Pub Date : 2023-01-23DOI: 10.1177/14705931231153192
A. Jafari, Mona Moufahim, Diego Rinallo, S. Appau
This commentary section presents a dialogical discussion on Appau’s (2021) ‘Toward a divine economic system’, an article in which he explores religious exchanges in the context of a Pentecostal Church in Ghana and proposes ‘the divine economy’ as an alternative economic system to interrogate and extend scholarship on the relationship between the market and religion. In a thought-provoking conversation, four commentators (including Appau) engage in a critical discussion aimed at generating new ideas on theorizing the complex relationship between the market, consumption, and religion.
{"title":"Theorizing consumption and markets in the context of religion: A commentary section on Appau’s (2021) ‘divine economic system’","authors":"A. Jafari, Mona Moufahim, Diego Rinallo, S. Appau","doi":"10.1177/14705931231153192","DOIUrl":"https://doi.org/10.1177/14705931231153192","url":null,"abstract":"This commentary section presents a dialogical discussion on Appau’s (2021) ‘Toward a divine economic system’, an article in which he explores religious exchanges in the context of a Pentecostal Church in Ghana and proposes ‘the divine economy’ as an alternative economic system to interrogate and extend scholarship on the relationship between the market and religion. In a thought-provoking conversation, four commentators (including Appau) engage in a critical discussion aimed at generating new ideas on theorizing the complex relationship between the market, consumption, and religion.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44260324","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 : 2023-01-05DOI: 10.1177/14705931221148514
Ladipo Fagbola, M. McEachern, Effi Raftopoulou
This article combines the theoretical lenses of bridal identity and liminal consumption to illustrate the processes of problem-solving, negotiation and reconciliation through which the bride creates her bridal identity, in the Global South context of Nigeria. Most wedding ritual studies typically emphasise the processes of creating and negotiating a successful bridal identity, but few acknowledge the possibilities of failure and its effect upon the liminars. In addition, within liminal consumption studies, the role of liminars’ mentors is often under-theorised. Thus, we contribute to the field by expanding on the concept of ‘liminal gatekeepers’ as the individuals and institutions who control and enforce certain norms associated with the liminal experience. Following an interpretivist approach, the article also advances our understanding of the ways in which the demands of liminal gatekeepers affect the liminars’ experiences and identifies three novel bridal identity outcomes, namely, (i) Embedded Bridal Identity; (ii) Synthesised Bridal Identity; and (iii) Marginalisation. In this way, we advance marketing research around how a liminal consumer identity such as bridal identity is co-constructed between liminars and gatekeepers.
{"title":"Liminal consumption within Nigerian wedding rituals: The interplay between bridal identity and liminal gatekeepers","authors":"Ladipo Fagbola, M. McEachern, Effi Raftopoulou","doi":"10.1177/14705931221148514","DOIUrl":"https://doi.org/10.1177/14705931221148514","url":null,"abstract":"This article combines the theoretical lenses of bridal identity and liminal consumption to illustrate the processes of problem-solving, negotiation and reconciliation through which the bride creates her bridal identity, in the Global South context of Nigeria. Most wedding ritual studies typically emphasise the processes of creating and negotiating a successful bridal identity, but few acknowledge the possibilities of failure and its effect upon the liminars. In addition, within liminal consumption studies, the role of liminars’ mentors is often under-theorised. Thus, we contribute to the field by expanding on the concept of ‘liminal gatekeepers’ as the individuals and institutions who control and enforce certain norms associated with the liminal experience. Following an interpretivist approach, the article also advances our understanding of the ways in which the demands of liminal gatekeepers affect the liminars’ experiences and identifies three novel bridal identity outcomes, namely, (i) Embedded Bridal Identity; (ii) Synthesised Bridal Identity; and (iii) Marginalisation. In this way, we advance marketing research around how a liminal consumer identity such as bridal identity is co-constructed between liminars and gatekeepers.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41704927","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 : 2022-12-26DOI: 10.1177/14705931221146304
I. Kleppe, Marylouise Caldwell, I. Stensaker
Drawing on an ethnographic study of the HIV/AIDS pandemic, we explore how ordinary people make extraordinary efforts to convince others to comply with health authorities’ advice to change their behaviour. Theories of heroism and embodied health movements inform our typology consisting of four distinct types of everyday heroes. Everyday heroes adopt a variety of actions, uniquely drawing on their embodiment of the illness and embeddedness in the local context. The ‘national role model’ builds a personal brand promoting beauty with a purpose, while the ‘national entrepreneur’ assembles resources and builds support networks and institutions. The ‘local caregiver’ offers face-to-face support to the diseased and afflicted, while the ‘local entrepreneur’ creates non-risky health practices to replace risky ones. A significant finding is the heroes’ courage and creative self-educational work, through which they find their own ways to translate medical knowledge into the local vernacular and practice.
