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":"23 1","pages":"33 - 57"},"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":"23 1","pages":"295 - 320"},"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":"23 1","pages":"275 - 293"},"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":"23 1","pages":"321 - 342"},"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}
Pub Date : 2022-11-03DOI: 10.1177/14705931221137729
Ignacio Luri, Ashok Kumar Kaliyamurthy, M. Farmer
In this conceptual article, we outline a process through which some technology entrepreneurs come to be viewed as heroes in the public’s eye. We argue that market heroism relies on top-down narratives of imagined future utopias that combine with bottom-up consumer desire for those utopias. While extant marketing theory has typically focused on imagination of products and consumption, we expand the conversation by highlighting the importance of consumer imagination for an idealized future time. The relevance of our process to consumer behavior lies with the potential for products and services to indirectly represent that imagined future time. Synthesizing work in and beyond marketing, we map out a process by which technology entrepreneurs attempt to enlist the participation of consumers, media, and the state into their visions of social and market progress. In doing so, we bring critical attention to the effect of heroic discourses of technological utopias and the ideological ground that supports and enables such discourses.
{"title":"“Sometime in the future”—The technology entrepreneur as utopian market hero","authors":"Ignacio Luri, Ashok Kumar Kaliyamurthy, M. Farmer","doi":"10.1177/14705931221137729","DOIUrl":"https://doi.org/10.1177/14705931221137729","url":null,"abstract":"In this conceptual article, we outline a process through which some technology entrepreneurs come to be viewed as heroes in the public’s eye. We argue that market heroism relies on top-down narratives of imagined future utopias that combine with bottom-up consumer desire for those utopias. While extant marketing theory has typically focused on imagination of products and consumption, we expand the conversation by highlighting the importance of consumer imagination for an idealized future time. The relevance of our process to consumer behavior lies with the potential for products and services to indirectly represent that imagined future time. Synthesizing work in and beyond marketing, we map out a process by which technology entrepreneurs attempt to enlist the participation of consumers, media, and the state into their visions of social and market progress. In doing so, we bring critical attention to the effect of heroic discourses of technological utopias and the ideological ground that supports and enables such discourses.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"23 1","pages":"99 - 118"},"PeriodicalIF":0.0,"publicationDate":"2022-11-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42699191","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 : 2022-11-02DOI: 10.1177/14705931221137730
Gregorio Fuschillo, Simona D’Antone
How does solidarity gel together disjointed entities in a web of social relations? This study examines how solidarity catalyzes unconnected entities (people, things, and institutions) in a consumption network by analyzing Spesasospesa.org, an Italian consumption network that was developed during lockdowns resulting from Covid-19. We find that solidarity enables the emergence of this network because of three main practices: (1) synchronization, (2) appropriation, and (3) narration. Solidarity has typically been depicted in the consumer culture literature as a given trait of consumer collectives, but our study shows that solidarity in fact plays a key role in gelling social links at the nexus of antistructure and structure. Therefore, our research extends past literature on consumer sociality by unveiling the role that entrained solidarity plays in the emergence of consumption networks in times of social distancing.
{"title":"Consumption networks in times of social distancing: Towards entrained solidarity","authors":"Gregorio Fuschillo, Simona D’Antone","doi":"10.1177/14705931221137730","DOIUrl":"https://doi.org/10.1177/14705931221137730","url":null,"abstract":"How does solidarity gel together disjointed entities in a web of social relations? This study examines how solidarity catalyzes unconnected entities (people, things, and institutions) in a consumption network by analyzing Spesasospesa.org, an Italian consumption network that was developed during lockdowns resulting from Covid-19. We find that solidarity enables the emergence of this network because of three main practices: (1) synchronization, (2) appropriation, and (3) narration. Solidarity has typically been depicted in the consumer culture literature as a given trait of consumer collectives, but our study shows that solidarity in fact plays a key role in gelling social links at the nexus of antistructure and structure. Therefore, our research extends past literature on consumer sociality by unveiling the role that entrained solidarity plays in the emergence of consumption networks in times of social distancing.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"23 1","pages":"343 - 364"},"PeriodicalIF":0.0,"publicationDate":"2022-11-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43780171","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 : 2022-11-02DOI: 10.1177/14705931221137374
Marie-Catherine Paquier, Sophie Morin-Delerm, F. Pecot
This paper addresses the question of the resources that consumers rely on when faced with products that communicate very little. When consumers purchase items from Christian abbeys, this question is particularly significant given that these organizations, while sharing a common history, are spatially dispersed. Through qualitative interviews with purchasers of monastic products, our research confirms the contagion process from products’ origin to consumers, and proposes the new concept of World of Origin (WOO), a cloud-like representation serving as an extrinsic source of meaning and acting as a substitute for strong brand narratives. Distinct from Country of Origin, terroir, brand aura, and heritage, WOO is an addition to the marketing conceptual toolbox, facilitating a thinner grain analysis of consumption phenomena. The contagious power of WOO enriches the research on the context’s influence and enables a discussion of the consequences of consumers themselves creating embellished or even false inventions of the past.
