Defense Date

4-25-2025

Graduation Date

Summer 8-2025

Availability

Immediate Access

Submission Type

dissertation

Degree Name

PhD

Department

Communication and Rhetorical Studies

School

McAnulty College and Graduate School of Liberal Arts

Committee Chair

Anthony Wachs

Committee Member

Özüm Üçok-Sayrak

Committee Member

Sarah M. DeIuliis

Keywords

Integrated Marketing Communication, Popular Culture, Hyperconsumption, Capitalism, Politics, Public Opinion, Propaganda, Identity

Abstract

This dissertation examines the discipline and practice of integrated marketing communication, acknowledging the limitations inherent in analyzing a field deeply embedded in the structures of hyperconsumption. This inquiry adopts a constructive hermeneutic approach, interpreting the dialectical tensions that define integrated marketing communication. These tensions include that between commercial imperatives and cultural critiques, which are further complicated by the influence of popular culture and shifting political climates. As popular culture increasingly intersects with sociopolitical discourse, brands are compelled to navigate these dynamics publicly. This evolving landscape reshapes consumer perceptions and brand strategies, reinforcing integrated marketing communication’s role as both a cultural force and a potential site of resistance. By engaging with these contradictions, this project offers a more reflexive and nuanced understanding of how integrated marketing communication operates within broader systems of meaning-making and consumption.

Language

English

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