Bred and Born - a reflection

Loraine will reflect on her experience of participation in the Four Corners' 1980s film production Bred and Born.

The Material Dynamics of a London-French Blog: A Multimodal Reading of Migrant Habitus

Through a fine-grained reading of a London-French blog, this article aims to shed light on the lived experience of the French community in London. The ethnosemiotic conceptual framework brings together ethnographic and semiotic schools of thought, focusing in particular on Pierre Bourdieu’s concept of habitus and Gunther Kress’s multimodal social semiotic analytical model. Habitus is broken down into its material manifestations of habitat, habit and habituation, all displayed in the blog and revealing of the blogger’s identity and positioning within the migration setting. As all modes are considered to be of equal semiotic potential, equivalent emphasis is placed on the multiple modes of meaning-making present in the blog, such as layout, colour, typography and language. By examining the dynamic relationships between blogger and audience, subjectivity and objectivity, on-line and on-land habitus, and intermodal dynamics themselves, through the prism of multimodality, hidden facets of the blogger’s cultural identity and sense of community belonging within the diasporic context begin to materialise.

Critical Reflection in the Marketing Curriculum

This article examines how we can encourage students to engage critically with marketing ideas and activities. Critical marketing studies are currently on the margins of the discipline, and the ideas and challenges to conventional marketing studies posed by critical scholars are rarely tested or implemented in the marketing classroom. Often these are perceived as too academic and elitist to be relevant to the modern business environment. Drawing largely from debates in the management education literature, this article discusses the problems and possibilities of introducing critical reflection into the marketing curriculum and describes some strategies for encouraging critique in the marketing classroom.