The advent of globalization has generated an entangled field of cross-cultures enabling the establishment of universal values in local media. This context and mass culture have promoted brands to become complex and global cultural symbols. Our aim is to understand how a transnational brand can establish itself in a local culture reproducing a global one. Inspired by Michel Foucault's archaeological project, we constructed a photographic corpus of the daily practices of a global brand. This was done by ordering, defining and describing within the discursive field, guided by brand marketing practices. The analysis revealed the discursive formations between global and local cultures and unveiled existing links in this network. Our results can be used to reflect on both the importance assumed by brands in culture and the form assumed by contemporary Western societies.
Global brand; Local culture; Discourse; Archeology
