Jonathan Schroeder Headshot

Jonathan Schroeder

William A Kern Professor

Dean’s Office
College of Liberal Arts

585-729-0487
Office Hours
by appointment
Office Location
Office Mailing Address
3014 Eastman Building

Jonathan Schroeder

William A Kern Professor

Dean’s Office
College of Liberal Arts

Education

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

Bio

Professor Schroeder has published widely on the intersections of branding, identity, media, and visual culture. His current work is about ethics of representation in media images in popular culture, including advertising, the internet, and 20th century media. He is interested in how media images help create, maintain, and circulate stereotypical notions about identity, including gender and racial identities.

He teaches courses in Fashion, Strategic Communication, and Visual Culture. He co-organizes the Visual Arts, Culture, and Media Speaker Series at RIT. He has held visiting appointments at London School of Economics (Department of Media and Communications), Gothenburg 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 an Advisory Board Member of the Race in the Marketplace Forum and a member of the Diversity Scholars Network. 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 Arts and the Market, European Journal of Marketing, International Journal of Indian Culture and Business Management, Journal of Customer Behavior, Journal of Historical Research in Marketing, Journal of Macromarketing, Journal of Promotional Communication, Marketing Theory, and Visual Methodologies.

Select Scholarship

Journal Paper
Gordon, Nickesia S., Jonathan Schroeder, and Janet Borgerson. "Folk and Fantasy: Colonial Imaginations of Caribbean Culture in Mid-century Calypso Album Cover Art." Howard Journal of Communications 34. 3 (2023): 252-272. Print.
Ruvalcaba, Cecilia, Duygu Akdevelioglu, and Jonathan Schroeder. "Stakeholders as Value Creators: The Role of Multi-Level Networks in Employee Wellness Programs." Journal of Macromarkeing 42. 3 (2022): 414-432. Print.
Schroeder, Jonathan. "Reinscribing Gender: Social Media, Algorithms, Bias." Journal of Marketing Management 37. 3/4 (2021): 376-378. Print.
Borgerson, Janet and Jonathan Schroeder. "The Racialized Strategy of Using Skin in Marketing and Consumer Culture." Spark: The Online Magazine of the National Center for Institutional Diversity. (2021): 1-3. Web.
Schroeder, Jonathan, Janet Borgerson, and Zhiyan Wu. "A Brand Culture Approach to Brand Literacy: Consumer Co-creation and Emerging Chinese Luxury Brands." Studies on Cultural Management in China 1. (2019): 1-10. Print.
Borgerson, Janet and Jonathan Schroeder. "Making Skin Visible: How Consumer Culture Imagery Commodifies Identity." Body & Society 24. 1-2 (2018): 103-136. Print.
Schroeder, Jonathan E. "Corporate Branding in Perspective: A Typology." European Journal of Marketing 51. 9/103 (2017): 1522-1529. Print.
Wu, Zhiyan, et al. "Forms of Inconspicuous Consumption: What Drives Inconspicuous Luxury Consumption in China?" Marketing Theory 17. 4 (2017): 491-516. Print.
Modrak, Rebekah and Jonathan Schroeder. "Performing Skepticism Through Parody: Re Made Company's Media Critique." Afterimage: The Journal of Arts and Media Criticism 45. 2/3 (2017): 47-51. Print.
Iqani, Mehita and Jonathan E Schroeder. "#Selfie: Digital Self-portraits as Commodity Form and Consumption Practice." Consumption Markets & Culture 19. 5 (2016): 405-415. Print.
Kedzior, Richard, Douglas E. Allen, and Jonathan E Schroeder. "The Selfie Phenomenon — Consumer Identities in the Social Media Marketplace." European Journal of Marketing 50. 9/10 (2016): 1767-1772. Print.