{"title":"Embodied, embedded and educated: How everyday heroes strive to save lives during a pandemic","authors":"I. Kleppe, Marylouise Caldwell, I. Stensaker","doi":"10.1177/14705931221146304","DOIUrl":"https://doi.org/10.1177/14705931221146304","url":null,"abstract":"Drawing on an ethnographic study of the HIV/AIDS pandemic, we explore how ordinary people make extraordinary efforts to convince others to comply with health authorities’ advice to change their behaviour. Theories of heroism and embodied health movements inform our typology consisting of four distinct types of everyday heroes. Everyday heroes adopt a variety of actions, uniquely drawing on their embodiment of the illness and embeddedness in the local context. The ‘national role model’ builds a personal brand promoting beauty with a purpose, while the ‘national entrepreneur’ assembles resources and builds support networks and institutions. The ‘local caregiver’ offers face-to-face support to the diseased and afflicted, while the ‘local entrepreneur’ creates non-risky health practices to replace risky ones. A significant finding is the heroes’ courage and creative self-educational work, through which they find their own ways to translate medical knowledge into the local vernacular and practice.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-12-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48769534","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 : 2022-12-14DOI: 10.1177/14705931221141732
D. Kelsey, N. Yannopoulou, A. Whittle, T. Heath, Artyom Golossenko, A. Soares
This manuscript theorises the use of heroism in marketing by analysing selected representations of the army hero in contemporary advertising. Adopting the discourse-mythological approach to analyse Jungian archetypes, we focus on three US advertising campaigns that depict the army hero. Our analysis reveals that representations of the army hero combine traits, symbols, and images of the Magician, Warrior and King archetypes. ‘Archetypal blending’ is theorised in order to understand the mythological complexities of modern heroism, which expands the individually centred Hero’s Journey through references to a collective journey and collective responsibility. This study advances theoretical insights into how advertising blends narratives of heroism and other mythical archetypes to remain meaningful to multiple audiences - balancing the reproduction of conventional views of military heroism with representations that reflect changing societal values.
{"title":"The (army) hero with a thousand faces: A discourse-mythological approach to theorising archetypal blending in contemporary advertising","authors":"D. Kelsey, N. Yannopoulou, A. Whittle, T. Heath, Artyom Golossenko, A. Soares","doi":"10.1177/14705931221141732","DOIUrl":"https://doi.org/10.1177/14705931221141732","url":null,"abstract":"This manuscript theorises the use of heroism in marketing by analysing selected representations of the army hero in contemporary advertising. Adopting the discourse-mythological approach to analyse Jungian archetypes, we focus on three US advertising campaigns that depict the army hero. Our analysis reveals that representations of the army hero combine traits, symbols, and images of the Magician, Warrior and King archetypes. ‘Archetypal blending’ is theorised in order to understand the mythological complexities of modern heroism, which expands the individually centred Hero’s Journey through references to a collective journey and collective responsibility. This study advances theoretical insights into how advertising blends narratives of heroism and other mythical archetypes to remain meaningful to multiple audiences - balancing the reproduction of conventional views of military heroism with representations that reflect changing societal values.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48292252","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 : 2022-11-18DOI: 10.1177/14705931221139317
W. Onyas
This article tackles an underexplored topic in the Market Studies literature—the enactment of exchange practices in overlapping markets. Based on an ethnographic study, the article examines a contested market space in which sustainable and conventional coffee buyers compete to enact exchanges with farmers. At the center of this competition are farmers, whose subsistence challenges heavily influence the choice of market(s) they operate in. An Exchange Entanglements framework for analyzing overlapping exchanges is developed, which accounts for market concerns, calculative power asymmetries, and the (re)configuration of market entities. The article builds our understanding of how exchanges are enacted to account for concerns in overlapping markets, and develops a characterization of overlapping market exchanges. It questions the extent to which dominant market actors can address farmers’ subsistence challenges, and highlights the problematic challenge of enacting concerned markets that serve marginalized market actors.
