic Archetypes and Hybrid Nationalism
    Hybridity as National Salvation
    Conclusion
    Bibliography
6 Conclusion
    Branding Iron—Messages and Mechanisms
    Who Speaks for the Nation?​
    Bibliography
Index

Pages : 301 pages
Publisher : Palgrave Macmillan; 1st ed. 2020 Edition (October 1, 2020)
Language : English
ASIN : B08KHNKWD1