Schroeder, Jonathan E. and Janet L. Borgerson. "Critical Visual Analysis of Gender: Reactions and Reflections." Journal of Marketing Management 31. 15-16 (2015): 1723-1731. Print.
Schroeder, Jonathan, Janet Borgerson, and Zhiyan Wu. "A Brand Culture Approach to Chinese Cultural Heritage Brands." Journal of Brand Management 22. 3 (2015): 261-279. Print.
Schroeder, Jonathan E., Janet L. Borgerson, and Zhiyan Wu. "A Brand Culture Approach to Brand Literacy: Consumer Co-creation and Emerging Chinese Luxury Brands." Advances in Consumer Research 42. (2014): 366-370. Print.
Wu, Zhiyan, Janet Borgerson, and Jonathan Schroeder. "A Brand Culture Approach to Chinese Branding in the Global Marketplace." World Financial Review. November-December (2013): 29-31. Web.
Schroeder, Jonathan. "Snapshot Aesthetics and the Strategic Imagination." InVisible Culture 18. (2013): 1-25. Web.
Sullivan, Katie, Jonathan Gosling, and Jonathan Schroeder. "Being Branded." Scandinavian Journal of Management 29. (2013): 121-122. Print.
Pongsakornrungsilp, Siwarit and Jonathan Schroeder. "Understanding Value Co-Creation in a Co-Consuming Brand Community." Marketing Theory 11. 3 (2011): 303-324. Print.
Published Review
Schroeder, Jonathan. "Nostalgia under Oppression." Rev. of Afro-Nostalgia: Feeling Good in Contemporary Black Culture, by Badia Ahad-Legardy. Society for U.S. Intellectual History Blog 1 Aug. 2023: 1-3. Web.
Invited Keynote/Presentation
Borgerson, Janet and Jonathan Schroeder. "Designed For: Midcentury Media." Popular Music Books in Process Series. International Association for the Study of Popular Music. Chicago, IL. 12 Jun. 2023. Lecture.
Borgerson, Janet and Jonathan Schroeder. "Designed for Dancing: How Midcentury Records Taught America to Dance." Camp 2022. Modernism Week. Palm Springs, CA. 22 Feb. 2022. Keynote Speech.
Schroeder, Jonathan and Janet Borgerson. "Race in Midcentury Album Covers." Race in the Marketplace Forum. RIM. Paris, FR. 26 Jun. 2019. Lecture.
Borgerson, Janet and Jonathan Schroeder. "Designed for Hi-Fi Living: The Vinyl LP in Midcentury America." Modernism Week. Palm Springs Modernism Week. Palm Springs, CA. 17 Feb. 2018. Lecture.
Borgerson, Janet and Jonathan Schroeder. "Designed for Hi-Fi LIving: The Vinyl LP in Midcentury America." Tuscon Modernism Week. Tucson Historic Preservation Association. Tucson, AZ. 14 Oct. 2017. Keynote Speech.
Borgerson, Janet and Jonathan Schroeder. "Materiality and Identity." After Taste Symposium: The Atmosphere of Objects. Parsons The New School for Design. New York, NY. 23 Feb. 2013. Keynote Speech.
Schroeder, Jonathan. "Thoughts on Co-creation of Value." Anthropology of Markets & Consumption Conference. University of California, Irvine. Irvine, CA. 7 Mar. 2013. Conference Presentation.
Schroeder, Jonathan. "Critical Visual Analysis: Toward an Ethics of Representation." Institute for the Humanities in Africa. University of Cape Town. Cape Town, South Africa. 9 Sep. 2013. Lecture.
Schroeder, Jonathan E. and Janet L. Borgerson. "Aestheticized Atrocity in Brand Culture." Aesthetics of Atrocity Symposium. Visual Studies Workshop. Rochester, NY. 7 Mar. 2012. Lecture.
Schroeder, Jonathan E. and Janet L. Borgerson. "Skin and Identity." Asia-Pacific Association of Consumer Research. Association of Consumer Research. Queenstown, New Zealand. 8 Jul. 2012. Conference Presentation.
Schroeder, Jonathan E. and Janet L. Borgerson. "Toward a Philosophy of Skin: Invoking Critical Race Studies in Consumer Culture." Academy of Management Annual Conference. Academy of Management. Boston, MA. 5 Aug. 2012. Conference Presentation.
