Pub Date : 2023-10-05DOI: 10.1177/14705931231207310
Fiona Spotswood, James Steele, Patrokolos Androulakis-Korakkakis, Alex Lucas
Extant consumer research interested in disruption and adaptation to routines undertheorizes the role of 'meanings' in adaptation processes, which are implicated as obstacles, or understood as adjustable to achieve adaptation. Practice theory foregrounds the dynamics of practices and their elements as shaping practice transition. From this, we explore and theorize meanings in practice adaptation by mobilising the theoretical leverage of concept of ‘teleoaffective structures’ to provide a granular theoretical account of how meanings shape adaptation after practice disruption. Through our empirical material, with strength training practitioners adapting to home training after gym closures, we illuminate how multifaceted teleoaffective 'components' are configured differently into routinised practice performances. These constitute practice–practitioner relationships. The characteristics of these teleoaffective configurations stretch across a spectrum from rigid to fluid, and shape adaptation pathways termed ‘replicate’ or ‘tolerate’. Rigid teleoaffective configurations constrain adaptation, demanding replication of the practice, which is often impossible because its feel and purpose become lost in new spatio-material contexts. Fluid configurations are more transportable and foster tolerance of reconfigured practices, often because of the variety of end goals, lack of dominant affective ends and because variability is built in, which means the practice is transportable. The theorisation of teleoaffective configuration contributes to existing research that foregrounds the role of creative consumer striving in practice adaptation by identifying how the life of elements and practitioners' intentional activity intersect to shape adaptation attempts. The study also advances from research that uses a collapsed conceptualisation of ‘meaning’ by embracing the complexity of teleoaffective structures. Furthermore, the framework connects understandings of practitioner and practice variance with adaptation outcomes whilst keeping practice elements, particularly the teleoaffective structure, as the central unit of analysis.
{"title":"The dynamics of teleoaffective configuration in practice adaptation","authors":"Fiona Spotswood, James Steele, Patrokolos Androulakis-Korakkakis, Alex Lucas","doi":"10.1177/14705931231207310","DOIUrl":"https://doi.org/10.1177/14705931231207310","url":null,"abstract":"Extant consumer research interested in disruption and adaptation to routines undertheorizes the role of 'meanings' in adaptation processes, which are implicated as obstacles, or understood as adjustable to achieve adaptation. Practice theory foregrounds the dynamics of practices and their elements as shaping practice transition. From this, we explore and theorize meanings in practice adaptation by mobilising the theoretical leverage of concept of ‘teleoaffective structures’ to provide a granular theoretical account of how meanings shape adaptation after practice disruption. Through our empirical material, with strength training practitioners adapting to home training after gym closures, we illuminate how multifaceted teleoaffective 'components' are configured differently into routinised practice performances. These constitute practice–practitioner relationships. The characteristics of these teleoaffective configurations stretch across a spectrum from rigid to fluid, and shape adaptation pathways termed ‘replicate’ or ‘tolerate’. Rigid teleoaffective configurations constrain adaptation, demanding replication of the practice, which is often impossible because its feel and purpose become lost in new spatio-material contexts. Fluid configurations are more transportable and foster tolerance of reconfigured practices, often because of the variety of end goals, lack of dominant affective ends and because variability is built in, which means the practice is transportable. The theorisation of teleoaffective configuration contributes to existing research that foregrounds the role of creative consumer striving in practice adaptation by identifying how the life of elements and practitioners' intentional activity intersect to shape adaptation attempts. The study also advances from research that uses a collapsed conceptualisation of ‘meaning’ by embracing the complexity of teleoaffective structures. Furthermore, the framework connects understandings of practitioner and practice variance with adaptation outcomes whilst keeping practice elements, particularly the teleoaffective structure, as the central unit of analysis.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"439 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134975650","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-05DOI: 10.1177/14705931231207328
James Cronin, James Fitchett, Jack Coffin
Nietzsche invites us to turn our focus to how subjects seek out what is average rather than what is authentically independent. For marketing theory, this means recognising that while the desire for autonomy and self-determination functions as a seductive and collective narrative for consumer culture generally, it inevitably becomes denatured and delimited to what each individual consumer finds to be most convenient, credible, and practical. Using a Nietzschean toolbox, this paper diagnoses a contemporary malaise in the process of ‘commodified self-overcoming’, whereby subjects are fed the mass-mediated fantasy that they can overcome the symbolic similitude of the majority while remaining comfortably part of the social ‘herd’. We discuss this process using three illustrative archetypes: the inhuman ‘BIG Zombie’, the transhuman ‘Cyborg’, and the all-too-human ‘Slacktivist’. These archetypes reveal how the prospect of overcoming the self and all of its human trappings functions as a core fantasy for consumers, albeit one that is paradoxically produced and supplied by market mechanisms that perpetuate a lasting humanism. We explore the notion of ante-humanism and conclude with implications for the nascent tradition of Terminal Marketing.