{"title":"World of origin: The contagious ingredient of monastic products","authors":"Marie-Catherine Paquier, Sophie Morin-Delerm, F. Pecot","doi":"10.1177/14705931221137374","DOIUrl":"https://doi.org/10.1177/14705931221137374","url":null,"abstract":"This paper addresses the question of the resources that consumers rely on when faced with products that communicate very little. When consumers purchase items from Christian abbeys, this question is particularly significant given that these organizations, while sharing a common history, are spatially dispersed. Through qualitative interviews with purchasers of monastic products, our research confirms the contagion process from products’ origin to consumers, and proposes the new concept of World of Origin (WOO), a cloud-like representation serving as an extrinsic source of meaning and acting as a substitute for strong brand narratives. Distinct from Country of Origin, terroir, brand aura, and heritage, WOO is an addition to the marketing conceptual toolbox, facilitating a thinner grain analysis of consumption phenomena. The contagious power of WOO enriches the research on the context’s influence and enables a discussion of the consequences of consumers themselves creating embellished or even false inventions of the past.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"23 1","pages":"385 - 409"},"PeriodicalIF":0.0,"publicationDate":"2022-11-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49006893","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 : 2022-11-02DOI: 10.1177/14705931221137733
P. Haynes
Georg Simmel depicts money as an evolving entity that will continue to evolve to a state of ‘perfect money’ disconnected from any external guarantor of value. This article examines some of the different approaches to substantial value underpinning money, suggesting that they represent different types of fictional underwriting. Money is then contrasted with cryptocurrency, suggesting that their respective value is not only derived from different fictions but from different standards of value as major and minor currency. This analysis suggests that far from evolving into a fully abstract and functional instrument for creating stable social relationships, the divergence in currencies and currency fictions is a force for overturning such ‘expedient’ stability.
Georg Simmel将货币描述为一个不断发展的实体，它将继续发展到一种与任何外部价值担保人脱节的“完美货币”状态。本文考察了一些不同的实质价值支撑资金的方法，表明它们代表了不同类型的虚构承销。然后将货币与加密货币进行对比，表明它们各自的价值不仅来源于不同的虚构，而且来源于作为主要货币和次要货币的不同价值标准。这一分析表明，货币和货币虚构的分歧非但没有演变成一种完全抽象和实用的工具来创造稳定的社会关系，反而是推翻这种“权宜之计”稳定的力量。
{"title":"Money is no object: Money, cryptocurrency, fiction","authors":"P. Haynes","doi":"10.1177/14705931221137733","DOIUrl":"https://doi.org/10.1177/14705931221137733","url":null,"abstract":"Georg Simmel depicts money as an evolving entity that will continue to evolve to a state of ‘perfect money’ disconnected from any external guarantor of value. This article examines some of the different approaches to substantial value underpinning money, suggesting that they represent different types of fictional underwriting. Money is then contrasted with cryptocurrency, suggesting that their respective value is not only derived from different fictions but from different standards of value as major and minor currency. This analysis suggests that far from evolving into a fully abstract and functional instrument for creating stable social relationships, the divergence in currencies and currency fictions is a force for overturning such ‘expedient’ stability.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-11-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49115855","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 : 2022-11-01DOI: 10.1177/14705931221137375
B. Canavan
This paper explores inauthenticity in the context of the Gems TV shopping channel using existential phenomenology. Objectively, subjectively and performatively Gems TV fails to convincingly stage a sense of authenticity. This is a televisual format featuring clearcut commercialism, obscure gemstones and opaque verification. Insincere screen performances are not only entertaining, but shoddiness and unpredictability of programming provides backstage glimpses that paradoxically stimulate fantasies of authenticity. Moments of intrapersonal and interpersonal connection arise around viewing. Accordingly, research into the neglected side of the authenticity-inauthenticity dialectic demonstrates that the latter may be a miasma of meanings as complex, contradictory and evocative as the former.
