Publications

Publication details [#57753]

Reyes, Angela. 2013. Corporations are people: Emblematic scales of brand personification among Asian American youth. Language in Society 42 (2) : 163–185.

Publication type

Article in journal

Publication language

English

Keywords

brand name | classroom conversation | naming1 | racism | youth

Place, Publisher

Cambridge University Press

Journal WWW

journals.cambridge.org/

Annotation

This paper explores the use and meanings of corporate names as personal nicknames for Asian American youth within the crossracial institutional context of an Asian American supplementary school, via the concepts of brand personification and emblematic scales.