Drawing from literary criticism and institutional theory, this article analyzes the public discourse surrounding the Exxon Valdez spill of 1989 and BP Gulf Spill of 2010. While industrial accidents such as oil spills can erode consumers’ trust in experts, a macrolevel analysis reveals that media coverage of such events ultimately contains the anxieties that are sparked by initial news coverage. The brandcentric disaster myths generated by media coverage frame public discourse in ways that help to reestablish consumers’ trust in expert systems while also insulating corporations and governmental institutions from more systematic critiques. This analysis contributes to a macrolevel theorization of the institutional and ideological structures that shape consumers’ risk perceptions and just world beliefs. It also extends prior accounts of cultural branding by identifying a set of ideological effects that operate in concert with the more commonly discussed therapeutic benefits afforded by marketplace myths.
Founded in 1974, the Journal of Consumer Research publishes scholarly research that describes and explains consumer behavior. Empirical, theoretical, and methodological articles spanning fields such as psychology, marketing, sociology, economics, and anthropology are featured in this interdisciplinary journal. The primary thrust of JCR is academic, rather than managerial, with topics ranging from micro-level processes (e.g., brand choice) to more macro-level issues (e.g., the development of materialistic values).
Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide. OUP is the world's largest university press with the widest global presence. It currently publishes more than 6,000 new publications a year, has offices in around fifty countries, and employs more than 5,500 people worldwide. It has become familiar to millions through a diverse publishing program that includes scholarly works in all academic disciplines, bibles, music, school and college textbooks, business books, dictionaries and reference books, and academic journals.
This item is part of JSTOR collection
For terms and use, please refer to our Terms and Conditions
© 2014 by JOURNAL OF CONSUMER RESEARCH, Inc.
Request Permissions
