Few different topics for my essay which I considered initially during my research:
- Breaking the brand: I can explore how transgressive activities and movements affects brands. A typical example would be the negative mashups of the BP brand identity and advertisements.
- Fueling the brand in the digital age: within this theme I can discuss the tribal value creation that exist in the world wide web. An example would be the unconscious marketing value 9Gag social users create for the Nutella brand elevating it to an almost divine status through the community value they create with mash-up materials.
- The Wiki phenomenon – here I could discuss the social power new media offers, emphasizing on topics like biopower, community value creation and social media in the focus of Wiki-like projects
- Spam – transgression in this new media phenomenon.