Exploring authenticity meanings in the global-local continuum: semiotic insights from the Måneskin case
Abstract
Purpose
This article explores brand positioning and authenticity within the global-local continuum, utilizing the evolution of the Italian rock band, Måneskin, as a case study.
Design/methodology/approach
Employing Greimas’s (1987) semiotic framework, I analyze social media and media articles on Måneskin’s success, unveiling consumer perceptions of global, local and intermediate brand positionings and related authenticity dimensions. I particularly uncover a narrative centered on “global” versus “local” brand positioning and their counterparts (i.e. “not global” and “not local”), forming a semiotic square.
Findings
In the “global” perception, the band is evaluated in terms of conforming to global standards, while, in the “local” understanding, the emphasis shifts to connections to local roots. In the “glocalization” perspective (global and local), the band’s activities are assessed concerning an integration between global conformity and local connections. The “glalienation” viewpoint (neither global nor local) is related to consistency, in the sense of being unique and avoiding a commitment to either global or local values. The data also highlight issues of inconsistency regarding brand positioning’s contradictions, such as the band’s incoherently merging local and non-local elements.
Originality/value
The proposed structural semiotics approach enriches previous theories by examining authenticity within global-local dynamics, offering insights into various authenticity dimensions and their interplay. It underlines shifts in authenticity perceptions and challenges binary brand positioning, advocating for strategic placement across the global-local continuum. Moreover, it emphasizes leveraging cultural elements and semiotics to effectively communicate authenticity.
Keywords
Acknowledgements
The author thanks the journal editor and the three anonymous referees for their valuable input and suggestions. Thanks also go to Daniele Dalli and Kent Grayson for their support and insightful feedback at the beginning of this project. Finally, the author acknowledges Francesco Bellini, Federica Bianchini, Marta Carpentiero, Flavia Castilletti and Marianna Coviello for their assistance with data collection and preliminary analysis.
Citation
Corciolani, M. (2024), "Exploring authenticity meanings in the global-local continuum: semiotic insights from the Måneskin case", International Marketing Review, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IMR-10-2023-0274
Publisher
:Emerald Publishing Limited
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