Taalas, Saara, Marcus Lindahl, and Jonathan Schroeder. "Another Side of Knowledge Work." European Group for Organization Studies. Gothenburg University. School of Business, Economics, and Law, Gothenburg, Sweden. 8 Jul. 2011. Conference Presentation.
Book Chapter
Schroeder, Jonathan. "The Selfie in Consumer Culture." Visual Culture Approaches to the Selfie. Ed. Derek Conrad Murray. New York, NY: Routledge, 2022. 166-187. Print.
Borgerson, Janet L. and Jonathan E. Schroeder. "Advertising and the Commodification of Identity Through Skin." Encyclopedia of Business and Professional Ethics. Ed. Deborah Poff and Alex Michalos. Cham, Germany: Springer, 2023. 34-39. Print.
Schroeder, Jonathan and Detlev Zwick. "Stock Investing in the Digital Age." The Routledge Companion to Digital Consumption, 2nd ed. Ed. Rosa Llamas and Russell W. Belk. New York, NY: Routledge, 2022. 322-334. Print.
Borgerson, Janet, Jonathan Schroeder, and Zhiyan Wu. "Branding as Soft Power: Brand Culture and the 2008 Beijing Olympics." Soft Power with Chinese Characteristics: China’s Campaign for Hearts and Minds. Ed. Kingsley Edney, Ying Zhu, and Stan Rosen. New York, NY: Routledge, 2020. 117-132. Print.
Fillis, Ian and Jonathan Schroeder. "Aesthetic Leadership in the Small Firm." Handbook of Entrepreneurship and Marketing. Ed. Ian Fillis and Nicholas Telford. Cheltenham, UK: Edward Elgar, 2020. 206-221. Print.
Schroeder, Jonathan. "Brand Culture." The Wiley-Blackwell Encyclopedia of Sociology. Ed. George Ritzer and Chris Rojek. London, UK: Wiley-Blackwell, 2019. 1-2. Web.
Schroeder, Jonathan. "Visual Consumption." The Wiley-Blackwell Encyclopedia of Sociology, Second Edition. Ed. George Ritzer and Chris Rojek. London, UK: Wiley-Blackwell, 2019. 1-2. Web.
Szalczer, Eszter, Anna Westerthal Stenport, and Jonathan Schroeder. "Introduction: Visual Culture, August Strindberg, and The Double Image of Modernity." August Strindberg and Visual Culture: The Emergence of Optical Modernity in Image, Text and Theatre. Ed. Jonathan Schroeder, Anna Westerthal Stenport, and Eszter Szalczer. New York, NY: Bloomsbury, 2019. 1-17. Print.
Schroeder, Jonathan. "Robert Wilson’s Photographic Elements of A Dream Play." August Strindberg and Visual Culture: The Emergence of Optical Modernity in Image, Text and Theatre. Ed. Jonathan Schroeder, Anna Westerthal Stenport, and Eszter Szalczer. New York, NY: New York, 2018. 135-140. Print.
Pongsakornrungsilp, Siwarit and Jonathan E. Schroeder. "Consumers and Brands: How Consumers Co-Create." Routledge Handbook on Consumption. Ed. Margit Keller, et al. London, UK: Routledge, 2017. 89-101. Print.
Borgerson, Janet and Jonathan Schroeder. "Hawaii: A Historical Exemplar of Audio Branding." Audio Branding: Using Sound to Build Your Brand. Ed. Laurence Minsky and Collen Fahey. London, UK: Kogan-Page, 2017. 162-170. Print.
Schroeder, Jonathan, Janet Borgerson, and Zhiyan Wu. "A Brand Culture Perspective on Global Brands." The Routledge Companion to Contemporary Brand Management. Ed. Francesca Dall'Olmo Riley, Jaywant Singh, and Charles Blankson. London, UK: Routledge, 2016. 153-163. Print.
Schroeder, Jonathan E. "Brands, Photography, and Strategy." Strong Brands, Strong Relationships. Ed. Susan Fournier, Michael Breazeale, and Jill Avery. New York, NY: Routledge, 2015. 406-408. Print.
Schroeder, Jonathan E. "Missing Morris: Reminiscences, Retrospection, and Rigorous Research." Legends in Consumer Research: Morris Holbrook, Volume 6. Ed. Robert Schindler. Thousand Oaks, CA: Sage, 2015. 388-390. Print.
