‘Brand work’: Constructing assemblages in gendered creative labour
研究了性别化的媒体品牌如何通过连接想法、物品和人在组织中形成，提出品牌是多重连接和关系的“组合体”，员工通过“品牌工作”在具体情境和性别化实践中协商品牌。
Recent work has highlighted how brands play an important role within organizational practice. To extend this discussion, we ask: how do gendered media brands come into being in an organization by connecting ideas, objects and people? This article challenges the assumption that brands simply reflect management norms by positioning the brand as an ‘assemblage’ of multiple connections and linkages, simultaneously shaping and being shaped by those that partake in its production. Employees engage in ‘brand work’; that is, 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 territorialization and deterritorialization process of stabilization and contestation of the assemblage.