{"title":"Enacting overlapping exchanges to address market concerns: Evidence on sustainable and conventional coffee markets in Uganda","authors":"W. Onyas","doi":"10.1177/14705931221139317","DOIUrl":"https://doi.org/10.1177/14705931221139317","url":null,"abstract":"This article tackles an underexplored topic in the Market Studies literature—the enactment of exchange practices in overlapping markets. Based on an ethnographic study, the article examines a contested market space in which sustainable and conventional coffee buyers compete to enact exchanges with farmers. At the center of this competition are farmers, whose subsistence challenges heavily influence the choice of market(s) they operate in. An Exchange Entanglements framework for analyzing overlapping exchanges is developed, which accounts for market concerns, calculative power asymmetries, and the (re)configuration of market entities. The article builds our understanding of how exchanges are enacted to account for concerns in overlapping markets, and develops a characterization of overlapping market exchanges. It questions the extent to which dominant market actors can address farmers’ subsistence challenges, and highlights the problematic challenge of enacting concerned markets that serve marginalized market actors.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-11-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49504573","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 : 2022-11-18DOI: 10.1177/14705931221139318
Josephine Go Jefferies
This paper explains how disadvantaged consumers challenge their subjugated positioning through self-discipline, recursive reflexivity and narration. Although it is possible to interpret their agency as complicit with their responsibilization, viewing responsibilized consumers’ entanglement in dynamic market formation as complicity in their disadvantage forecloses on their ability to resist. Instead, this paper argues resistance at the human level involves subjectivation processes according to different spatiotemporal logics. This means resistance paradoxically resembles conformity within a heroic path of resistance against their social disadvantage. Drawing on Arendt’s (1958) categorization of human activities helps surface the politics of resistance at the human level from self-interest to collective interest and social change. The findings suggest theoretical realignment is needed to (1) delineate the limits of responsibilization to adequately explain heterogeneous types of self-discipline within subjectivation processes; and (2) expose the spatiotemporal and political nature of compliance and resistance to market and non-market forces.
{"title":"An Arendtian perspective on responsibilized heroes: Why marketing needs a new model of heroic action","authors":"Josephine Go Jefferies","doi":"10.1177/14705931221139318","DOIUrl":"https://doi.org/10.1177/14705931221139318","url":null,"abstract":"This paper explains how disadvantaged consumers challenge their subjugated positioning through self-discipline, recursive reflexivity and narration. Although it is possible to interpret their agency as complicit with their responsibilization, viewing responsibilized consumers’ entanglement in dynamic market formation as complicity in their disadvantage forecloses on their ability to resist. Instead, this paper argues resistance at the human level involves subjectivation processes according to different spatiotemporal logics. This means resistance paradoxically resembles conformity within a heroic path of resistance against their social disadvantage. Drawing on Arendt’s (1958) categorization of human activities helps surface the politics of resistance at the human level from self-interest to collective interest and social change. The findings suggest theoretical realignment is needed to (1) delineate the limits of responsibilization to adequately explain heterogeneous types of self-discipline within subjectivation processes; and (2) expose the spatiotemporal and political nature of compliance and resistance to market and non-market forces.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-11-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48689375","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 : 2022-11-09DOI: 10.1177/14705931221138613
Iida Hietala
This article explores ‘quarantine art’ – an Instagram challenge of recreating well-known artworks in self-isolation for the consumption of others – to investigate how people come together on social media to form an aesthetic tribe of consumer-producers. Drawing on a mixed-method qualitative approach, it presents netnographic observations and participant interviews subjected to representational and non-representational analyses. The findings illuminate the broad assemblage of visual arts, crafty practices and social media affordances that allow for a new communal expression, an aesthetic form of being together, and an emancipatory embrace of the ancient ‘maternal’ trope. That is, a new type of female subjectivity is brought to the fore – one that, separated from its ancient predecessors burdened by ‘caring for others’, celebrates aesthetic expression, nurturing and caretaking as a means to break down isolation. Overall, this study offers a feminist post-postmodern reading and elaboration of research into consumer tribes and virtual communities gathered around art, culture and aesthetics.
