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Faculty & Staff

Jonathan Schroeder

William A. Kern Professor in Communications
Office: 
01-3014
Fax: 
585-475-7732
BA, University of Michigan; MA and Ph.D. University of California, Berkeley

Professor Schroeder has a B.A. in Psychology from the University of Michigan and an M.A. and Ph.D. in Social Psychology from the University of California, Berkeley, and he did postdoctoral work at Rhode Island School of Design. He teaches Strategic Commuincation and Visual Communication.

He has published widely on branding, communication, media, and identity. His current research involves four intersecting areas: aesthetic leadership, branding, ethics of representation and visual communication – photography, in particular. He is editor at large of the interdisciplinary journal Consumption Markets & Culture, and serves on the editorial boards of the journals Advertising and Society Review, Critical Studies in Fashion and Beauty, European Journal of Marketing, Innovative Marketing, International Journal of Indian Culture and Business Management, Journal of Business Research, Journal of Historical Research in Marketing, Journal of Macromarketing, Marketing Theory and Visual Methodologies.

He has held visiting appointments at Wesleyan University (Center for the Humanities), Göteborg University, Sweden (Centre for Consumer Science), University of Auckland, New Zealand (Centre for Digital Enterprise), Bocconi University in Milan (Program in Fashion, Experience, and Design), the Indian School of Business, Hyderabad (Marketing Department), and London School of Economics (Department of Media and Communications).

Professor Schroeder is a frequent speaker at academic and industry seminars, as well as a regular media commentator. He is a Trustee of the George Eastman Museum, a Fellow of the Institute for Brands and Brand Relationships, and an Advisory Board Member of the Race in the Marketplace Forum. He chairs the Kern Conference in Visual Communication.

For more information, see: http://www.rit.edu/cla/kern/

 

Selected Publications

Many papers are available on Academia.edu: https://rit.academia.edu/JonathanSchroeder

Books

Borgerson, J. and Schroeder, J. (2017), Designed for Hi-Fi Living: The Vinyl LP in Midcentury America. Cambridge, MA: MIT Press. https://www.designedforhifiliving.com/

Schroeder, J. E. (ed.) (2015), Brands: Interdisciplinary Perspectives, London: Routledge.

Warren, S., Bell, E. and Schroeder, J. (eds.) (2014), Routledge Companion to Visual Organization, London, Routledge.

Wu, Z., Borgerson, J. and Schroeder, J. (2013), From Chinese Brand Culture to Global Brands: Insights from Aesthetics, Fashion and History. Basingstoke: Palgrave Macmillan.

Schroeder, J. (ed.) (2013), Conversations on Consumption. New York: Routledge.

Schroeder, J. and Salzer-Mörling, M. (eds.) (2006), Brand Culture, London: Routledge.

Schroeder, J. Visual Consumption, 2002, New York: Routledge.

Recent Articles

Borgerson, J. L. and Schroeder, J. E. (2018), Making Skin Visible: How Consumer Culture Imagery Commodifies Identity, Body and Society, forthcoming

Modrak, R. and Schroeder, J. (2017), Performing Skepticism through Parody: Re Made Company’s Media Critique, Afterimage [special issue on Media Literacy in a “Post-Truth” Age], forthcoming

Zhiyan, W., Luo, J., Schroeder, J. E., and Borgerson, J. (2017), Forms of Inconspicuous Consumption: What Drives Inconspicuous Luxury Consumption in China?, Marketing Theory.

Schroeder, J. (2017), Corporate Brands in Perspective: A Typology, European Journal of Marketing, 51 (9/10), 1522-1529.

Anat Keinan, Sandrine Crener, Jing Xu, Janet Borgerson, Jonathan Schroeder, and Zhiyan Wu (2017), Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand, Harvard Business School Case Study 517-032.

Pongsakornrungsilp, S. and Schroeder, J. (2017),Consumers and Brands: How Consumers Co-create,” in Routledge Handbook on Consumption, Margit Keller, edited by Bente Halkier, Terhi-Anna Wilska, and Monica Truninger, London: Routledge, 89-101.

