Breaking Marketing Insights (BMI)
Ep. 3 - How Online Counter-Culture is Marketed and Spread
22 Jan 2025
In this third episode, Dr. Mikael Andéhn from Royal Holloway-University of London talks about his research on online counter-culture. Mikael discusses how these groups use technology to create emotional responses and social cohesion, often resisting mainstream narratives. Mikael also explores the role of technology in spreading these ideologies and the challenges of maintaining meaningful social interactions online. He outlines future research directions, including the study of victimhood narratives and the marketing of radical ideologies.
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