{"title":"A diamond in the rough: Inauthenticity and Gems TV","authors":"B. Canavan","doi":"10.1177/14705931221137375","DOIUrl":"https://doi.org/10.1177/14705931221137375","url":null,"abstract":"This paper explores inauthenticity in the context of the Gems TV shopping channel using existential phenomenology. Objectively, subjectively and performatively Gems TV fails to convincingly stage a sense of authenticity. This is a televisual format featuring clearcut commercialism, obscure gemstones and opaque verification. Insincere screen performances are not only entertaining, but shoddiness and unpredictability of programming provides backstage glimpses that paradoxically stimulate fantasies of authenticity. Moments of intrapersonal and interpersonal connection arise around viewing. Accordingly, research into the neglected side of the authenticity-inauthenticity dialectic demonstrates that the latter may be a miasma of meanings as complex, contradictory and evocative as the former.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"23 1","pages":"367 - 384"},"PeriodicalIF":0.0,"publicationDate":"2022-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48047113","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 : 2022-10-31DOI: 10.1177/14705931221137734
Georgios Patsiaouras, James A. Fitchett
Considering the inherently divisive legacy of political (anti)heroes, marketing scholars have paid limited attention to the construction of heroic political profiles and institutions. Accordingly, this study seeks to provide an original and thorough analysis on how two 20th century political (anti)heroes have been manufactured and shaped through early and contemporary forms of marketing practice. Adopting a historical perspective and focussing on the political profiles of Joseph Stalin and Margaret Thatcher, the aim of the paper is threefold. Firstly, we show the involvement of propaganda and marketing practice behind the emergence of heroic profiles and we highlight their impact to the construction of hero institutions. Secondly, we critically discuss the role of State propaganda and marketing forces in the shaping, maintenance and communication of collective heroic discourses aiming to strengthen the ideological underpinnings of these heroic institutions. Finally, we provide novel insights on the underexamined role of marketing practice as agent of social-political change behind the rise of political forces that shape government policy, marketplaces and consumer cultures.
{"title":"Red Tsars and Iron Ladies: Exploring the role of marketing forces in the construction of political heroism","authors":"Georgios Patsiaouras, James A. Fitchett","doi":"10.1177/14705931221137734","DOIUrl":"https://doi.org/10.1177/14705931221137734","url":null,"abstract":"Considering the inherently divisive legacy of political (anti)heroes, marketing scholars have paid limited attention to the construction of heroic political profiles and institutions. Accordingly, this study seeks to provide an original and thorough analysis on how two 20th century political (anti)heroes have been manufactured and shaped through early and contemporary forms of marketing practice. Adopting a historical perspective and focussing on the political profiles of Joseph Stalin and Margaret Thatcher, the aim of the paper is threefold. Firstly, we show the involvement of propaganda and marketing practice behind the emergence of heroic profiles and we highlight their impact to the construction of hero institutions. Secondly, we critically discuss the role of State propaganda and marketing forces in the shaping, maintenance and communication of collective heroic discourses aiming to strengthen the ideological underpinnings of these heroic institutions. Finally, we provide novel insights on the underexamined role of marketing practice as agent of social-political change behind the rise of political forces that shape government policy, marketplaces and consumer cultures.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"23 1","pages":"119 - 140"},"PeriodicalIF":0.0,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44775440","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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