在品牌文化的影響下，美國獨立電影公司面臨著打造獲利品牌和與消費者建立有意義的關係的雙重目標。本論文以社會認同為視角，評估A24作為領先獨立電影製片人和發行人的品牌及其矛盾性，並探索其在品牌實踐中建構社會認同和展現矛盾性的方式。本論文運用批判性話語分析，檢視與A24相關的文本和副文本，例如電影、宣傳資料、產業/新聞出版物以及線上話語，探討在品牌化和新自由主義的背景下，如何運用社會認同、真實性和情感。此外，本論文也探討了構成社會認同的意識形態、價值觀和實踐，以及它們商品化的矛盾性。本論文發現，藝術價值（例如原創性、作者論和戲劇性展示）和政治價值（例如多元化、包容性和勞動改革）是A24品牌試圖塑造的社會認同特徵。這些特徵也都受到市場壓力的影響，包括提升品牌知名度、擴大受眾規模、建立品牌社群、創造票房收益以及注入高雅文化。研究結果強調了品牌化社會和文化實踐的潛在機會與風險。

Under brand culture, American independent film companies face the dichotomous objectives of building a profitable brand and developing meaningful relationships with consumers. Through a social identity lens, this thesis evaluates the brand and ambivalence of A24 as the leading independent film producer and distributor, identifying the means in which it constructs social identities and exhibits ambivalence in its brand practice. Using critical discourse analysis to examine relevant texts and paratexts, such as films, promotional material, trade/news publications, and online discourse, discussing and promoting A24, this thesis touches upon the utilization of social identity, authenticity, and affective sentiments in the face of branding and neoliberalism. It examines the ideologies, values, and practices integral to social identities and the contradictions of their commodification. This thesis finds that artistic values (i.e. originality, auteurism, and theatrical exhibition) and political values (i.e. diversity, inclusion, and labor reform) characterize the social identities that A24’s brand attempts to cultivate. These characteristics are also all subjected to market pressure in improving brand perception, growing audience size, building brand communities, making box office returns, and infusing high culture. The findings emphasize the potential opportunity and dangers of branding social and cultural practice.

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