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In this chapter, the approach of radical interactionism is juxtaposed against symbolic interactionism, its older conservative turned rival cousin, to highlight primarily the major differences between them. The five key differences identified are as follows: (1) the major progenitors for symbolic interactionism are Mead and Blumer, while those for radical interactionism are Park and, by default, myself; (2) although radical interactionism presumes that domination and power are always of great importance for understanding human group life, symbolic interactionism assumes that they now have only limited importance for understanding it; (3) radical interactionism makes it mandatory for researchers to examine the role of dominance and power during social interaction, whereas symbolic interactionism makes it only discretionary; (4) while radical interactionism stresses the impact of individuals’ and groups’ unstated assumptions on their interaction with one another, symbolic interactionism de-emphasizes their impact on it; and finally (5) radical interactionism discourages, while symbolic interactionism encourages researchers falling into the trap of linguistic phenomenalism. Thus, unlike radical interactionism, symbolic interactionism facilitates sociologists not only falling prey to linguistic phenomenalism, but also conservative and idealistic biases, while allegedly conducting “value-free research.”

The purpose of this conceptual chapter is to analyze the current state of the astructural bias in symbolic interactionism as it relates to three inter-related processes over time: (1) the formalization of critiques of symbolic interactionism as ahistorical, astructural, and acritical perspectives; (2) an ahistorical understanding of early expressions of the disjuncture between symbolic interactionism and more widely accepted forms of sociological theorizing; and (3) persistent and widespread inattentiveness to past and present evidence-based arguments that address the argument regarding symbolic interactionism as an astructural, ahistorical, and acritical sociological perspective. The argument frames the historical development of the astructural bias concept in an historically and socially conditioned way, from its emergence through its rejection and ultimately including conclusions about contemporary state of the astructural bias as evidenced in the symbolic interactionist literatures of the last couple of decades. The analysis and argument concludes that the contemporary result of these intertwined historical and social conditioning processes is that the astructural bias myth has been made real in practice, and that the reification of the myth of an astructural bias has had the ruinous effect of virtually eradicating a vital tradition in the interactionist perspective which extends back to the earliest formulations of the perspective. As a result, a handful of suggestions that serve to aid in reclaiming the unorthodox structuralism of symbolic interactionism and the related interactionist study of social organization are provided in the conclusion.

The place of G. H. Mead’s works in symbolic interactionism is both central and paradoxical. It stands at the very foundation of Hebert Blumer’s initial invention of symbolic interactionism with respect to Mead’s social behaviorism and has been discussed and debated ever since because of the problems caused by such a presumed direct filiation. Returning to Mead in order to broaden the perspective offered by Blumer is a must and has to face some fundamental issues raised in this context. This article starts by examining the ontogenetic and phylogenetic processes involved in Mead’s concept of society, in order to show the multiple dimensions involved in significant symbols. An illustration of Mead’s wider perspective is given in reference to the feminist movement as analyzed first by Mead’s student, Jessie Taft, and goes back to the origin of the movement with Mary Wollstonecraft. This leads to the analysis of the debate about the place of power in symbolic interactionism, initiated by Peter M. Hall, and addresses the alternative between domination and emancipation. This alternative has been worked out by Lonnie Athen’s radical symbolic interactionism analysis of domination on the one side, and by Kathy Charmaz and Norman K. Denzin on the other side of emancipatory symbolic interactionist practices. Another solution is proposed to this alternative, with the analysis of power being intrinsically constituted by domination and emancipation, in their respective contribution to the understanding of the symbolic dispositions of autonomy – a concept that remains relatively undeveloped in Mead’s works.

This paper aims to examine to what extent congruity between ethical attributes (i.e. product attributes with positive implications for the environment, human rights, social issues and animal welfare) and brand concept (i.e. the unique meaning associated with a brand in consumers’ minds) influences consumers’ evaluations of brands offering ethical attributes.

Four studies involving North American consumers empirically tested the moderation effect of brand concept on consumer evaluations of ethical attributes and the mediating role of perceived congruity.

This research finds an interactive effect of ethical attribute type and brand concept on brand evaluations, such that congruent ethical attribute–brand concept pairings (i.e. a utilitarian [symbolic] ethical attribute offered by a brand with a utilitarian [symbolic] brand concept) result in more favorable brand evaluations (Studies 1, 2, 3 and 4). Consumers’ perceptions of congruity between ethical attributes and brand concepts mediate this interactive effect (Studies 2 and 3). Moreover, a positive congruity effect of ethical attributes and brand concepts emerges at higher levels of conspicuous brand consumption (Study 4).

It is important to acknowledge that the current research did not specifically consider the case of utilitarian and symbolic ethical attribute offerings by luxury brands. This is a question that is left to future investigations.

For marketing managers, findings indicate that brands gain from ethical attribute introductions only when these attributes are congruent with the brand concept. In addition, brands benefit to a greater extent from offering congruent ethical attributes when brand consumption is conspicuous.

The findings of this research contribute to the literature on the effect of ethical attributes on consumers’ responses to brands and highlight the importance of brands’ choice of ethical attributes.

My project is to develop a phenomenological, constructionist, symbolic interactionist theory of the narrative productions of meaning in the public realm. Situated within our globalized, technologically mediated world characterized by extraordinary social, political, economic, and moral fragmentation, my basic question is quite practical: How can public communication be understandable and persuasive to audiences whose experiences, world views, and moral sensibilities are so different? Here I explore how the more-or-less widely shared systems of meaning in symbolic codes and emotion codes are incorporated into narratives that circulate in the public sphere. I conclude with arguing that more attention by symbolic interactionists to these productions of meaning would be good for the study of culture and good for symbolic interactionism.