Pub Date : 2023-01-17DOI: 10.1080/0267257X.2022.2149609
Rebecca Mardon, Hayley Cocker, Kate L. Daunt
ABSTRACT Whilst social media influencers (SMIs) excel at establishing positive parasocial relationships with their followers, they can also provoke intense negative responses, as evidenced by the prevalence of SMI-focused anti-fan communities. Prior research does not explain how consumers’ parasocial relationships with SMIs become negatively charged, nor does it explain why this shift may fuel anti-fan community participation. Drawing from a netnographic study of two SMI anti-fan communities, we reveal that eroded reciprocal and disclosive intimacies, as well as exploitative commercial intimacies, can lead consumers’ positive parasocial relationships with SMIs to become negatively charged. We demonstrate that anti-fan communities provide opportunities for consumers reluctant to sever ties with the SMI to sustain their negative parasocial relationship by rebuilding eroded intimacies whilst avoiding and/or retaliating against their exploitation.
{"title":"When parasocial relationships turn sour: social media influencers, eroded and exploitative intimacies, and anti-fan communities","authors":"Rebecca Mardon, Hayley Cocker, Kate L. Daunt","doi":"10.1080/0267257X.2022.2149609","DOIUrl":"https://doi.org/10.1080/0267257X.2022.2149609","url":null,"abstract":"ABSTRACT Whilst social media influencers (SMIs) excel at establishing positive parasocial relationships with their followers, they can also provoke intense negative responses, as evidenced by the prevalence of SMI-focused anti-fan communities. Prior research does not explain how consumers’ parasocial relationships with SMIs become negatively charged, nor does it explain why this shift may fuel anti-fan community participation. Drawing from a netnographic study of two SMI anti-fan communities, we reveal that eroded reciprocal and disclosive intimacies, as well as exploitative commercial intimacies, can lead consumers’ positive parasocial relationships with SMIs to become negatively charged. We demonstrate that anti-fan communities provide opportunities for consumers reluctant to sever ties with the SMI to sustain their negative parasocial relationship by rebuilding eroded intimacies whilst avoiding and/or retaliating against their exploitation.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2023-01-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48580048","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-12DOI: 10.1080/0267257X.2022.2157462
S. Leek, Daniel Afoakwah
ABSTRACT This study examines the degree to which retailers’ lunch meal deal promotions meet the UK government’s One You campaign recommendation of 600 kcal for lunch. In parallel, the government are encouraging companies to reduce the calorie content of food and banning promotions encouraging overconsumption. Public policy intervention ladder models are used with upstream social marketing to consider how these government actions might affect companies and consumers’ freedom of choice. A census of the calories of lunch meal deal items in five stores was conducted to determine the degree to which they met the 600 kcal recommendation. 23% of lunch meal deals exceeded the 600 kcal guideline, and on average contained 10% more calories. Actions to reduce calorie content and their impact on stakeholders’ freedom are considered.
{"title":"Lunch meal deals contribution to overconsumption and use of the intervention ladder models to examine stakeholders’ potential actions to reduce calorie content","authors":"S. Leek, Daniel Afoakwah","doi":"10.1080/0267257X.2022.2157462","DOIUrl":"https://doi.org/10.1080/0267257X.2022.2157462","url":null,"abstract":"ABSTRACT This study examines the degree to which retailers’ lunch meal deal promotions meet the UK government’s One You campaign recommendation of 600 kcal for lunch. In parallel, the government are encouraging companies to reduce the calorie content of food and banning promotions encouraging overconsumption. Public policy intervention ladder models are used with upstream social marketing to consider how these government actions might affect companies and consumers’ freedom of choice. A census of the calories of lunch meal deal items in five stores was conducted to determine the degree to which they met the 600 kcal recommendation. 23% of lunch meal deals exceeded the 600 kcal guideline, and on average contained 10% more calories. Actions to reduce calorie content and their impact on stakeholders’ freedom are considered.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2023-01-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43961193","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-12DOI: 10.1080/0267257X.2022.2158906
Ali Razzaq, Wei Shao, S. Quach
ABSTRACT Meme marketing taps into the potential of digital culture. Despite considerable practitioner interest, meme marketing is under-researched. The present study aims to fulfil two purposes. First, to conceptualise meme marketing, we draw on speech act theory and the theory of consumption values to define meme marketing. On this basis, we differentiate meme marketing from relevant digital marketing constructs, including e-WOM, digital content marketing, and viral marketing. Second, to validate the proposed definition, we empirically perform a qualitative content analysis to taxonomize meme marketing speech acts. Based on the content analysis of 699 meme marketing posts, we found that meme marketing serves as a rich communication source, sending intentions of the brand through single (i.e. assertive, directive, expressive) as well as combined (i.e. assertive entailing expressive, assertive entailing directive) speech acts that provide customers with epistemic, emotional, and social values. Important theoretical and managerial implications for academic researchers and marketers are also discussed.