{"title":"Market mutton dressed as ÜberLamb: Diagnosing the commodification of self-overcoming","authors":"James Cronin, James Fitchett, Jack Coffin","doi":"10.1177/14705931231207328","DOIUrl":"https://doi.org/10.1177/14705931231207328","url":null,"abstract":"Nietzsche invites us to turn our focus to how subjects seek out what is average rather than what is authentically independent. For marketing theory, this means recognising that while the desire for autonomy and self-determination functions as a seductive and collective narrative for consumer culture generally, it inevitably becomes denatured and delimited to what each individual consumer finds to be most convenient, credible, and practical. Using a Nietzschean toolbox, this paper diagnoses a contemporary malaise in the process of ‘commodified self-overcoming’, whereby subjects are fed the mass-mediated fantasy that they can overcome the symbolic similitude of the majority while remaining comfortably part of the social ‘herd’. We discuss this process using three illustrative archetypes: the inhuman ‘BIG Zombie’, the transhuman ‘Cyborg’, and the all-too-human ‘Slacktivist’. These archetypes reveal how the prospect of overcoming the self and all of its human trappings functions as a core fantasy for consumers, albeit one that is paradoxically produced and supplied by market mechanisms that perpetuate a lasting humanism. We explore the notion of ante-humanism and conclude with implications for the nascent tradition of Terminal Marketing.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135481419","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-03DOI: 10.1177/14705931231207321
Kristin Bentsen, Per Egil Pedersen
The affordances offered by digital platforms may support the formation and maintenance of moralized markets – defined as markets that are undergirded with explicit moral principles that guide the interactions between market actors. In this paper, we draw on key tenets from recent advances in affordance theory, identifying social media platform affordances that support the moralization of digital markets. We develop insights based on qualitative data from the context of Norwegian digital local food markets, with focus on the role of digital affordances. We theorize particular ‘moral affordances’ that matter in the moralization of markets. We conclude by considering the possible outcomes that the increasing use of digital platforms may have for the moralization of contemporary markets.
{"title":"Can digital platforms support moralized markets? An analysis of affordances that matter to moralization","authors":"Kristin Bentsen, Per Egil Pedersen","doi":"10.1177/14705931231207321","DOIUrl":"https://doi.org/10.1177/14705931231207321","url":null,"abstract":"The affordances offered by digital platforms may support the formation and maintenance of moralized markets – defined as markets that are undergirded with explicit moral principles that guide the interactions between market actors. In this paper, we draw on key tenets from recent advances in affordance theory, identifying social media platform affordances that support the moralization of digital markets. We develop insights based on qualitative data from the context of Norwegian digital local food markets, with focus on the role of digital affordances. We theorize particular ‘moral affordances’ that matter in the moralization of markets. We conclude by considering the possible outcomes that the increasing use of digital platforms may have for the moralization of contemporary markets.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"33 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135695791","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-03DOI: 10.1177/14705931231207319
Amy E Singer
In this paper, I extend the established concept of performativity by focusing on the origins and micro-level interactional strategies of marketing objects. In product markets wherein face-to-face interactions between buyers and sellers are impossible, profit-seeking firms depend upon marketing objects—and on their packaging stories—to interact with buyers. While much research focuses on the particular effects of performative marketing objects on consumers, I explore the conditions required for such effects to emerge. In this project, I employ a richly descriptive case study design by focusing on a transnational specialty food firm based in Indonesia and examining the complete collection of food product packages ( N = 81) that communicate with buyers on behalf of its products for sale. I understand marketing practices as helping to create the phenomena they allegedly describe, and thus contribute to object-oriented marketing theory through a dramaturgical analysis of packaging talk.
