Under Construction (Identities, Communities and Visual Overkill)

22 Pages Posted: 10 Feb 2003

See all articles by S.J. Magala

S.J. Magala

Erasmus Research Institute of Management (ERIM)

Date Written: 29 2001 3,


Most of modern identities emerge from mediated interactions in public and virtual spaces. There are no acknowledged authorities to watch over organizational identities and grant them legitimacy. These identities are renegotiated in real and virtual communities, often carry a permanent label 'under construction' and can be violently contested in public space. Garrulous behaviour stimulated by interactive media and by the forthcoming Evernet allows for a gradual build-up of individual and social response to the visual overkill in media-regulated societies. Voicing the images over, we mobilize for action, dismantle institutional structures and generally speaking mix gate-keeping with data-dating, thus contributing to the overall change of world's cultural climate - one of bricks, clicks and flicks. Benetton's Toscani campaign and Napster's ordeal are cases in point.

Keywords: corporate identity, virtual community, flicks, cultural climate, visual overkill

JEL Classification: M, M10, L2, M19

Suggested Citation

Magala, Slawomir J., Under Construction (Identities, Communities and Visual Overkill) (29 2001 3,). Available at SSRN: https://ssrn.com/abstract=370878

Slawomir J. Magala (Contact Author)

Erasmus Research Institute of Management (ERIM)

P.O. Box 1738
3000 DR Rotterdam

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