Jonathan Schroeder

Jonathan Schroeder

William A. Kern Professor in Communications
3014 Eastman Hall

Professor Schroeder has published widely on the intersections of branding, identity, media, and visual culture. He teaches courses in Strategic Communication and Visual Communication. He also chairs the Kern Conference in Visual Communication and organizes the Kern Speaker Series at RIT.

He has held visiting appointments at London School of Economics (Department of Media and Communications), 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 Wesleyan University (Center for the Humanities).

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 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 serves on the editorial boards of the journals Consumption Markets & Culture, 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.

For more information, see:

BA, University of Michigan; MA and Ph.D. University of California, Berkeley

Selected Publications

Many papers are available on


Schroeder, J., Stenport, A., and Szalczer, E (eds.) (2018), August Strindberg and Visual Culture: The Emergence of Optical Modernity in Image, Text, and Theatre. New York: Bloomsbury.

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

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. (2002), Visual Consumption. New York: Routledge.

Selected Recent Articles and Book Chapters

Borgerson, J. L. and Schroeder, J. E. (2018), Making Skin Visible: How Consumer Culture Imagery Commodifies Identity, Body and Society, 24, 1/2, 103-136.

Borgerson, J., Schroeder, J. E. and Wu, Z. (2018), Branding as Soft Power: Brand Culture and the 2008 Beijing Olympics, in Kingsley Edney, Ying Zhu and Stan Rosen, eds. Soft Power with Chinese Characteristics: China’s Campaign for Hearts and Minds, New York: Routledge, forthcoming.

Modrak, R. and Schroeder, J. (2017), Performing Skepticism through Parody: Re Made Company’s Media Critique, Afterimage: The Journal of Art and Media Criticism, 45, 2/3, 46-51.

Zhiyan, W., Luo, J., Schroeder, J. E., and Borgerson, J. (2017), Forms of Inconspicuous Consumption: What Drives Inconspicuous Luxury Consumption in China?, Marketing Theory, 17 (4), 491-516.

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.

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.

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. 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.

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.

Schroeder, J. E. (2013), Snapshot Aesthetics and the Strategic Imagination, In Visible Culture, 18 (Spring), online:

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

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

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

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.

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

"MIdcentury Visions of Christmas in New York," Medium, December 20, 2018,

“How Stereo was First Sold to a Skeptical Public ,” The Conversation, December 12, 2018,

“Election and Patriotism on Midcentury Vinyl,” November 5, 2018, MIT Press blog,

"Designed for Hi-Fi Living," 2018, The Kodakery podcast.

"A Quick Spin Around the Globe via 1950s LP Covers," November 21, 2017, The World, International Public Radio.

"Understanding Selfie Culture," [with Amanda Kearney], November 7, 2017, Connections with Evan Dawson, WXXI,

"Capitol Records at Midcentury: A Moment When the Beatles were Simply Foreign Music," [Janet Borgerson and Jonathan Schroeder], 2017, MIT Press blog.

"Recovering and Discovering Album Cover Artists and Photographers" [Janet Borgerson and Jonathan Schroeder], 2017, MIT Press blog.

"Designed for HI-Fi Living: How it all Started" [Janet Borgerson and Jonathan Schroeder], 2017, MIT Press blog.

"Visions of Hi-Fi Life in Midcentury Media: The LP as Pedagogical Object" [Janet Borgerson and Jonathan Schroeder], 2017, London School of Economics, Media@LSE Working Paper #44.

"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,

“Shanghai Tang: China’s Aspiring Global Fashion Brand,” [Jonathan Schroeder, Janet Borgerson, and Zhiyan Wu], 2015, China Policy Institute Blog, hosted by Nottingham University,

 “Adventures in Sound: A Grand Tour on Vinyl,” [Janet Borgerson and Jonathan Schroeder] 2014, Material World Blog, hosted by New York University.

 “Music for Gracious Living: Learning about Lifestyle from LPs,” [Janet Borgerson and Jonathan Schroeder] 2013, Material World Blog, hosted by New York University.

“Packaging Paradise: Sonic Branding of the South Pacific” [Janet Borgerson and Jonathan Schroeder] 2008, Material World Blog, hosted by New York University.

 “The Pleasures of the Used Text: Revealing Traces of Consumption,” [Janet Borgerson and Jonathan Schroeder] 2007, Material World Blog, hosted by New York University.