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Science, Restraint, and J. Edgar Hoover: Building and Maintaining the FBI Brand, 1933 to 1972
Unformatted Document Text:  Cecil,  Tiernan,  Koroglu  —  Science,  Restraint,  and  J.  Edgar  Hoover    —   6   equate brand equity with social capital. According to Pierre Bourdieu, social capital is, “the aggregate of the actual or potential resources which are linked to possession of a durable network of more or less institutionalized relationships of mutual acquaintance or recognition.” xi Like economic capital, social capital provides an organization with a resource that can be traded and converted into other forms of capital in order to enhance the organization’s position. xii Ultimately, that social capital exists within individual members of the community who share the organization’s preferred meanings about itself and are willing to act on its behalf when called upon. The capital conversion process may result in individuals’ actions in support or defense of the organization. It may take the form of an expectation of direct reciprocity. Or it may bind the organization together with those individuals who see their own fate as linked to the organization’s well-being. xiii The group of individuals organized through their affiliation with a brand may be conceptualized as an interpretive community. An interpretive community results from individuals’ consuming texts, writ-large as any cultural product. xiv The concept has been refined and redefined as a community of meaning where non-geographic members share historical and contemporary views about an organization, along with the assumption of a future that is linked. xv The power to organize communities of meaning and thus accrue social capital for an organization exists both in the physical symbol or iconic image of an organization xvi and in the advertising and public relations messages generated by the organization. xvii Many studies of branding history have focused primarily on normative models of the practice. The term branding is literally a functional term describing, for example, how

Authors: Cecil, Matthew., Tiernan, Jennifer. and Koroglu, Didem.
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Cecil,  Tiernan,  Koroglu  —  Science,  Restraint,  and  J.  Edgar  Hoover    —   6  
equate brand equity with social capital. According to Pierre Bourdieu, social capital is, 
“the aggregate of the actual or potential resources which are linked to possession of a 
durable network of more or less institutionalized relationships of mutual acquaintance or 
recognition.”
xi
 Like economic capital, social capital provides an organization with a 
resource that can be traded and converted into other forms of capital in order to enhance 
the organization’s position.
xii
 Ultimately, that social capital exists within individual 
members of the community who share the organization’s preferred meanings about itself 
and are willing to act on its behalf when called upon. The capital conversion process may 
result in individuals’ actions in support or defense of the organization. It may take the 
form of an expectation of direct reciprocity. Or it may bind the organization together 
with those individuals who see their own fate as linked to the organization’s well-being.
xiii
 
The group of individuals organized through their affiliation with a brand may be 
conceptualized as an interpretive community. An interpretive community results from 
individuals’ consuming texts, writ-large as any cultural product.
xiv
 The concept has been 
refined and redefined as a community of meaning where non-geographic members share 
historical and contemporary views about an organization, along with the assumption of a 
future that is linked.
xv
 The power to organize communities of meaning and thus accrue 
social capital for an organization exists both in the physical symbol or iconic image of an 
organization
xvi
 and in the advertising and public relations messages generated by the 
organization.
xvii
 
Many studies of branding history have focused primarily on normative models of 
the practice. The term branding is literally a functional term describing, for example, how 


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