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AbstractThrough the examination of four commercials advertising products by transnational corporations broadcast to Canadian audiences during coverage of the 2010 Winter Olympics in Vancouver, this article explores how certain images, particularly those related to hockey, appeal to emotion through the conduit of national identity. Drawing out recurring symbols and themes, I demonstrate that it is not one's love of hockey in itself, or the excitement one feels watching hockey to which these commercials appeal. Rather, hockey serves in these commercials as a national 'totem', an empty signifier like a flag whose primary meaning lies in its status as emblem of the group, recognised in common by members of the group as encapsulating and organising the otherwise heterogeneous assortment of myths, symbols, and values that constitute group identity. What these commercials do, intentionally or not, is re‐enact a ritual of almost religious function in which the national group reaffirms its agreement to be a group by unanimously experiencing the same emotion over the same object. The success of the advertisement rests in the ability of the advertiser to incorporate the product as a participant in the ritual; as a vital ingredient to the successful completion of the ritual, if not as an honorary non‐human member of the group itself.

We propose a complex systems approach to the study of political belief systems, to overcome some of the fragmentation in the current scholarship on ideology. We review relevant work in psychology, sociology, and political science and identify major cleavages in the literature: the spatial vs. non-spatial divide (ideologies as reducible to a spatially organized set of dimensions vs. as complex conceptual structures) and the person-group problem (ideologies as driven by psychological needs of individuals vs. by institutional and power structures of society). We argue that construing ideologies as conceptual networks of cognitive-affective representations embedded in social networks of people may provide a path for bridging these existing gaps and epistemological disputes. Tools from cognitive science and computational social science such as cognitive-affective mapping, connectionist simulations, and agent-based modeling are appropriate methods for a new research program that substantiates our complex systems perspective on ideology. ; peerReviewed ; publishedVersion

We propose a complex systems approach to the study of political belief systems, to overcome some of the fragmentation in the current scholarship on ideology. We review relevant work in psychology, sociology, and political science and identify major cleavages in the literature: the spatial vs. non-spatial divide (ideologies as reducible to a spatially organized set of dimensions vs. as complex conceptual structures) and the person-group problem (ideologies as driven by psychological needs of individuals vs. by institutional and power structures of society). We argue that construing ideologies as conceptual networks of cognitive-affective representations embedded in social networks of people may provide a path for bridging these existing gaps and epistemological disputes. Tools from cognitive science and computational social science such as cognitive-affective mapping, connectionist simulations, and agent-based modeling are appropriate methods for a new research program that substantiates our complex systems perspective on ideology.