Die Bilder der Communities. Zur Bedeutung von Bildern in Online-Diskursen
Autor: Thomas Heun
[erschienen in: Image 18: Bild und Moderne (Ausgabe Juli 2013)]
The increasing usage of digital media leads to new possibilities to spread images. The author conducted, on the basis of a praxeological model of brand culture, where brands are understood as an outcome of creative and communicative actions of companies and consumers a discourse analysis of onlinediscourses of Brand Communities, which lead to the result that the images spread by the communities often represent the shared cultural standpoints of these communities. These images of the communities can be understood as speech acts which have a fundamental meaning in the process of communicating cultural positions and (re-)producing community.