Schroeder, Jonathan E. "Visual Consumption." The Blackwell Encyclopedia of Sociology, 2nd Edition. Ed. George Ritzer. Oxford, UK: John Wiley & Sons, 2015. 1-4. Web.
Schroeder, Jonathan E. "Brand Culture." The Blackwell Encyclopedia of Sociology, 2nd Edition. Ed. George Ritzer. Oxford, UK: John Wiley & Sons, 2015. 1-3. Web.
Schroeder, Jonathan E. "Semiotics." Wiley Encyclopedia of Management 3rd ed. Ed. Cary Cooper. New York, NY: Wiley and Sons, 2014. 512-513. Web.
Schroeder, Jonathan E. "Brands and Branding." Wiley-Blackwell Concise Encyclopedia of Consumption and Consumer Studies. Ed. Dan Cook and Michael J. Ryan. New York, NY: Wiley and Sons, 2014. 76-78. Web.
Schroeder, Jonathan. "Brand Culture." Blackwell Encyclopedia of Sociology. Ed. George Ritzer. London, UK: Blackwell, 2013. 1-5. Web.
Zwick, Detlev and Jonathan Schroeder. "Stock Trading in the Digital Age: Speed, Agency, and the Entrepreneurial Consumer." Routledge Companion to Digital Consumption. Ed. Russell Belk and Rosa Llamas. New York, NY: Routledge, 2013. 208-222. Print.
Schroeder, Jonathan and Jane Davison. "An Introduction to Obtaining Copyright Permissions." Inspire: Researcher Development Initiative. London, UK: Economic and Social Research Council, 2013. 1-10. Web.
Campbell, Norah and Jonathan Schroeder. "Introduction to Visual Culture." Inspire: Researcher Development Initiative. London, UK: Economic and Social Research Council, 2013. 1-17. Web.
Schroeder, Jonathan E. and Janet L. Borgerson. "Packaging Paradise: Organizing Representations of Hawaii." Against the Grain: Advances in Postcolonial Organization Studies. Ed. A. Prasad. Copenhagen, Denmark: Copenhagen Business School Press, 2012. 32-53. Print.
Schroeder, Jonathan E. "Style and Strategy: Snapshot Aesthetics in Brand Culture." Imagining Organisations: Performative Imagery in Business and Beyond. Ed. C. McLean, et al. London, UK: Routledge, 2012. 129-151. Print.
Schroeder, Jonathan. "Brand Culture." Concise Encyclopedia of Sociology. Ed. George Ritzer. Thousand Oaks, CA: Sage, 2011. 41-42. Print.
Campbell, Norah and Jonathan Schroeder. "Visual Culture." Encyclopedia of Consumer Culture. Ed. Dale Southerton. Thousand Oaks, CA: Sage, 2011. 100-121. Web.
Schroeder, Jonathan. "Value Creation and the Visual Consumer." Beyond the Consumption Bubble. Ed. Karin Ekstom and Kay Glans. London: Routledge, 2011. 137-148. Print.
Full Length Book
Borgerson, Janet and Jonathan Schroeder. Designed for Dancing: How Midcentury Records Taught America to Dance. Cambridge, MA: MIT Press, 2021. Print.
Schroeder, Jonathan, Anna Westerthal Stenport, and Ezster Szalczer, eds. August Strindberg and Visual Culture: The Emergence of Optical Modernity in Image, Text and Theatre. New York, NY: Bloomsbury, 2019. Print.
Borgerson, Janet and Jonathan Schroeder. Designed for Hi-Fi Living: The Vinyl LP in Midcentury America. Cambridge, MA: MIT Press, 2017. Print.
Schroeder, Jonathan E. Brands: Interdisciplinary Perspectives. New York, NY: Routledge, 2014. Print.
Bell, Emma, Samantha Warren, and Jonathan Schroeder. The Routledge Companion to Visual Organization. Oxford, UK: Routledge, 2014. Print.
Wu, Zhiyan, Janet Borgerson, and Jonathan Schroeder. From Chinese Brand Culture to Global Brands: Insights from Aesthetics, Fashion, and History. New York, NY: Palgrave Macmillan, 2013. Print.
Schroeder, Jonathan E., ed. Conversations on Consumption. London, UK: Routledge, 2013. Print.
Invited Article/Publication
Borgerson, Janet and Jonathan Schroeder. "Midcentury Dance Records and Representations of Identity." Independent Social Research Foundation Bulletin. (2021). Print.
