| OCR Text |
Show 223 Rio Tinto Stadium. Here, Rio Tinto is among a grandeur community of corporate subjects that offers fans an exciting experience of community involvement and connects fandom with civic engagement. Our journey ended at Daybreak, where Rio Tinto is most strongly associated with community. At Daybreak, Rio Tinto brings residents an environmentally sustainable lived community that blends nature with culture and country with city. Natural resource corporations such as Rio Tinto are different from other corporations because their products are oftentimes less visible than the average consumer product. How do you brand copper when consumers do not regularly see it and when, presumably, all copper is the same? When people purchase a cellphone they do not consider the purity of copper used to connect its internal electric grid, or ask about the company that extracted it from the earth. Understanding the process and the necessity of copper, therefore, requires expertise. Copper, like other natural elements on the periodic table of contents, is dependent on tremendous achievements in science and technology to extract its invisible particles from the earth and put it into relation with even more invisible bits of technology for everyday objects of commodity. This is why when Rio Tinto brands the NHMU, it is not just branding copper, but it is branding its community ethos by using its name to establish credibility on the topic of science and technology, which is later put into relation with other scientific issues such as air pollution, toxiccleanups, and by extension, global warming. Science, Latour (1984/1988) goes through pains to remind us, is constantly wrapped up with mediators from popular culture, instruments, and visual inscriptions. Altogether, we can see that our corporate citizen-subject is an essential mediator |
