By the same authors

From the same journal

From the same journal

‘Brand work’: constructing assemblages in gendered creative labour

Research output: Contribution to journalArticlepeer-review

Standard

‘Brand work’: constructing assemblages in gendered creative labour. / Kivinen, Nina; Hunter, Carolyn.

In: Human Relations, Vol. 72, No. 5, 05.2019, p. 910-931.

Research output: Contribution to journalArticlepeer-review

Harvard

Kivinen, N & Hunter, C 2019, '‘Brand work’: constructing assemblages in gendered creative labour', Human Relations, vol. 72, no. 5, pp. 910-931. https://doi.org/10.1177/0018726718783826

APA

Kivinen, N., & Hunter, C. (2019). ‘Brand work’: constructing assemblages in gendered creative labour. Human Relations, 72(5), 910-931. https://doi.org/10.1177/0018726718783826

Vancouver

Kivinen N, Hunter C. ‘Brand work’: constructing assemblages in gendered creative labour. Human Relations. 2019 May;72(5):910-931. https://doi.org/10.1177/0018726718783826

Author

Kivinen, Nina ; Hunter, Carolyn. / ‘Brand work’: constructing assemblages in gendered creative labour. In: Human Relations. 2019 ; Vol. 72, No. 5. pp. 910-931.

Bibtex - Download

@article{425db25700dc4ad6861dca79ccb269a5,
title = "{\textquoteleft}Brand work{\textquoteright}: constructing assemblages in gendered creative labour",
abstract = "Recent work has highlighted how brands play an important role within organisational practice, for example, they can act as tools of normative control on employees (Cushen, 2009, Russell, 2011). To extend this discussion, we ask: How do gendered media brands come into being in an organisation by connecting ideas, objects and people? This paper challenges the assumption that brands simply reflect management norms by positioning the brand as an {\textquoteleft}assemblage{\textquoteright} (Lury, 2009) of multiple connections and linkages, simultaneously shaping and being shaped by those that partake in its production. Employees engage in {\textquoteleft}brand work{\textquoteright}, i.e., the negotiation of the assemblages of the brand in situated and gendered practices. Brand work is explored here in the gendered creative labour of producing girls{\textquoteright} magazines. Two studies of pre-teen and teenage girls{\textquoteright} magazines in the UK and a Nordic country were analysed in relation to how multiple brand fragments were situated in gendered practices and power relations. Brand work offers an alternative, fragmented perspective to normative forms of control, introducing a simultaneous territorialisation and deterritorialisation process of stabilisation and contestation of the assemblage. ",
keywords = "brand, girlhood, brand work, assemblage, control, creative labour",
author = "Nina Kivinen and Carolyn Hunter",
year = "2019",
month = may,
doi = "10.1177/0018726718783826",
language = "English",
volume = "72",
pages = "910--931",
journal = "Human Relations",
issn = "0018-7267",
publisher = "SAGE Publications Ltd",
number = "5",

}

RIS (suitable for import to EndNote) - Download

TY - JOUR

T1 - ‘Brand work’: constructing assemblages in gendered creative labour

AU - Kivinen, Nina

AU - Hunter, Carolyn

PY - 2019/5

Y1 - 2019/5

N2 - Recent work has highlighted how brands play an important role within organisational practice, for example, they can act as tools of normative control on employees (Cushen, 2009, Russell, 2011). To extend this discussion, we ask: How do gendered media brands come into being in an organisation by connecting ideas, objects and people? This paper challenges the assumption that brands simply reflect management norms by positioning the brand as an ‘assemblage’ (Lury, 2009) of multiple connections and linkages, simultaneously shaping and being shaped by those that partake in its production. Employees engage in ‘brand work’, i.e., the negotiation of the assemblages of the brand in situated and gendered practices. Brand work is explored here in the gendered creative labour of producing girls’ magazines. Two studies of pre-teen and teenage girls’ magazines in the UK and a Nordic country were analysed in relation to how multiple brand fragments were situated in gendered practices and power relations. Brand work offers an alternative, fragmented perspective to normative forms of control, introducing a simultaneous territorialisation and deterritorialisation process of stabilisation and contestation of the assemblage.

AB - Recent work has highlighted how brands play an important role within organisational practice, for example, they can act as tools of normative control on employees (Cushen, 2009, Russell, 2011). To extend this discussion, we ask: How do gendered media brands come into being in an organisation by connecting ideas, objects and people? This paper challenges the assumption that brands simply reflect management norms by positioning the brand as an ‘assemblage’ (Lury, 2009) of multiple connections and linkages, simultaneously shaping and being shaped by those that partake in its production. Employees engage in ‘brand work’, i.e., the negotiation of the assemblages of the brand in situated and gendered practices. Brand work is explored here in the gendered creative labour of producing girls’ magazines. Two studies of pre-teen and teenage girls’ magazines in the UK and a Nordic country were analysed in relation to how multiple brand fragments were situated in gendered practices and power relations. Brand work offers an alternative, fragmented perspective to normative forms of control, introducing a simultaneous territorialisation and deterritorialisation process of stabilisation and contestation of the assemblage.

KW - brand

KW - girlhood

KW - brand work

KW - assemblage

KW - control

KW - creative labour

U2 - 10.1177/0018726718783826

DO - 10.1177/0018726718783826

M3 - Article

VL - 72

SP - 910

EP - 931

JO - Human Relations

JF - Human Relations

SN - 0018-7267

IS - 5

ER -