{"title":"Marketing objects as talking machines: The performative capacity of product packages","authors":"Amy E Singer","doi":"10.1177/14705931231207319","DOIUrl":"https://doi.org/10.1177/14705931231207319","url":null,"abstract":"In this paper, I extend the established concept of performativity by focusing on the origins and micro-level interactional strategies of marketing objects. In product markets wherein face-to-face interactions between buyers and sellers are impossible, profit-seeking firms depend upon marketing objects—and on their packaging stories—to interact with buyers. While much research focuses on the particular effects of performative marketing objects on consumers, I explore the conditions required for such effects to emerge. In this project, I employ a richly descriptive case study design by focusing on a transnational specialty food firm based in Indonesia and examining the complete collection of food product packages ( N = 81) that communicate with buyers on behalf of its products for sale. I understand marketing practices as helping to create the phenomena they allegedly describe, and thus contribute to object-oriented marketing theory through a dramaturgical analysis of packaging talk.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135738564","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-29DOI: 10.1177/14705931231206355
Eric Arnould, Tuomas Soila, Joel Hietanen, Ilmari Huotari, Mika Pantzar
This introduction to the special section brings into focus how little interest the marketing and consumer research academies have shown in money and debt: both philosophically and historically. When recognised explicitly, money and debt continue to be treated largely as 'givens' – epiphenomena morally embedded in consumer culture and rarely questioned. We assess how this situation has come about in these fields' theoretical lineages and anticipate future directions of inquiry. We also introduce our three contributions and weave them into the narrative of our story.
{"title":"Special section – The moral legitimatisation of money and debt in consumer society","authors":"Eric Arnould, Tuomas Soila, Joel Hietanen, Ilmari Huotari, Mika Pantzar","doi":"10.1177/14705931231206355","DOIUrl":"https://doi.org/10.1177/14705931231206355","url":null,"abstract":"This introduction to the special section brings into focus how little interest the marketing and consumer research academies have shown in money and debt: both philosophically and historically. When recognised explicitly, money and debt continue to be treated largely as 'givens' – epiphenomena morally embedded in consumer culture and rarely questioned. We assess how this situation has come about in these fields' theoretical lineages and anticipate future directions of inquiry. We also introduce our three contributions and weave them into the narrative of our story.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135199257","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-21DOI: 10.1177/14705931231201783
Janice Denegri-Knott, Rebecca Jenkins, Mike Molesworth, Georgiana Grigore
In this article, we focus on relational labour as a form of emotional labour associated with the use of platformised possessions, such as pins, messages, photos, videos and playlists hosted on digital platforms, to maintain relationships with friends and family. We argue that this ongoing effort is a type of consumer labour because it generates profitable engagements for digital platforms, which intentionally exploit negative emotions, namely, anxiety and guilt, associated with maintaining social connections. Drawing on 47 depth interviews with people living in the South of the UK, we identify the direct (communication via platforms) and indirect (information gathered via platforms to attain relational goals) relational work undertaken by consumers via their platformised possessions. We then consider the emotional experiences related to this work, demonstrating how such experiences differ from reports of possession work on material goods, while maintaining platform profits. Recognising that this work is the basis of much platform engagement, and hence profit, we further show how this effort becomes a form of unpaid labour. We thus contribute to the nascent literature on platformisation and emotion, to broader studies of possession work, and to critical marketing scholarship on consumer labour.
