Consuming royalty: promotional narratives and the British royal family

Olsen, Dennis (2024) Consuming royalty: promotional narratives and the British royal family. M/C Journal, 27 (1).

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The article examines the intersections of the British royal family and consumer culture, with a focus on the coronation of King Charles III. Conducting a content analysis of visual elements, captions and/or hashtags of sponsored posts, stories, and reels that promoted the British monarchy in the week leading up to the Coronation on 6 May 2023, we found that there is a shifting landscape when it comes to the British royals, tradition, lifestyle, and consumption. The study demonstrates that while brands from diverse corporations contribute enduring appeal of the British royals, and with narratives appearing to bridge the gap between royalty and the public, contemporary promotional narratives did shift focus from the sovereign and royal family to the broader institution of royalty.

Item Type: Article
Identifier: 10.5204/mcj.3020
Subjects: Media
Depositing User: Dennis Olsen
Date Deposited: 20 Mar 2024 11:20
Last Modified: 20 Mar 2024 11:20


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