Pub Date : 2023-09-08DOI: 10.1177/14705931231202434
Samuelson Appau, Ye (Nicole) Yang
This paper contributes to the research on the symbiotic relationship between religion and the market by examining the nature and implications of the marketization of religion in a contemporary Christendom in which religion and the market are hegemonic. Based on our analysis of 3741 church advertisements in Ghana over a 6-year period, we conceptualize three symbiotic relationships that coexist between the market and religion—commensalism, mutualism, and competition. We argue that these symbiotic relationships mirror how religion hegemonizes popular imagination and members’ consumption through marketization in contemporary Christendom. This study extends our understanding of the dialectical relationship between religion and the market by showing that religion can use marketization to perpetuate its hegemony within and beyond the market.
{"title":"Church advertising and the marketization of religious hegemony","authors":"Samuelson Appau, Ye (Nicole) Yang","doi":"10.1177/14705931231202434","DOIUrl":"https://doi.org/10.1177/14705931231202434","url":null,"abstract":"This paper contributes to the research on the symbiotic relationship between religion and the market by examining the nature and implications of the marketization of religion in a contemporary Christendom in which religion and the market are hegemonic. Based on our analysis of 3741 church advertisements in Ghana over a 6-year period, we conceptualize three symbiotic relationships that coexist between the market and religion—commensalism, mutualism, and competition. We argue that these symbiotic relationships mirror how religion hegemonizes popular imagination and members’ consumption through marketization in contemporary Christendom. This study extends our understanding of the dialectical relationship between religion and the market by showing that religion can use marketization to perpetuate its hegemony within and beyond the market.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136298473","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 : 2023-09-07DOI: 10.1177/14705931231202360
Ross Gordon, Theresa Harada, Gordon Waitt, L. Gurrieri
This paper seeks to extend existing conceptualisations of risky and harmful consumption. Our work draws on a qualitative, rhizomatic study of Australian consumers’ sports betting practices. We utilise Deleuze and Guattari’s related concepts of molar and molecular lines and lines of flight to draw attention to sports betting’s mutually affecting discursive, socio-material and emotional intensities. We examine the ongoing tensions between how people understand themselves as gamblers, the social normalisation of gambling and the parameters of risky betting behaviour. We argue that conceiving gambling consumption through molar and molecular lines challenges the binaries inherent in current framings of risky and harmful consumption. We also consider the possibilities for lines of flight and implications for gambling harm.
{"title":"Reconceptualising risky and harmful consumption through molar and molecular lines: Mobile smartphone sports betting arrangements","authors":"Ross Gordon, Theresa Harada, Gordon Waitt, L. Gurrieri","doi":"10.1177/14705931231202360","DOIUrl":"https://doi.org/10.1177/14705931231202360","url":null,"abstract":"This paper seeks to extend existing conceptualisations of risky and harmful consumption. Our work draws on a qualitative, rhizomatic study of Australian consumers’ sports betting practices. We utilise Deleuze and Guattari’s related concepts of molar and molecular lines and lines of flight to draw attention to sports betting’s mutually affecting discursive, socio-material and emotional intensities. We examine the ongoing tensions between how people understand themselves as gamblers, the social normalisation of gambling and the parameters of risky betting behaviour. We argue that conceiving gambling consumption through molar and molecular lines challenges the binaries inherent in current framings of risky and harmful consumption. We also consider the possibilities for lines of flight and implications for gambling harm.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47153085","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 : 2023-09-06DOI: 10.1177/14705931231201779
J. Schöps, Sarah Schwarz, Veronika Rojkowski
This study examines participatory logics as a process of the platformization of culture in the context of fitness body culture on Instagram. Building upon meme theory and applying a networked content analysis of #fitness, we highlight the memetic logics of participation that manifest in and derive from an interplay between consumers and affordances. Our findings, first, detail how content exhibiting common characteristics forms contextual memes that make up the platform's meme complex of fitness body culture. We, second, outline how the memetic logics of participation interconnect, cross-reference, and reinforce a standardized and platformized consumer culture. This study ultimately points to a networked public in which consumers follow both context-specific and platform-afforded—memetic—logics of participation in cultural production.