{"title":"Towards an understanding of meme marketing: conceptualisation and empirical evidence","authors":"Ali Razzaq, Wei Shao, S. Quach","doi":"10.1080/0267257X.2022.2158906","DOIUrl":"https://doi.org/10.1080/0267257X.2022.2158906","url":null,"abstract":"ABSTRACT Meme marketing taps into the potential of digital culture. Despite considerable practitioner interest, meme marketing is under-researched. The present study aims to fulfil two purposes. First, to conceptualise meme marketing, we draw on speech act theory and the theory of consumption values to define meme marketing. On this basis, we differentiate meme marketing from relevant digital marketing constructs, including e-WOM, digital content marketing, and viral marketing. Second, to validate the proposed definition, we empirically perform a qualitative content analysis to taxonomize meme marketing speech acts. Based on the content analysis of 699 meme marketing posts, we found that meme marketing serves as a rich communication source, sending intentions of the brand through single (i.e. assertive, directive, expressive) as well as combined (i.e. assertive entailing expressive, assertive entailing directive) speech acts that provide customers with epistemic, emotional, and social values. Important theoretical and managerial implications for academic researchers and marketers are also discussed.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2023-01-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41431007","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-09DOI: 10.1080/0267257X.2022.2158905
Chloe Steadman
ABSTRACT Whilst there is nascent literature surrounding researcher vulnerability, little is known about how memories and anticipations can elicit researcher vulnerabilities, and vulnerable academic writing can still be met with some scepticism. In this paper, I therefore provide an autoethnographic narrative of my encounters with researcher vulnerability during research into tattoos, time, and death. My tale revolves around three themes: Remembering vulnerabilities, (Un)anticipating vulnerabilities, and Fluctuating vulnerabilities. In doing so, I reveal not only how vulnerabilities can fluctuate through time and space, but also how past memories and future anticipations can stir present-day researcher vulnerabilities. Ultimately, I move beyond the ‘vulnerability as failure’ framing by helping to encourage an academic culture that celebrates being open about researcher vulnerability and writing more vulnerably.
{"title":"Remembering and anticipating researcher vulnerability: an autoethnographic tale","authors":"Chloe Steadman","doi":"10.1080/0267257X.2022.2158905","DOIUrl":"https://doi.org/10.1080/0267257X.2022.2158905","url":null,"abstract":"ABSTRACT Whilst there is nascent literature surrounding researcher vulnerability, little is known about how memories and anticipations can elicit researcher vulnerabilities, and vulnerable academic writing can still be met with some scepticism. In this paper, I therefore provide an autoethnographic narrative of my encounters with researcher vulnerability during research into tattoos, time, and death. My tale revolves around three themes: Remembering vulnerabilities, (Un)anticipating vulnerabilities, and Fluctuating vulnerabilities. In doing so, I reveal not only how vulnerabilities can fluctuate through time and space, but also how past memories and future anticipations can stir present-day researcher vulnerabilities. Ultimately, I move beyond the ‘vulnerability as failure’ framing by helping to encourage an academic culture that celebrates being open about researcher vulnerability and writing more vulnerably.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2023-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42690848","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-06DOI: 10.1080/0267257X.2022.2157864
Kyle Kubler
ABSTRACT The attention economy is often used to describe the market conditions of influencers on social media platforms. It suggests new economic logics and marketing strategies governed through accumulating attention. Critically examining this concept, this paper asks: how do influencers understand and manage attention on Instagram? Through 41 in-depth interviews with fitness influencers, this paper found that attention is not always desirable, nor the basis of new forms of economic logics. Further, as participants moved from working part-time to full-time in the online fitness industry, attention-mitigating strategies often replaced attention-seeking ones. This paper critically extends the concept of the attention economy and refocuses influencer marketing efforts on the contextual, rather than universal, use of attention.
{"title":"Influencers and the attention economy: the meaning and management of attention on Instagram","authors":"Kyle Kubler","doi":"10.1080/0267257X.2022.2157864","DOIUrl":"https://doi.org/10.1080/0267257X.2022.2157864","url":null,"abstract":"ABSTRACT The attention economy is often used to describe the market conditions of influencers on social media platforms. It suggests new economic logics and marketing strategies governed through accumulating attention. Critically examining this concept, this paper asks: how do influencers understand and manage attention on Instagram? Through 41 in-depth interviews with fitness influencers, this paper found that attention is not always desirable, nor the basis of new forms of economic logics. Further, as participants moved from working part-time to full-time in the online fitness industry, attention-mitigating strategies often replaced attention-seeking ones. This paper critically extends the concept of the attention economy and refocuses influencer marketing efforts on the contextual, rather than universal, use of attention.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2023-01-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46544395","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"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: 10.1080/0267257X.2022.2157038
Kendra Fowler, Veronica L. Thomas
ABSTRACT The interdisciplinary nature and rapidly expanding literature stream devoted to influencer marketing makes it difficult to stay abreast of the current research while simultaneously moving the field of knowledge forward. The goal of this article, then, is to take a look back, reviewing the disparate literature, in order to look ahead, guiding future research towards fruitful underexplored avenues of discovery. Using a framework-based scoping review, a retrospective examination of 150 articles is provided with emphasis on identifying publication trends, theories, contexts, constructs/concepts, and methodological approaches. These findings allow for a thorough discussion of gaps in extant knowledge, emerging themes and trends, and directions for future research. As such, this review provides a sound theoretical and practical basis for continued development within the field.
