Identity Politics (IDPO)


Name:Jacob Östberg
Title :

Phone:+46 8 164649

Jacob Östberg is Professor of Advertising & PR at Stockholm Business School and head of the Marketing section. He earned his PhD at Lund University in 2003 with a thesis that was subsequently awarded the Academia Gastronomica Scaniensis research price. Since then he has taught at the Business Schools at Lund and Stockholm University, and as a visiting scholar at Bìlkent University in Ankara, Turkey. After Östberg earned his docentship in Business Studies he chose to broaden his scope by taking a position at The Centre for Fashion Studies at the Faculty of the Humanities, Stockholm University. After he earned a docentship in Fashion Studies he realized that he could no longer escape his fate and return to Marketing proper.

Professor Östberg teaches at both the undergraduate and the graduate level and supervises doctoral students in marketing.

Östberg studies various aspects of the symbolic dimensions of consumption. For example, he is interested in how individuals in our consumer society create meaning and value through consumption and how brands are filled with meaning in the intersection of popular culture, marketing and consumers’ lived lives. Östberg’s publications have appeared in Advances in Consumer Research, Consumption, Markets and Culture, Journal of Global Fashion Marketing, Journal of Marketing Management, Research in Consumer Behavior, and Marketing Theory as well as in numerous international and Swedish book chapters. He has also written the books Marknadsföring, människor och interaction (Marketing, Humans and Interaction), where he and Peter Svensson critically examine the basic marketing management concepts; Konsumtion – begreppbart (Consumption), where he and the ethnologist Lars Kaijser introduces the field of consumer culture; and Märken och människor – om marknadssymboler som kulturella resurser (Of brands and Men – marketing symbols as cultural resources), where he and Anders Bengtsson discusses the role that brands play for contemporary consumers. To catch the visual aspects of consumer culture Östberg has worked with videographies and presented award winning films at The ACR Film Festival and in Consumption, Markets and Culture.

Selected publications:

Östberg, Jacob (2013), ”Vägen till helvetet är kantad av goda intentioner: en kritisk granskning av marknadsföringen”, in Företagsekonomin och samhället, Hans Hasselbladh and Mikael Holmqvist (eds.), Lund: Studentlitteratur, 271-294.

Hartmann, Benjamin J. and Jacob Ostberg (2013), “Authenticating by Re-Enchantment: The Discursive Making of Craft Production,” Journal of Marketing Management. Vol. 29, No. 7-8, 882-911.

Svensson, Peter and Jacob Östberg (2013), Marknadsföring, människor och interaktioner, Lund: Studentlitteratur.

Lee, Yoon-Jung and Jacob Ostberg (2013), “A Case Study of the Swedish Fashion Industry from the Systems Perspective of Creativity,” Journal of Global Fashion Marketing, Vol. 4, No. 2, 128-143.

Ostberg, Jacob (2012), “Masculine Self Presentation”, in Identity and Consumption, Russell Belk and Ayalla A. Ruvio (eds.), London: Routledge, 129-136.

Ostberg, Jacob (2012), “The Challenge of the ‘New Masculinity’: Conservative Reactions to a New Consumption Ethos”, in Nordic Fashion Studies, Peter McNeil and Louise Wallenberg (eds.), Stockholm: Axl Books, 37-56.

Ostberg, Jacob (2012), “Masculinity and Fashion”, in Gender, Culture, and Consumer Behavior, Cele Otnes and Linda Tuncay Zayer (eds.), London & New York: Routledge, 253-281.

Ostberg, Jacob (2011), “Style”, in The Encyclopedia for Consumer Culture, Dale Southerton (ed.), Thousand Oaks, CA: Sage.

Stevens, Lorna and Jacob Ostberg (2011), “Gendered bodies: Representations of femininity and masculinity in advertising practices”, in Cultural Marketing Management, Lisa Penaloza, Nil Toulouse and Luca Visconti (eds.), London: Routledge, 392-407.

Ostberg, Jacob (2011), “The Mythological Aspects of Country-of-Origin: The Case of the Swedishness of Swedish Fashion”, Journal of Global Fashion Marketing, Vol. 2, No. 4, 223-234.

Bengtsson, Anders and Jacob Östberg (2011), Märken och människor: om marknadssymboler som kulturella resurser , 2nd revised edition (book in Swedish, English title: Of Brands and Men: Symbols of the Market as Cultural Resources), Lund: Studentlitteratur (1st edition published 2006).

Lindblad, Emma and Jacob Ostberg (2011), “The Cultural Role of Stigmatized Youth Groups: The Case of the Partille Johnnys of Sweden”, in Research in Consumer Behavior, Vol. 13, 127-143.

Ulver-Sneistrup, Sofia and Jacob Ostberg (2011), “The Noveaux Pauvres of Liquid Modernity”, in Research in Consumer Behavior, Vol. 13, 217-232.

Östberg, Jacob and Lars Kaijser (2010), Konsumtion, (book in Swedish in the Liber series BeGreppBart, English title: Consumption) Malmö: Liber.

Please Note !

There will be no new admissions to this course.

Course title:
Identity Politics
Semester: Autumn term 2014
Study period: 3 4
Rate of studies: 50%
Level: Graduate level (second cycle)
Credits: 7.5
Language of instruction: English


Course coordinator:
Helena Flinck
Head of course:
Jacob Östberg