Borgerson, J. and Schroeder, J. (2017), “Hawaii: A Historical Exemplar of Audio Branding,” in Audio Branding: Using Sound to Build Your Brand, by Laurence Minsky and Collen Fahey, 162-170, London: Kogan-Page.

Iqani, M. and Schroeder, J. E. (2016), #selfie: Digital Self-portraits as Commodity Form and Consumption Practice, Consumption Markets & Culture, 19 (5), 405-415. http://www.tandfonline.com/doi/full/10.1080/10253866.2015.1116784

Kedzior, R., Allen, D. and Schroeder, J. (2016), The Selfie Phenomenon – Consumer Identities in the Social Media Marketplace, European Journal of Marketing, 50 (9/10), 1767-1772.

Schroeder, J., Borgerson, J. and Wu, Z. (2016), “A Brand Culture Perspective on Global Brands,” in Francesca Dall'Olmo Riley, Jaywant Singh and Charles Blankson, eds. The Routledge Companion to Contemporary Brand Management, 153-163.

Schroeder, J. E. and Borgerson, J. L. (2015), Critical Visual Analysis of Gender: Reactions and Reflections. Journal of Marketing Management, 31 (15/16), 1723-1731.

Schroeder, J. E. (2015), Communicating Identity/Consuming Difference. Consumption Markets & Culture, 18 (6), 485-489.

Schroeder, J. E., Borgerson, J. L. and Wu, Z. (2015), A Brand Culture Approach to Chinese Cultural Heritage Brands, Journal of Brand Management, 22 (3), 261-279.

Schroeder, J. (2015), “Brands, Photography, and Strategy,” in Susan Fournier, Michael Breazeale, and Jill Avery, eds. Strong Brands, Strong Relationships, New York: Routledge, 406-408.

Schroeder, J. E. (2015), “Brands and Branding,” in Wiley-Blackwell Concise Encyclopedia of Consumption and Consumer Studies, edited by Daniel Thomas Cook and Michael J. Ryan, New York: John Wiley and Sons.

Martin, K. N., and Schroeder, J. E. (2014), When Images Cause Trouble, Special Issue Introduction, Visual Communication Quarterly, 21, 184-185.

Schroeder, J. E. (2014) “Semiotics,” in Wiley Encyclopedia of Management 3rd ed, edited by Cary Cooper, Volume 9. New York: John Wiley and Sons.

Schroeder, J., Borgerson, J. and Wu, Z. (2014), “A Brand Culture Approach to Brand Literacy: Consumer Co-creation and Emerging Chinese Luxury Brands,” Advances in Consumer Research, 42, 366-370.

Wu, Z., Borgerson, J. and Schroeder, J. (2013), A Brand Culture Approach to Chinese Branding in the Global Marketplace, World Financial Review, November-December, 29-31.

Schroeder, J. E. (2013), Snapshot Aesthetics and the Strategic Imagination, In Visible Culture, 18 (Spring), online: http://ivc.lib.rochester.edu/snapshot-aesthetics-and-the-strategic-imagination/

Sullivan, K., Gosling, J. and Schroeder, J. (2013), On Being Branded, Scandinavian Journal of Management, 29, 121-122.

Schroeder, J. E. (2012) “Style and Strategy: Snapshot Aesthetics in Brand Culture,” in Imagining Organisations: Performative Imagery in Business and Beyond, C. McLean, P. Quattrone, F-R. Puyou, and N. Thrift (eds.), London: Routledge, 129-151

Zwick, D. and Schroeder, J. E. (2012) “Stock Trading in the Digital Age: Speed, Agency, and the Entrepreneurial Consumer,” in The Digital Consumer, Russell Belk and Rosa Llamas (eds.), New York: Routledge.

Pongsakornrungsilp, S. and Schroeder, J. E. (2011), Understanding Value Co-creation in a Co-consuming Brand Community, Marketing Theory, 11 (3), 303-324.

Schroeder, J. E. (2011), “Brand Culture,” in Concise Encyclopedia of Sociology, George Ritzer and J. Michael Ryan, ed, Oxford: Wiley-Blackwell, 41-42.