{"title":"Platformised possessions and relational labour","authors":"Janice Denegri-Knott, Rebecca Jenkins, Mike Molesworth, Georgiana Grigore","doi":"10.1177/14705931231201783","DOIUrl":"https://doi.org/10.1177/14705931231201783","url":null,"abstract":"In this article, we focus on relational labour as a form of emotional labour associated with the use of platformised possessions, such as pins, messages, photos, videos and playlists hosted on digital platforms, to maintain relationships with friends and family. We argue that this ongoing effort is a type of consumer labour because it generates profitable engagements for digital platforms, which intentionally exploit negative emotions, namely, anxiety and guilt, associated with maintaining social connections. Drawing on 47 depth interviews with people living in the South of the UK, we identify the direct (communication via platforms) and indirect (information gathered via platforms to attain relational goals) relational work undertaken by consumers via their platformised possessions. We then consider the emotional experiences related to this work, demonstrating how such experiences differ from reports of possession work on material goods, while maintaining platform profits. Recognising that this work is the basis of much platform engagement, and hence profit, we further show how this effort becomes a form of unpaid labour. We thus contribute to the nascent literature on platformisation and emotion, to broader studies of possession work, and to critical marketing scholarship on consumer labour.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136136701","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-20DOI: 10.1177/14705931231202446
Stephen Graham Saunders, V Dao Truong
Our research study investigates how expressions and acts of kindness are leveraged through non-monetary value exchange practices to improve individual and community well-being when money was scarce. A qualitative netnographic study was conducted to examine the non-monetary value exchange practices amongst members of the Barter for Better Fiji platform. Data were collected through online observation and participation, conversational interviews, and archival and netnographic methods. The interpretation of the data revealed that Barter for Better Fiji members leveraged an ‘economy of kindness’ through three non-monetary value exchange practices (i.e. bartering, near-money exchange and donating) to improve individual and community well-being. The marketing theory and practice implications of leveraging expressions and acts of kindness through value exchange practices are discussed.
{"title":"Leveraging an ‘economy of kindness’ through non-monetary value exchange to improve community well-being","authors":"Stephen Graham Saunders, V Dao Truong","doi":"10.1177/14705931231202446","DOIUrl":"https://doi.org/10.1177/14705931231202446","url":null,"abstract":"Our research study investigates how expressions and acts of kindness are leveraged through non-monetary value exchange practices to improve individual and community well-being when money was scarce. A qualitative netnographic study was conducted to examine the non-monetary value exchange practices amongst members of the Barter for Better Fiji platform. Data were collected through online observation and participation, conversational interviews, and archival and netnographic methods. The interpretation of the data revealed that Barter for Better Fiji members leveraged an ‘economy of kindness’ through three non-monetary value exchange practices (i.e. bartering, near-money exchange and donating) to improve individual and community well-being. The marketing theory and practice implications of leveraging expressions and acts of kindness through value exchange practices are discussed.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136312790","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-15DOI: 10.1177/14705931231202439
Sophie James, James Cronin, Anthony Patterson
Drawing upon a cultural-historical reading of the witch, we discuss how modern capitalism is chronically haunted by obstreperous vestiges of what preceded it yet remains proficient in assimilating all that returns to challenge it. By adapting and extending a theoretical toolkit informed by Jacques Derrida and Mark Fisher, we trace market and state administrators’ co-optation of the primeval witch figure and her ideological trappings: initially, to expropriate those who threatened incipient modernising structures; later, to provoke increasingly secularised subjects towards consumption; and eventually, to calibrate rather than obviate capitalist expansion so that it remains aligned with consumer interests. Introducing the new concepts of ‘retrocorporation’ and ‘marketplace revenant’, we discuss how long-foreclosed, ancient imaginaries become re-invoked and re-programmed to perpetuate capitalism’s dominance. Our message for the nascent tradition of ‘Terminal Marketing’ is that the collision and collusion of past and future has the potential to ossify capitalist realism in the present.
