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Purpose – With an acknowledgement to Benedict Anderson's seminal writings on “imagined communities,” this paper examines several meanings and uses of the concept of imagination: theoretical, methodological, and substantive.

Methodology/approach – Application of these meanings are illustrated from eight qualitative researches, combining direct observations, interviews, participant observation, and document analysis.

Findings – Data are drawn from diverse settings, such as undocumented migrant communities, terrorism, Native American communities, collaborative divorce, nationalism, mass killers, players of video games, and genocide, to illustrate the potential uses and meanings of imagination.

Originality – These diverse researches illustrate the potential empirical and research contributions of these ideas.

The purpose of this paper is to investigate how visual aesthetic referents used in branding can help foster a transnational imagined community (TIC). The authors use brands embedded with Middle Eastern visual aesthetics as a research context. As such, the study aims to examine how Middle Eastern non-figurative art is used by non-Middle Eastern brands to foster an imagined Middle Easternness.

Through a critical visual analysis, the authors apply a visual social semiotic approach to Middle Eastern art canons to better understand the dimensions of transnational imagined communities.

The study finds and discusses six sub-dimensions of Middle Easternness, which compose two overarching dimensions of TIC, namely, temporal and spatial. These sub-dimensions provide brand managers and designers with six different ways to foster transnational imagined communities through the use of visual aesthetic referents in branding.

This research identifies the specific visual sub-dimensions of brands that enable transnational communities to be imagined.

Understanding the visual aesthetic sub-dimensions in this study provides brand managers with practical tools that can help develop referents that foster transnational imagined communities in brand building to achieve competitive advantage and reach a transnational segment.

Prior studies have primarily focussed on how visual aesthetics help in understanding issues related to national identity. In contrast, this paper examines the use of visual aesthetics in branding from a transnational perspective.

The purpose of this study is to investigate the gendered ideas and ideals attached to an imagined ideal Entrepreneur in a post-industrial rural community in Sweden. While research has not yet clearly explained how the ideal entrepreneur is constructed, the result, i.e. the gendered representations of entrepreneurs, is well-researched. Previous results indicate a prevalent portrayal of entrepreneurship as a predominantly masculine construct characterised by qualities such as self-made success, confidence and assertiveness.

Ethnographic fieldwork was conducted in a community that is attempting to re-brand itself through garden tourism. Through inductive reasoning, this study analyses the gendered ideas and ideals regarding the community’s imagined ideal Entrepreneur who is to help the community solve its problems.

This study finds that the community forges the Entrepreneur into an imagined masculine ideal as holy, a saviour and a god and is replacing its historical masculine ironmaster with a masculine Entrepreneur. This study develops forging as a metaphor for the construction of the masculine ideal Entrepreneur, giving the community, rather than the entrepreneur himself, a voice as constructors. From social constructionism, this study emphasises how gendered ideas and ideals are shaped not only by the individual realities but more so in the reciprocal process by the realities of others.

The metaphor of forging adds an innovative theoretical dimension to the feminist constructionist approach and suggests focusing on how the “maleness” of entrepreneurship is produced and reproduced in the local. Previously, light has been shed on how male entrepreneurs perform their identities collectively; the focus of this study is on the social construction of this envisioned Entrepreneur within a rural community. The development of forging thus contributes as a way of analysing entrepreneurship in place. The choice of an ethnographic study allowed the authors to be a part of the real-life world of community members, providing rich data to explore entrepreneurship and gender.

While going through a revival in sociology and business studies, the concept of communities, as used in those disciplines, appears to confront, in an unresolved tension, the development of differentiated and transnationally interconnected modern societies. We argue that there is a need not only to “rediscover” but in fact also to “renew” the notion of community. Building on insights from classical sociology, we propose a definition of transnational communities as social groups emerging from mutual interaction across national boundaries, oriented around a common project or “imagined” identity. Transnational communities are not static structures but fluid and dynamic processes. They are constructed through symbolic or “imagined” proximity rather than through physical propinquity. More often than not, they are “communities of limited liability” rather than the expression of permanent ascriptive markers. Finally, transnational communities go well beyond the provision of local protection and solidarities as they engage in different kinds of transnational activism. This chapter compares bottom-up and top-down patterns of transnational community development, exploring in both cases the role of those communities in the dynamics of transnational governance. We propose that transnational communities impact cross-border governance in at least six different ways. They contribute to the framing of a governance problem space. They allow the mobilization of collective action while also serving as public arenas. They foster preference transformation. They directly participate in rule-setting while also playing a key role when it comes to monitoring and control. In conclusion, we identify key directions for further research.

Increasingly, reports of consumers are witnessed expressing their concerns regarding corporate practices through behaviours of boycotting, buycotting and voice. The theory of consumer votes suggests that such consumers may view their purchases as “votes” in the marketplace. The purpose of this paper is to explore consumer voting within competing theories of community.

The study adopts an exploratory approach through semi‐structured in‐depth interviews with a purposive sample of ten ethical consumers.

Findings reveal that consumers adopted a voting metaphor in their approaches to ethical consumption. While choices were mainly individual in nature they were characterised as part of a wider, largely imagined community of like‐minded consumers.

This research is limited to a single country and location and focused on a specific consumer group. Expansion of the research to a wider group would be valuable.

Findings reveal consumers active in registering their discontent towards companies considered to be unethical, while rewarding those considered ethical. This has important implications for marketers interested in appealing to this group. Findings also reveal consumers taking responsibility through marketplace actions for ethical/political issues. This view of consumer votes as being more effective than political votes is pertinent, given reports of a decline in engagement with traditional political participation.

