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Lemmy Kilmister and milk from Finland: On remembering, online spaces and corporate branding

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In this article, we show how new (social) media dynamics condition the way remembering and mourning play out online. We analyse commenting with regard to the Finnish dairy-product company Valio’s advertisement-turned-tribute to rock idol Lemmy Kilmister, who had passed away some days earlier. Our study shows that ambiguous and fluid power relations in online spaces can sustain facile and simplified corporate messages. We offer an example of how the context of representation shifts in online exchanges and highlight how local repertoires of meaning making are overpowered by universal myths. This offers a new perspective to metal music studies. More generally, our study elucidates contextual shifts as one of the ways in which contemporary capitalism operates as consumers such as metal music fans are engaged in co-production of corporate brand meanings.
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Keywords: context; mourning; myth; power relations; remembering; social media

Document Type: Research Article

Affiliations: 1: Aalto University 2: Hanken School of Economics

Publication date: March 1, 2020

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  • Metal Music Studies is the journal of the International Society for Metal Music Studies.

    The aims of the journal are:
    • To provide an intellectual hub for the International Society of Metal Music Studies and a vehicle to promote the development of metal music studies;
    • To be the focus for research and theory in metal music studies – a multidisciplinary (and interdisciplinary) subject field that engages with a range of parent disciplines, including (but not limited to) sociology, musicology, humanities, cultural studies, geography, philosophy, psychology, history, natural sciences;
    • To publish high-quality, world-class research, theory and shorter articles that cross over from the industry and the scene;
    • To be a world leader in interdisciplinary studies and be a unique resource for metal music studies.
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