{"title":"Revenants in the marketplace: A hauntology of retrocorporation","authors":"Sophie James, James Cronin, Anthony Patterson","doi":"10.1177/14705931231202439","DOIUrl":"https://doi.org/10.1177/14705931231202439","url":null,"abstract":"Drawing upon a cultural-historical reading of the witch, we discuss how modern capitalism is chronically haunted by obstreperous vestiges of what preceded it yet remains proficient in assimilating all that returns to challenge it. By adapting and extending a theoretical toolkit informed by Jacques Derrida and Mark Fisher, we trace market and state administrators’ co-optation of the primeval witch figure and her ideological trappings: initially, to expropriate those who threatened incipient modernising structures; later, to provoke increasingly secularised subjects towards consumption; and eventually, to calibrate rather than obviate capitalist expansion so that it remains aligned with consumer interests. Introducing the new concepts of ‘retrocorporation’ and ‘marketplace revenant’, we discuss how long-foreclosed, ancient imaginaries become re-invoked and re-programmed to perpetuate capitalism’s dominance. Our message for the nascent tradition of ‘Terminal Marketing’ is that the collision and collusion of past and future has the potential to ossify capitalist realism in the present.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135393545","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-15DOI: 10.1177/14705931231202430
Andrea Lucarelli, Hossain Shahriar, Sofia Ulver, Carys Egan-Wyer
Calls for research contribution and demands for original theories have become visibly and audibly louder in review processes over the last two decades. In interpretivist marketing and consumer research, such calls have been accompanied by an emphasis on the importance of theory and on drawing on context when crafting impactful research contributions. By investigating the rhetorical claims made by authors in 45 highly cited articles, published between 2005 and 2019 in three representative marketing journals, this paper provides a kaleidoscopic, three-dimensional framework that maps out and explores the rhetorical devices employed in interpretivist scholarship. Based on the framework, the paper suggests different pathways that researchers can follow to navigate through the complex process of shaping and developing relevant and impactful research contributions.
{"title":"Research contributions in interpretivist marketing and consumer research studies: A kaleidoscopic framework","authors":"Andrea Lucarelli, Hossain Shahriar, Sofia Ulver, Carys Egan-Wyer","doi":"10.1177/14705931231202430","DOIUrl":"https://doi.org/10.1177/14705931231202430","url":null,"abstract":"Calls for research contribution and demands for original theories have become visibly and audibly louder in review processes over the last two decades. In interpretivist marketing and consumer research, such calls have been accompanied by an emphasis on the importance of theory and on drawing on context when crafting impactful research contributions. By investigating the rhetorical claims made by authors in 45 highly cited articles, published between 2005 and 2019 in three representative marketing journals, this paper provides a kaleidoscopic, three-dimensional framework that maps out and explores the rhetorical devices employed in interpretivist scholarship. Based on the framework, the paper suggests different pathways that researchers can follow to navigate through the complex process of shaping and developing relevant and impactful research contributions.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"53 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135394085","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-11DOI: 10.1177/14705931231201781
Domen Bajde, Maja Golf-Papez, Barbara Culiberg
This paper explores the cultural dynamics underpinning platformization by unpacking the emergence of the sharing economy—a vital terrain of platformization—as a culturally significant category. Drawing on online archival data, our study reveals the important role of social movement organizations (SMOs) in establishing the sharing economy as a prominent cultural category and infusing it with powerful social meanings. We outline the discursive strategies used by SMOs to articulate this macro-market category, and to frame platform technology as a benevolent enabler of social change. Our study contributes to platformization research by turning attention to how cultural dynamics (i.e., the discursive strategies giving rise to the emergence of sharing economy) shape platformization. In addition, we contribute to market system dynamic research by expanding the focus of investigation from singular industries to the macro economy level, shedding light on new discursive dynamics (e.g., discursive strategies for articulating and technologizing the emergent economy), and by the extending previous work on the role of SMOs and social movements in market shaping.
{"title":"The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy","authors":"Domen Bajde, Maja Golf-Papez, Barbara Culiberg","doi":"10.1177/14705931231201781","DOIUrl":"https://doi.org/10.1177/14705931231201781","url":null,"abstract":"This paper explores the cultural dynamics underpinning platformization by unpacking the emergence of the sharing economy—a vital terrain of platformization—as a culturally significant category. Drawing on online archival data, our study reveals the important role of social movement organizations (SMOs) in establishing the sharing economy as a prominent cultural category and infusing it with powerful social meanings. We outline the discursive strategies used by SMOs to articulate this macro-market category, and to frame platform technology as a benevolent enabler of social change. Our study contributes to platformization research by turning attention to how cultural dynamics (i.e., the discursive strategies giving rise to the emergence of sharing economy) shape platformization. In addition, we contribute to market system dynamic research by expanding the focus of investigation from singular industries to the macro economy level, shedding light on new discursive dynamics (e.g., discursive strategies for articulating and technologizing the emergent economy), and by the extending previous work on the role of SMOs and social movements in market shaping.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135981222","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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