Limited empirical attention has been given to consumption as voting explored within the context of community. However, with reports of a rise in consumer ethical concerns and reports of a search for community in society this suggests that further exploration of this area is worthwhile.

The purpose of this paper is to critically reflect upon the place of rugby union in contemporary Wales where the game is used as an important tool to promote images of the nation. Using Benedict Anderson's conceptualisation of the nation as an “imagined community” the paper aims to locate and analyse the game within and around discourses of Cool Cymru, a term coined in the late twentieth century to promote images of a new vibrant Wales as popularised through its leading music bands.

A critical sociological approach analyses and problematises notions of Welshness as it relates to the national sport of rugby.

The nation is often (re)presented and conceptualised as a monolithic whole where rugby's assumed centrality is rarely questioned. This essay focuses upon the areas of language, geography and gender to demonstrate the situated limits of these (re)presentations. Rugby union and Cool Cymru are also located alongside devolution and are examined further with specific reference to the postmodern sporting celebrity.

This work highlights an increasing primacy afforded to the capital city of Cardiff within a re‐imagining of the nation and the national game.

Academic BIPOC librarians oftentime struggle to envision themselves and navigate in White-dominant spaces due to deficit thinking. To better understand how DEIA efforts can bolster structural change in academic libraries, the two BIPOC authors opted to lean on an asset-based exercise–imagining a positive work environment made possible through a library staffed entirely by BIPOC individuals.

Through collaborative autoethnography, the two authors interviewed one another and centered their unstructured conversations around one question: “What does an academic library composed entirely of a BIPOC workforce look like?” Three emergent themes were agreed upon and finalized by the two authors.

The authors' imagined library is able to foster a supportive community and also function efficiently thanks to its shared purpose grounded in DEIA. Despite relying on an asset-based framework, the authors found themselves having to reckon with trials and tribulations currently faced by BIPOC librarians. Effectively envisioning the “ideal” library environment is not possible without also engaging with librarianship's legacy of racial injustices.

Recognizing that confronting systems of oppression naturally invokes trauma, this paper encourages librarians to challenge deficit thinking and instead rely on asset-based models to candidly imagine an anti-racist academic library. The authors acknowledge that BIPOC voices and experiences add tremendous value to the library workplace. At the heart of this paper is the belief that reparations for past racial injustices should not only fix past wrongdoings, but also contribute to positive workplace cultures.

This chapter explores how identity formation in Appalachia is impacted by globalized processes. Residents of the region are often understood as inhabiting space belated which ignores the ways that global processes of extraction, exploitation, colonialism, and national politics come to impact the region and its inhabitants. Rooted in narratives of time, death, and belonging, personal identity formation in Appalachia is as rich and complex, while often unseen, as the region is itself. By understanding the way selective hegemonies and colonial narratives have impacted the region, we can begin to explore how these same concepts have begun to impact personal development.

Communities of work are a phenomenon closely associated with government social and industrial policy, and can be tracked in contemporary examples globally alongside industrial development. The purpose of this paper is to explore community identity within a town which was previously single industry, but has since experienced workforce reduction and to a large degree, industry withdrawal.

Using an inductive approach, the researchers interviewed 32 participants who had resided (past or present) within the instrumental case study town. A thematic analytical framework, drawing on the work of Boje (2007) was employed.

A significant theme to emerge from the participants was the public assertion of social cohesion and belonging. However, what was interesting, was that beneath this unified exterior, lay accounts of multiple forms of demarcation. Drawing on Benedict Anderson’s (1983) notion of the imagined community, and Bauman’s (2001) identity in globalisation, this contradiction is conceptualised as boundary-making moments of identification and disidentification.

This research is specific to the New Zealand context, although holds many points of interest for the wider international audience. The research provides a broad example of the layering of the collective and individual levels of identity.

This research provides a voice to the wider individual, community and societal implications of managerial practices entwined with political decisions. This research encourages managers and educators in our business schools to seek to understand the relationship between the political, corporate, community and individual realms.

This research makes a significant contribution to understandings of the interconnectedness of social policy, industry, and the lived experiences of individuals. Moreover, it contributes to the broader single industry town literature, which previously has focussed on stories of decline from a North American context.

This qualitative study explores how discursive power shapes South Carolina lesbian, gay, bisexual, transgender, queer, intersex and asexual (LGBTQIA+) communities' health information practices and how participants resist this power.

In total, 28 LGBTQIA+ community leaders from South Carolina engaged in semi-structured interviews and information world mapping–a participatory arts-based elicitation technique–to capture the context underlying how they and their communities create, seek, use and share health information. We focus on the information world maps for this paper, employing situational analysis–a discourse analytic method for visual data–to analyze them.

Six themes emerged describing how discursive power operates both within and outside of LGBTQIA+ communities: (1) producing absence, (2) providing unwanted information, (3) commoditizing LGBTQIA+ communities, (4) condensing LGBTQIA+ people into monoliths; (5) establishing the community's normative role in information practices; (6) applying assimilationist and metronormative discourses to information sources. This power negates people's information practices with less dominant LGBTQIA+ identities and marginalized intersectional identities across locations such as race and class. Participants resisted discursive power within their maps via the following tactics: (1) (re)appropriating discourses and (2) imagining new information worlds.

This study captures the perspectives of an understudied population–LGBTQIA+ persons from the American South–about a critical topic–their health–and frames these perspectives and topics within an informational context. Our use of information world mapping and situational analysis offers a unique and still underutilized set of qualitative methods within information science research.