{"title":"Memetic logics of participation: Fitness body culture on Instagram","authors":"J. Schöps, Sarah Schwarz, Veronika Rojkowski","doi":"10.1177/14705931231201779","DOIUrl":"https://doi.org/10.1177/14705931231201779","url":null,"abstract":"This study examines participatory logics as a process of the platformization of culture in the context of fitness body culture on Instagram. Building upon meme theory and applying a networked content analysis of #fitness, we highlight the memetic logics of participation that manifest in and derive from an interplay between consumers and affordances. Our findings, first, detail how content exhibiting common characteristics forms contextual memes that make up the platform's meme complex of fitness body culture. We, second, outline how the memetic logics of participation interconnect, cross-reference, and reinforce a standardized and platformized consumer culture. This study ultimately points to a networked public in which consumers follow both context-specific and platform-afforded—memetic—logics of participation in cultural production.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46126315","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 : 2023-08-30DOI: 10.1177/14705931231199962
Handan Vicdan, Emre Ulusoy, Jack S. Tillotson, Soonkwan Hong, A. Ekici, Laetitia Mimoun
Prosumption is gaining momentum among the critical accounts of sustainable consumption that have thus far enriched the marketing discourse. Attention to prosumption is increasing whilst the degrowth movement is emerging to tackle the contradictions inherent in growth-driven, technology-fueled, and capitalist modes of sustainable production and consumption. In response to dominant critical voices that portray technology as counter to degrowth living, we propose an alternative symbiotic lens with which to reconsider the relations between technology, prosumption, and degrowth living, and assess how a degrowth transition in the context of food can be carried out at the intersection of human–nature–technology. We contribute to the critical debates on prosumption in marketing by analyzing the potentials and limits of technology-enabled food prosumption for a degrowth transition through the degrowth principles of conviviality and appropriateness. Finally, we consider the sociopolitical challenges involved in mobilizing such technologies to achieve symbiosis and propose a future research agenda.
{"title":"Food prosumption technologies: A symbiotic lens for a degrowth transition","authors":"Handan Vicdan, Emre Ulusoy, Jack S. Tillotson, Soonkwan Hong, A. Ekici, Laetitia Mimoun","doi":"10.1177/14705931231199962","DOIUrl":"https://doi.org/10.1177/14705931231199962","url":null,"abstract":"Prosumption is gaining momentum among the critical accounts of sustainable consumption that have thus far enriched the marketing discourse. Attention to prosumption is increasing whilst the degrowth movement is emerging to tackle the contradictions inherent in growth-driven, technology-fueled, and capitalist modes of sustainable production and consumption. In response to dominant critical voices that portray technology as counter to degrowth living, we propose an alternative symbiotic lens with which to reconsider the relations between technology, prosumption, and degrowth living, and assess how a degrowth transition in the context of food can be carried out at the intersection of human–nature–technology. We contribute to the critical debates on prosumption in marketing by analyzing the potentials and limits of technology-enabled food prosumption for a degrowth transition through the degrowth principles of conviviality and appropriateness. Finally, we consider the sociopolitical challenges involved in mobilizing such technologies to achieve symbiosis and propose a future research agenda.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48712044","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 : 2023-08-29DOI: 10.1177/14705931231199386
Chih-Chieh Liu
Extant literature on the dark side of gift-giving has predominantly focused on the dark side of generalised or balanced reciprocity, and not on negative reciprocity or unequal exchange of goods and services for personal gains. However, by emphasising the negativities around generalised or balanced reciprocity, understandings of an exploitative relationship are limited. Drawing on textual data from various online sources on the topic of ‘son preference’, this article explores the dark side of gift-giving in terms of unequal exchange and how it can generate a vicious cycle of affective and social destructions in the lived experience of the exploited giver. Crucially, I illuminate how certain aspects of pre-exchange socialisation, gift-receipt disqualification, and gift-giving indebtedness unfold in the service of perpetuating a range of subject positions that foster sustained exploitation within the family consumption system.