Schroeder, Jonathan and Janet Borgerson. "How Stereo was First Sold to a Skeptical Public." The Conversation. (2018). Web.
Keinan, Anat, et al. "Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand." Harvard Business School Case Study. (2017). Print.
Borgerson, Janet L. and Jonathan E. Schroeder. "Visions of Hi-Fi Life in Midcentury Media: The LP as Pedagogical Object,." Media@LSE Working Paper Series. (2017). Web.
Borgerson, Janet and Jonathan Schroeder. "Vintage Vinyl Can Tell Us About Cold War Tensions and Cultural Diplomacy." USApp — American Politics and Policy Blog. (2017). Web.
Published Conference Proceedings
Yang, Shuhan, Jonathan Schroeder, and Duygu Akdevelioglu. "Aesthetics of Food: The Role of Visual Framing Strategies for Influence Building on Instagram." Proceedings of the Association for Consumer Research. Ed. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau. Paris, France: Association for Consumer Research, 2020. Print.
Wu, Zhiyan, Janet Borgerson, and Jonathan Schrroeder. "Global Cultural Branding through the Investment of Historical Culture: A Case Study of the Beijing Olympics Opening Ceremony." Proceedings of the Conference on Positioning Cities: Innovative and Sustainable Strategies for City Development and Transformation Forum for Asian Studies. Ed. Forum for Asian Studies. Beijing, China: n.p., 2014. Print.
Schroeder, Jonathan, Janet Borgerson, and Zhiyan Wu. "Brand Culture: Concepts and Case Studies." Proceedings of the International Conference on Creative Industries and Cultural Economics. Ed. Tain-Dow Lee. Taipei, Taiwan: Graduate Institute of Creative Industries, Shih Chien University, 2014. Print.
Wu, Zhiyan, Janet Borgerson, and Jonathan Schroeder. "The Brand Culture of Shanghai Tang: An Aspiring Global Brand." Proceedings of the International Conference on Anthropological Perspectives and Local Approaches: Indigenous Applications in Management and Marketing. Ed. Tian Guang. Shanghai, China: Shantou University, 2013. Print.
Zhao, Xin, et al. "Chinese Consumer Culture and Brand Culture." Proceedings of the Asia Pacific Advances in Consumer Research, Beijing, June 2011. Ed. Zhihong Yi, Jing Jian Xiao, June Cotte, and Linda Price. Duluth, MN: Association for Consumer Research, Print.
Wu, Zhiyan, Janet Borgerson, and Jonathan Schroeder. "A Cultural Approach to Chinese Brand Development." Proceedings of the Asia Pacific Association for Consumer Research, Beijing, June 2011. Ed. Zhihong Yi, et al. Duluth, MN: Association for Consumer Research, 2011. Print.
Schroeder, Jonathan. "Global Brand Culture." Proceedings of the European Advances in Consumer Research, 2011. Ed. Pauline Maclaran, Chris Hackley, and Alan Bradshaw. Duluth, MN: Association for Consumer Research, 2011. Print.
Pongsakornrungsilp, Siwarit, T. Pusaksrikit, and Jonathan Schroeder. "Co-creation through Fear, Faith and Desire." Proceedings of the European Advances in Consumer Research, 2011. Ed. Pauline Maclaran, Chris Hackley and Alan Bradshaw. Duluth, MN: Association for Consumer Research, Web.
Wu, Zhiyan, Janet Borgerson, and Jonathan Schroeder. "Imagined Brands in Global Brand Culture: China and the Beijing Olympic Opening Ceremony." Proceedings of the European Advances in Consumer Research, 2011. Ed. Pauline Maclaran, Chris Hackley, and Alan Bradshaw. Duluth, MN: Association for Consumer Research, 2011. Web.
Shows/Exhibits/Installations
Borgerson, Janet and Jonathan Schroeder. Designed for Hi-Fi Living. 1 Apr. 2019. McKenzie Commons RIT, Rochester. Exhibit.
Invited Paper
Karababa, Eminigül and Jonathan Schroeder. "Non-Western Markets and Consumer Cultures: Special Issue." Journal of Historical Research in Marketing. (2019). Print.
