Materiality and Brand Discursivity: Study case on commodities and discursive practices in the Swedish market.

Abstract: This thesis analyzes the link between materiality and brand discursiveness. This study examines how material culture contributes to brand narratives' meaning and symbolic construction. For this purpose, the creation of commodities with metal obtained from molten guns is analyzed through a discursive analysis and anthropological theory. This research describes how the brands analyzed deploy discursive practices to endow products with symbolism and meaning. In doing so, the commodities and material objects are represented from a communicative function. They account for notions of place, agency, memory, and emotions, elements that contribute to the confirmation of a value regime grounded on ideas of morality and sustainability.