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Full-Text Articles in Social and Behavioral Sciences
The Myths That Make Us: An Examination Of Canadian National Identity, Shannon Lodoen
The Myths That Make Us: An Examination Of Canadian National Identity, Shannon Lodoen
Electronic Thesis and Dissertation Repository
This thesis uses Barthes’ Mythologies as a framework to examine the ways in which the Canadian nation has been mythologized, exploring how this mythologization affects our sense of national identity. Because, as Barthes says, the ultimate goal of myth is to transform history into nature, it is necessary to delve into Canada’s past in order to understand when, why, and how it has become the nation it is today. This will involve tracing some key aspects of Canadian history, society, and pop culture from Canada’s earliest days to current times to uncover the “true origins” of the naturalized, taken-for-granted elements …
Unwrapping The Toronto Christmas Market: An Examination Of Tradition And Nostalgia In A Socially Constructed Space, Lydia J. Gibson
Unwrapping The Toronto Christmas Market: An Examination Of Tradition And Nostalgia In A Socially Constructed Space, Lydia J. Gibson
Electronic Thesis and Dissertation Repository
Little research explores the creation of an outdoor Christmas Market, and the role that tradition and nostalgia theory play in this socially constructed space. This thesis offers an examination of the Toronto Christmas Market, an extravagant Christmas-themed pop-up market in Toronto’s Distillery District neighbourhood, and seeks to understand how the design or execution of the market serves to articulate the tropes of tradition and nostalgia. The market’s sizeable attendance for the 2018 season of an estimated 650,000 people is a sheer testament to the merit it has as a social event in a public space. Through a discourse analysis and …
Glocalization In China: An Analysis Of Coca-Cola’S Brand Co-Creation Process With Consumers In China, Yinuo Shi
Glocalization In China: An Analysis Of Coca-Cola’S Brand Co-Creation Process With Consumers In China, Yinuo Shi
Electronic Thesis and Dissertation Repository
In contemporary marketing, corporations often work to induce consumers to participate in co-creating their brand value. Consumers, therefore, can be considered marketers, who are then used by marketing managers to create competitive advantage and market opportunities. Through processes of co-creation, companies also obtain valuable information about consumer preferences and values, which, in turn, can lower production costs. This thesis uses Coca-Cola as a case study to explore the ways international companies work to incorporate elements of Chinese culture and employ Chinese social media platforms in their promotional messages and activities in order to encourage Chinese consumers to co-create their brand …