Campbell, N. and Schroeder, J. E. (2011), “Visual Culture,” in Encyclopedia of Consumer Culture, D. Southerton, ed. Thousand Oaks, CA: Sage.

Schroeder, J. E. and Borgerson, J. L. (2011), “Packaging Paradise: Organizing Representations of Hawaii,” in A. Prasad, ed., Against the Grain: Advances in Postcolonial Organization Studies, Copenhagen: Copenhagen Business School Press.

Schroeder, J. E. (2011) “Value Creation and the Visual Consumer,” in Beyond the Consumption Bubble, K. Ekström and K. Glans, eds, London: Routledge, 137-148.

Puntoni, S., Schroeder, J. E. and Ritson, M. (2010), Meaning Matters: Polysemy in Advertising, Journal of Advertising, 39, 51-64.

Buchanan-Oliver, M., Cruz, A. and Schroeder, J. E. (2010), Shaping the Body and Technology: Discursive Implications for the Strategic Communication of Technological Brands, European Journal of Marketing, 44, 635-652.

Patterson, M., and J. E. Schroeder (2010), “Borderlines: Skin, Tattoos, and Consumer Culture Theory.” Marketing Theory, 10.3, 253-267.

Zhiyan, W., J. Borgerson, and J. Schroeder (2010), “Fashion Systems and Historical Culture in the Development of Chinese Global Branding.” Advances in Consumer Research, 199-201

Schroeder, J. E. and Fillis, I. (2010), “Aesthetic Leadership”, in Political and Civic Leadership: A Reference Handbook, Richard Couto, ed. London: Sage, 1063- 1070.

Borgerson, J., Schroeder, J. E., Escudero Magnusson, M. and Magnusson, F. (2009), Corporate Communication, Ethics, and Operational Identity: A Case Study of Benetton, Business Ethics – A European Review, 18, 209-223.

Schroeder, J. E. (2009), The Cultural Codes of Branding, Marketing Theory, 9, 123-126.

Schroeder, J. E (2008), “Fetishization,” in International Encyclopedia of Communication, vol. 4, W. Donsbach, ed., Oxford: Wiley-Blackwell, 1803-1808.

Internet Content - A Sample

Borgerson, J. L. and Schroeder, J. E. (2017), Visions of Hi-Fi Life in Midcentury Media: The LP as Pedagogical Object, London School of Economics, Media@LSE Working Paper #44. http://www.lse.ac.uk/media@lse/research/mediaWorkingPapers/home.aspx

 “Vintage Vinyl can Tell us About Cold War Tensions and Cultural Diplomacy,” [Jonathan Schroeder and Janet Borgerson], 2017, London School of Economics, American Politics and Policy blog, http://blogs.lse.ac.uk/usappblog/2017/02/27/vintage-vinyl-can-tell-us-about-cold-war-tensions-and-cultural-diplomacy/

 “Shanghai Tang: China’s Aspiring Global Fashion Brand,” [Jonathan Schroeder, Janet Borgerson, and Zhiyan Wu], 2015, China Policy Institute Blog, hosted by Nottingham University, https://blogs.nottingham.ac.uk/chinapolicyinstitute/

 “Adventures in Sound: A Grand Tour on Vinyl,” [Janet Borgerson and Jonathan Schroeder] 2014, Material World Blog, hosted by New York University. http://www.materialworldblog.com/2014/04/adventures-in-sound-a-grand-tou...

 “Music for Gracious Living: Learning about Lifestyle from LPs,” [Janet Borgerson and Jonathan Schroeder] 2013, Material World Blog, hosted by New York University. http://www.materialworldblog.com/2013/02/music-for-gracious-living-learning-about-lifestyle-from-lps/

“Packaging Paradise: Sonic Branding of the South Pacific” [Janet Borgerson and Jonathan Schroeder] 2008, Material World Blog, hosted by New York University. http://www.materialworldblog.com/2008/04/packaging-paradise-sonic-branding-of-the-south-pacific/

 “The Pleasures of the Used Text: Revealing Traces of Consumption,” [Janet Borgerson and Jonathan Schroeder] 2007, Material World Blog, hosted by New York University. http://www.materialworldblog.com/2007/04/the-pleasures-of-the-used-text-...