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The Sage Handbook of Promotional Culture and Society
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The Sage Handbook of Promotional Culture and Society

Edited by:
January 2025 | 544 pages | SAGE Publications Ltd
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The Sage Handbook of Promotional Culture and Society critically examines the social, political, and cultural impact of promotional industries, including advertising, branding, public relations, strategic communication, and marketing communication.

By adopting a global and inclusive approach to its subject, the Handbook champions marginalised voices and cross-cultural scholarship. It brings together contributions from and about a broad range of countries and contexts beyond the Global North, providing a well-rounded picture of promotion as the international phenomenon it is today

Chapters explore both established and emerging topics, with an entire section dedicated to the interplay between promotion and identities, as well as providing coverage of interdisciplinary issues such as promotional media and children, the climate crisis, and social media influencers. There is also a clear focus on bridging theory and practice, with discussions of promotional occupations and workers woven through the chapters.

By reflecting on the questions of what promotional culture is today, how it has evolved, and where it is practiced and by whom, this Handbook is essential reading for scholars and students seeking to shape future research and debate in this dynamic field.

Part 1: Promotional Culture and Industry Logics

Part 2: Promotional Practices

Part 3: Promotion and Identities

Part 4: Promotion and Popular Culture

Part 5: Promotion and Institutional Power

Lee Edwards, Clea Bourne, Jason Vincent A. Cabañes, Gisela Castro
Editors' Introduction: What is promotional culture today?
 
Part 1: Promotional Culture and Industry Logics
Nicolás Arenas
Chapter 1: Emotion and humanisation in the UK branding industry
Nicola A. Corbin
Chapter 2: Creating cultural weavers: Reimagining the pedagogies and curricula of the promotional occupations in service of producing sustained social change
Anne M. Cronin
Chapter 3: Promotional industries, capitalism and market society: the changing relationship of ‘value’ to ‘values’
Lee Edwards
Chapter 4: Explaining promotional culture: An institutional logics approach
Clea Bourne and Michaela Jackson
Chapter 5: AI ethics are not enough. public relations, social justice and artificial intelligence
Yoko Maki
Chapter 6: High-tech storytelling: a typology for technology marketers
Kobby Mensah and Joscelyne Ahiable
Chapter 7: Brand journalism: perspectives from Ghana
Desideria Cempaka Wijaya Murti
Chapter 8: Creative inclusivity: the narrative of diversity in the tourism media promotion
 
Part 2: Promotional Practices
Khorshed Alam
Chapter 9: Changing landscape of advertising and promotional industries in Bangladesh
Fatima Gaw
Chapter 10: Disinformation promotion on social media
Zoe Hurley
Chapter 11: Understanding social media marketing manager’s intermediary role: A Middle Eastern case study
Pauline Pooi Yin Leong and Benjamin Yew Hoong Loh
Chapter 12: Propaganda and Promotional Culture: Catalysts of disinformation in Malaysian politics
Naide Müller
Chapter 13: Public relations within the promotional work of human rights activists in Portugal
Kadek Tomi Kencana Putra
Chapter 14: Between socialites and promotional logics: How international volunteers in Bali craft their 'voluntourist' selfies
Kailin Regutti, Zane Willard, Mahuya Pal
Chapter 15: Regimes of visibility in Disney’s CSR: Corporate wokeness, neoliberalism, and promotional Industries
 
Part 3: Promotion and Identities
Aliana Aires and Tânia Hoff
Chapter 16: Plus size fashion promotional culture in Brazil as a biopolitical strategy of consumption
Nova Gordon-Bell
Chapter 17: Promotional culture(s): Rediscovering and revisiting ideology: the case of Jamaica
Treena Clark, Yvonne Clark, Shannon Foster, Tiffanie Ireland and Aiesha Saunders
Chapter 18: First Nations public relations, activism, and feminism in Australia
Laura Guimarães Corrêa, Pablo Moreno Fernandes, Francisco Leite, Fernanda Carrera
Chapter 19: Breaking invisibilities: Race, racism, and Brazilian advertising in a changing world
Mehita Iqani
Chapter 20: Enter the ‘sci-fluencer’? Personal branding, race and gender in online science communication
Nessa Keddo
Chapter 21: Racialising my voice: Narrative and commercial challenges for black influencers
 
Part 4: Promotion and Popular Culture
João Freire Filho and Júlia dos Anjos
Chapter 22: Silent or silenced pain? Women with endometriosis caught between neglect and acknowledgement
Maria Manuel Baptista and Telma Medeiros Brito
Chapter 23: Cruise ships as sales machines: A new promotional practice?
Clea Bourne
Chapter 24: Public relations as ‘tour of duty’: ‘Dis’embodying PR work in Criminal Minds
Jason Vincent A. Cabañes and Cecilia S. Uy-Tioco
Chapter 25: K-Dramas as a space for cross-cultural exchange? Counter-flow and its entanglements with soft power and promotional culture
Dibyangana Biswas, Himadri Roy Chaudhuri and Anindita Chaudhuri
Chapter 26: Negotiating the media(ted) reality and marginalization: Exploring the lived experiences of LGBTQ consumers from the Global South
Bruno Lovric
Chapter 27: Riding on the wave of popular culture: Croatia’s soft power and Game of Thrones fandom
Debashish Munshi and Priya Kurian
Chapter 28: Promoting sustainability: Resisting capitalist frames of promotional cultures through climate fiction
 
Part 5: Promotion and Institutional Power
Núria Almiron
Chapter 29: The animal-industrial complex and the promotion of animal exploitation
Burçe Celik
Chapter 30: The promotional pillar of enduring authoritarian-populist regimes: The case of Islamic charities in Erdogan’s Turkey
Sibo Chen
Chapter 31: The political economy of environmental communication: The Chinese context
Zoë M.K. Hagley
Chapter 32: A quest for unity: Promoting Caribbean "oneness" by creating a regional public sphere
Charo Sádaba and Jorge del Río
Chapter 33: The Spanish promotional culture: reflections of a mature sector and an evolving society
Renata Tomaz and Brenda Guedes
Chapter 34: Promotional culture, children, and social media: considerations from the Brazilian context
Alison Hearn
Chapter 35: High tech pauperism: Fintech, promotionalism, and the creation of financial subjects
Key features
  • A global and diverse approach. The book centres marginalised voices, cross-cultural scholarship, debates around de-colonisation, and indigenous knowledge/practice.
  • The digital is central. Digital capitalism, AI and automation, misinformation, digital media platforms, data power, and more. The impact of contemporary digital technology runs throughout.
  • Explores popular and controversial interdisciplinary topics such as promotional media and children; health and wellbeing; the climate crisis; and social media influencers.
  • Coverage of identity. This will explore non-binary and transgender subjectivities, and the promotion of diversity in discourses of intersectionality (including racism, sexism, homophobia, ageism).
  • Bridges theory and research to practice, with a focus on promotional occupations and workers, essential for a field where practitioners, practice and ‘doing’ are so key.
  • Excellent coverage of ethics. Exploring contemporary issues (such as greenwashing, Google’s AI etc) in the context of globalising and de-colonising professional ethics.

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ISBN: 9781529602623
$185.00
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