{"title":"The even darker side of gift-giving: Understanding sustained exploitation in family consumption system","authors":"Chih-Chieh Liu","doi":"10.1177/14705931231199386","DOIUrl":"https://doi.org/10.1177/14705931231199386","url":null,"abstract":"Extant literature on the dark side of gift-giving has predominantly focused on the dark side of generalised or balanced reciprocity, and not on negative reciprocity or unequal exchange of goods and services for personal gains. However, by emphasising the negativities around generalised or balanced reciprocity, understandings of an exploitative relationship are limited. Drawing on textual data from various online sources on the topic of ‘son preference’, this article explores the dark side of gift-giving in terms of unequal exchange and how it can generate a vicious cycle of affective and social destructions in the lived experience of the exploited giver. Crucially, I illuminate how certain aspects of pre-exchange socialisation, gift-receipt disqualification, and gift-giving indebtedness unfold in the service of perpetuating a range of subject positions that foster sustained exploitation within the family consumption system.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-08-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46702271","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 : 2023-08-21DOI: 10.1177/14705931231195191
Photini Vrikki, Eleftheria Lekakis
This paper fills a gap in the literature of platform economy in relation to consumers’ perceptions and actions regarding labour justice. It coins the term ‘platformised consumer activism’ and explores #cancel_efood to appraise how consumer activism is expressed through and against platforms. In September 2021, one of the most popular delivery service apps in Greece suddenly requested its workers who were on short-term expiring contracts to switch to freelance contracts. The instant uproar that followed included nation-wide mass mobilisations, as well as a trending topic on Greek Twitter #cancel_efood inviting consumers to uninstall the app and give it the lowest possible rating. Drawing on nascent literature regarding worker resistance in the platform economy, as well as digital consumer activism, we locate a gap in consumers’ perceptions and solidarities. We question power and resistance in the platform economy and argue that the tendency to celebrate digital media and consumer activism persists, despite evidence of growing awareness of the limitations of both in the platform economy. We showcase how the success of #cancel_efood cannot suggest that consumers are the new warriors of labour justice in the platform economy, but that their practices, enabled by connectivity and solidarity, can increase the visibility of workers’ struggles, and put pressure on specific platform players when they are about to violate workers’ rights.
{"title":"Digital consumers and platform workers unite and fight? The platformisation of consumer activism in the case of #cancel_efood in Greece","authors":"Photini Vrikki, Eleftheria Lekakis","doi":"10.1177/14705931231195191","DOIUrl":"https://doi.org/10.1177/14705931231195191","url":null,"abstract":"This paper fills a gap in the literature of platform economy in relation to consumers’ perceptions and actions regarding labour justice. It coins the term ‘platformised consumer activism’ and explores #cancel_efood to appraise how consumer activism is expressed through and against platforms. In September 2021, one of the most popular delivery service apps in Greece suddenly requested its workers who were on short-term expiring contracts to switch to freelance contracts. The instant uproar that followed included nation-wide mass mobilisations, as well as a trending topic on Greek Twitter #cancel_efood inviting consumers to uninstall the app and give it the lowest possible rating. Drawing on nascent literature regarding worker resistance in the platform economy, as well as digital consumer activism, we locate a gap in consumers’ perceptions and solidarities. We question power and resistance in the platform economy and argue that the tendency to celebrate digital media and consumer activism persists, despite evidence of growing awareness of the limitations of both in the platform economy. We showcase how the success of #cancel_efood cannot suggest that consumers are the new warriors of labour justice in the platform economy, but that their practices, enabled by connectivity and solidarity, can increase the visibility of workers’ struggles, and put pressure on specific platform players when they are about to violate workers’ rights.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43013007","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 : 2023-08-10DOI: 10.1177/14705931231195188
Daiane Scaraboto, Eileen Fischer
Prosumers in many markets are increasingly using platforms for their inter-related production and consumption pursuits. Using a practice theory lens, this paper examines how the connections between the bundle of marketing practices performed by entrepreneurial prosumers in the craft market are altered when they come to rely on platforms like Etsy. It identifies a new practice, labeled “platformance,” that these prosumers adopt in response to changes in their practices bundle. Platformance is a restless practice in that it aims to alter the market in which it is embedded. Findings reported here suggest that platformance may help prosumers deal with platformization by changing certain market elements, but ironically may also increase their platform dependence. Platformance may also contribute to altering aspects of the platform markets in which it is performed.
{"title":"Restless platformance: How prosumer practices change platform markets","authors":"Daiane Scaraboto, Eileen Fischer","doi":"10.1177/14705931231195188","DOIUrl":"https://doi.org/10.1177/14705931231195188","url":null,"abstract":"Prosumers in many markets are increasingly using platforms for their inter-related production and consumption pursuits. Using a practice theory lens, this paper examines how the connections between the bundle of marketing practices performed by entrepreneurial prosumers in the craft market are altered when they come to rely on platforms like Etsy. It identifies a new practice, labeled “platformance,” that these prosumers adopt in response to changes in their practices bundle. Platformance is a restless practice in that it aims to alter the market in which it is embedded. Findings reported here suggest that platformance may help prosumers deal with platformization by changing certain market elements, but ironically may also increase their platform dependence. Platformance may also contribute to altering aspects of the platform markets in which it is performed.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49175484","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 : 2023-08-09DOI: 10.1177/14705931231195187
A. Bradshaw
I argue against any essentialist framing of the consumer in a context of the circulation of money and for a dialectical materialist framing of the consumer in a context of capital accumulation. I reflect on how the current conjuncture pressurises basic assumptions about everyday liveability and requires a fundamental rethink.