{"title":"Nurturing an aesthetic tribe: Consuming and (re)producing ‘Quarantine Art’","authors":"Iida Hietala","doi":"10.1177/14705931221138613","DOIUrl":"https://doi.org/10.1177/14705931221138613","url":null,"abstract":"This article explores ‘quarantine art’ – an Instagram challenge of recreating well-known artworks in self-isolation for the consumption of others – to investigate how people come together on social media to form an aesthetic tribe of consumer-producers. Drawing on a mixed-method qualitative approach, it presents netnographic observations and participant interviews subjected to representational and non-representational analyses. The findings illuminate the broad assemblage of visual arts, crafty practices and social media affordances that allow for a new communal expression, an aesthetic form of being together, and an emancipatory embrace of the ancient ‘maternal’ trope. That is, a new type of female subjectivity is brought to the fore – one that, separated from its ancient predecessors burdened by ‘caring for others’, celebrates aesthetic expression, nurturing and caretaking as a means to break down isolation. Overall, this study offers a feminist post-postmodern reading and elaboration of research into consumer tribes and virtual communities gathered around art, culture and aesthetics.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-11-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46723958","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 : 2022-11-04DOI: 10.1177/14705931221138617
Stephen Murphy, Timothy R. Hill, P. McDonagh, Amanda Flaherty
Marketing and consumer research has drawn attention to the positive and joyful emotional features of consumer tribes. However, research has little to say on boredom, an emotional state already prevalent in consumers’ lives, yet exacerbated during the COVID-19 pandemic due to lockdown restrictions that prevented tribal consumption experiences. Informed by Heidegger’s understanding of boredom as a fundamental mood tied to temporality, this research uses semi-structured interviews to identify two kinds of boredom – superficial and profound boredom – and their specific temporal dynamics. Superficial boredom is common and refers to a situational restlessness in which people desire distractions. In contrast, profound boredom refers to an existential discomfort in which people struggle with their sense of self, but ultimately can result in the discovery of tribal passions. We explain superficial boredom as a symptom of a dominant temporal regime that comprises connectivity and acceleration. Together these temporal logics fragment and compress time in ways that encourage mundane social media consumption that simply fills time. We also explain how profound boredom stems from an abundance of uninterrupted time spent in relative solitude. In extending Heidegger’s theory of boredom to analyse contemporary boredom in an era where digital technology is ubiquitous, our research contributes to consumer research’s understanding of mundane emotions and discusses what it means to be bored together.
{"title":"Mundane emotions: Losing yourself in boredom, time and technology","authors":"Stephen Murphy, Timothy R. Hill, P. McDonagh, Amanda Flaherty","doi":"10.1177/14705931221138617","DOIUrl":"https://doi.org/10.1177/14705931221138617","url":null,"abstract":"Marketing and consumer research has drawn attention to the positive and joyful emotional features of consumer tribes. However, research has little to say on boredom, an emotional state already prevalent in consumers’ lives, yet exacerbated during the COVID-19 pandemic due to lockdown restrictions that prevented tribal consumption experiences. Informed by Heidegger’s understanding of boredom as a fundamental mood tied to temporality, this research uses semi-structured interviews to identify two kinds of boredom – superficial and profound boredom – and their specific temporal dynamics. Superficial boredom is common and refers to a situational restlessness in which people desire distractions. In contrast, profound boredom refers to an existential discomfort in which people struggle with their sense of self, but ultimately can result in the discovery of tribal passions. We explain superficial boredom as a symptom of a dominant temporal regime that comprises connectivity and acceleration. Together these temporal logics fragment and compress time in ways that encourage mundane social media consumption that simply fills time. We also explain how profound boredom stems from an abundance of uninterrupted time spent in relative solitude. In extending Heidegger’s theory of boredom to analyse contemporary boredom in an era where digital technology is ubiquitous, our research contributes to consumer research’s understanding of mundane emotions and discusses what it means to be bored together.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49380404","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 : 2022-11-04DOI: 10.1177/14705931221137732
Sarah Schwarz, Christiane Aufschnaiter, A. Hemetsberger
The COVID-19 crisis has resulted in physical distancing regulations, disrupting traditional practices of establishing and maintaining social relationships. We draw attention to digital nomadism as a mature case of navigating sociality in uncertainty to investigate how the linking value of materiality establishes social proximity without geographic contiguity through physical, virtual, and imagined practices. Using Miller’s (1987) theory of materiality and triangulating data collected from in-depth interviews and netnography, this study details the material constitution of co-presence with others in physical distance. We propose that consumers oscillate between work—instrumental practices of signaling and curating—and play—emotional practices of belonging and indulging—to experience social linking across different spatial and temporal frameworks.
{"title":"Social linking practices across physical distance: The material constitution of sociality","authors":"Sarah Schwarz, Christiane Aufschnaiter, A. Hemetsberger","doi":"10.1177/14705931221137732","DOIUrl":"https://doi.org/10.1177/14705931221137732","url":null,"abstract":"The COVID-19 crisis has resulted in physical distancing regulations, disrupting traditional practices of establishing and maintaining social relationships. We draw attention to digital nomadism as a mature case of navigating sociality in uncertainty to investigate how the linking value of materiality establishes social proximity without geographic contiguity through physical, virtual, and imagined practices. Using Miller’s (1987) theory of materiality and triangulating data collected from in-depth interviews and netnography, this study details the material constitution of co-presence with others in physical distance. We propose that consumers oscillate between work—instrumental practices of signaling and curating—and play—emotional practices of belonging and indulging—to experience social linking across different spatial and temporal frameworks.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"65435992","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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