Journal Editor
Schroeder, Kedzior, Richard, Douglas E. Allen, and Jonathan E, ed. European Journal of Marketing - Special Issue. Bingley, UK: Emerald, 2016. Print.
Schroeder, Jonathan E, ed. Consumption Markets & Culture - Special Issue: Communicating Identity/Consuming Difference. Oxford: Routledge, 2015. Print.
Martin, Kelly Norris and Jonathan E Schroeder, ed. Visual Communication Quarterly - Special Issue on When Images Cause Trouble. New York: Routledge, 2014. Print.
Sullivan, Katie, Jonathan Gosling, and Jonathan Schroeder, ed. Scandinavian Journal of Management - Special issue on Being Branded. Amsterdam: Elsevier, 2013. Print.
Published Article
Puntoni, Stephano, Jonathan E. Schroeder, and Mark Ritson. “Meaning Matters: Polysemy in Advertising.” Journal of Advertising, 39.2 (2010): 51-64. Print. «
Buchanan-Oliver, Margo, Angela Cruz, and Jonathan E. Schroeder. “Shaping the Body andTechnology: Discursive Implications for the Strategic Communication of Technological Brands.” European Journal of Marketing, 44.5 (2010): 635-652. Print. «
Rice, Diana R., Jonathan E. Schroeder, et al. “What Did YouJust Call Me? European and American Ratingsof the Valence of Ethnophaulisms (Ethnic Labels).” Journal of Language and Social Psychology, 29.1 (2010): 117-131. Print. «
Patterson, Maurice, and Jonathan E. Schroeder. “Borderlines: Skins, Tattoos, and Consumer Culture Theory.” Marketing Theory, 10.3 (2010): 253-267. Print. «
Schroeder, Jonathan E., and I. Fillis. “Aesthetic Leadership.” Political and Civic Leadership: A Reference Handbook, (2010): 1063-1070. Print. *
Schroeder, Jonathan E. “The Artist in Brand Culture.” Marketing the Arts: A Fresh Approach. eds. Daragh O’Reilly and Finola Kerrigan, London: Routledge, (2010): 18-30. Print.
Schroeder, Jonathan E. “Value Creation and the Visual Consumer.” Beyond the Consumption Bubble, (2010): n.p. Print. É 
Zhiyan, Wu, Janet Borgerson, and Jonathan Schroeder. “Fashion Systems and Historical Culture in the Development of Chinese Global Branding.” Advances in Consumer Research, (2010): 199-201. Print.

Currently Teaching

COMM-489
1 - 4 Credits
An in-depth examination of a selected aspect of the communication discipline (e.g. strategic communication, technical communication, visual communication, computer mediated communication, advertising, public relations, journalism). Topics in Communication can be taken multiple times provided the topic being studied has changed.
COMM-710
3 Credits
This course explores visual communication, the process through which individuals -- in relationships, organizations, and societies -- create and interpret visual messages. A variety of theories from the disciplines of art history, psychology, communication theory, and graphic design will be discussed to develop methods for analyzing mediated messages. Students analyze visual messages from the following media: print photography, video, film, and the internet.
COMM-714
3 Credits
This course will introduce students to the theory and practice of strategic communication in advertising, public relations, health communication, crisis/risk communication, and/or political communication. This course will cover problem identification, audience research, message creation, and execution of strategic communication activities. It will also cover ethics and strategic communication through digital media. By the end of the course, students should be able to analyze and execute various components to help solve problems or achieve an organization’s goals and objectives.