Chris Barnham awarded MRS Silver Medal

In the paper, ‘Qualitative Semiotics: can we research consumer meaning-making?', MRS fellow Barnham argues that brand meanings are not created by brands themselves but by consumers. 

The paper also proposes combining semiotic theory and qualitative research practice. Barnham argues that this allows researchers to find out how individual consumers make their own meanings and how they construct the propositional hierarchies of brands.

It is the second time Barnham has won the award.

The judges said: “Chris has written an authoritative and important paper that provides a theoretical basis for future qualitative practice.”