{"title":"In the difference between money and capital, everything happens","authors":"A. Bradshaw","doi":"10.1177/14705931231195187","DOIUrl":"https://doi.org/10.1177/14705931231195187","url":null,"abstract":"I argue against any essentialist framing of the consumer in a context of the circulation of money and for a dialectical materialist framing of the consumer in a context of capital accumulation. I reflect on how the current conjuncture pressurises basic assumptions about everyday liveability and requires a fundamental rethink.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44585190","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 : 2023-07-26DOI: 10.1177/14705931231190954
Deji Adewoye, J. Mendy, E. Oruh, C. Mordi, Arthur Egwuonwu, Olutayo Otubanjo
Despite increased interests in marketisation of philanthrocapitalism research worldwide, the arguments emphasise ‘what’ instead of 'how’ and ‘why’ philanthropic philosophy happens across Africa. To address this gap, 51 Tony Elumelu Foundation participants’ narratives are focused on to draw on an Africapitalism framework highlighting chasms within and between western neoliberalism frameworks and philanthrocapitalism’s marketisation. By framing this paper using philanthrocapitalism discourse, the authors critically examined the activities of African philanthropists and the effects of their neoliberal adoption on recipients. Semi-structured interview analysis produced three key ideologies demonstrating ‘what’, ‘how’ and ‘why’ philanthrocapitalism is marketised, namely, utopianism and the illusion of a better socioeconomic tomorrow; neoliberalism and a culture of dominance; social investment and marketisation of benevolence. These thematic paradoxes were used to create an additional four-aspect Africapitalism framework contributing to ‘what’, ‘how’ and ‘why’ philanthrocapitalism is marketised in Africa, its impacts, challenges and solutions. Contributions, limitations and implications for research are articulated.
尽管全世界对慈善资本主义研究市场化的兴趣越来越大，但这些争论强调的是“什么”，而不是“如何”和“为什么”慈善哲学在非洲各地发生。为了解决这一差距，51 Tony Elumelu基金会参与者的叙述重点是借鉴非洲资本主义框架，强调西方新自由主义框架和慈善资本主义市场化之间的差距。通过使用慈善资本主义话语来构建本文，作者批判性地研究了非洲慈善家的活动以及他们采用新自由主义对接受者的影响。半结构化访谈分析产生了三种关键意识形态，展示了慈善资本主义市场化的“什么”、“如何”和“为什么”，即乌托邦主义和对美好社会经济明天的幻想；新自由主义和统治文化；社会投资和慈善市场化。这些主题悖论被用来创建一个额外的四个方面的非洲资本主义框架，有助于“什么”、“如何”和“为什么”慈善资本主义在非洲市场化，其影响、挑战和解决方案。阐述了研究的贡献、局限性和影响。
{"title":"Africapitalism: The marketisation of philanthrocapitalism and neoliberalism in African entrepreneurial philanthropy","authors":"Deji Adewoye, J. Mendy, E. Oruh, C. Mordi, Arthur Egwuonwu, Olutayo Otubanjo","doi":"10.1177/14705931231190954","DOIUrl":"https://doi.org/10.1177/14705931231190954","url":null,"abstract":"Despite increased interests in marketisation of philanthrocapitalism research worldwide, the arguments emphasise ‘what’ instead of 'how’ and ‘why’ philanthropic philosophy happens across Africa. To address this gap, 51 Tony Elumelu Foundation participants’ narratives are focused on to draw on an Africapitalism framework highlighting chasms within and between western neoliberalism frameworks and philanthrocapitalism’s marketisation. By framing this paper using philanthrocapitalism discourse, the authors critically examined the activities of African philanthropists and the effects of their neoliberal adoption on recipients. Semi-structured interview analysis produced three key ideologies demonstrating ‘what’, ‘how’ and ‘why’ philanthrocapitalism is marketised, namely, utopianism and the illusion of a better socioeconomic tomorrow; neoliberalism and a culture of dominance; social investment and marketisation of benevolence. These thematic paradoxes were used to create an additional four-aspect Africapitalism framework contributing to ‘what’, ‘how’ and ‘why’ philanthrocapitalism is marketised in Africa, its impacts, challenges and solutions. Contributions, limitations and implications for research are articulated.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42741036","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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