{"title":"Influencer marketing: a scoping review and a look ahead","authors":"Kendra Fowler, Veronica L. Thomas","doi":"10.1080/0267257X.2022.2157038","DOIUrl":"https://doi.org/10.1080/0267257X.2022.2157038","url":null,"abstract":"ABSTRACT The interdisciplinary nature and rapidly expanding literature stream devoted to influencer marketing makes it difficult to stay abreast of the current research while simultaneously moving the field of knowledge forward. The goal of this article, then, is to take a look back, reviewing the disparate literature, in order to look ahead, guiding future research towards fruitful underexplored avenues of discovery. Using a framework-based scoping review, a retrospective examination of 150 articles is provided with emphasis on identifying publication trends, theories, contexts, constructs/concepts, and methodological approaches. These findings allow for a thorough discussion of gaps in extant knowledge, emerging themes and trends, and directions for future research. As such, this review provides a sound theoretical and practical basis for continued development within the field.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2023-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42039000","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/0267257X.2023.2174165
Chloe Preece, Laryssa Whittaker
ABSTRACT Borrowing from computing via media art, we introduce the concept of ‘glitch’ pedagogy to insert unexpected tension into the marketing curriculum, offering learners a glimpse into the underlying ideological structures of neoliberal higher education and opening up spaces of resistance and affirmation. We draw on neoliberal, marketised educational discourses and the bureaucratic systems they engender to illustrate glitches within the employability agenda, providing students conceptual space to leverage the contradictions and inequalities implicit in this agenda. As a genre of post-critical pedagogy, we argue that glitch pedagogy can move us beyond some of the noted dualisms of critical pedagogy to recognise the complexity of students’ emotional investments, in particular socio-cultural and political positions by way of affective relations.
{"title":"Towards glitch pedagogy","authors":"Chloe Preece, Laryssa Whittaker","doi":"10.1080/0267257X.2023.2174165","DOIUrl":"https://doi.org/10.1080/0267257X.2023.2174165","url":null,"abstract":"ABSTRACT Borrowing from computing via media art, we introduce the concept of ‘glitch’ pedagogy to insert unexpected tension into the marketing curriculum, offering learners a glimpse into the underlying ideological structures of neoliberal higher education and opening up spaces of resistance and affirmation. We draw on neoliberal, marketised educational discourses and the bureaucratic systems they engender to illustrate glitches within the employability agenda, providing students conceptual space to leverage the contradictions and inequalities implicit in this agenda. As a genre of post-critical pedagogy, we argue that glitch pedagogy can move us beyond some of the noted dualisms of critical pedagogy to recognise the complexity of students’ emotional investments, in particular socio-cultural and political positions by way of affective relations.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45546061","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/0267257X.2022.2157461
L. Gurrieri, Fiona Finn
ABSTRACT We introduce a feminist pedagogical approach to marketing education through designing gender transformative advertising pedagogy, to promote diversity, ethics and gender justice in the classroom towards developing more inclusive industry practice and cultures. We detail how this was implemented through feminist praxis and a problem-based learning assessment task. Our analysis highlights that the feminist classroom raises consciousness of sexist advertising which can awaken students to unconscious gender biases. Further, we demonstrate how gender transformative advertising pedagogy encourages students to confront representational conventions of gender, with students aiming to portray diverse subjectivities yet struggling to transform femininity and relying on more ‘palatable’ forms of masculinity. Finally, we make the case for the marketing classroom as a site for gender justice, where through incremental action students come to link gendered structures with marketing practices and become equipped to act as agents of feminist change in and beyond the classroom.
{"title":"Gender transformative advertising pedagogy: promoting gender justice through marketing education","authors":"L. Gurrieri, Fiona Finn","doi":"10.1080/0267257X.2022.2157461","DOIUrl":"https://doi.org/10.1080/0267257X.2022.2157461","url":null,"abstract":"ABSTRACT We introduce a feminist pedagogical approach to marketing education through designing gender transformative advertising pedagogy, to promote diversity, ethics and gender justice in the classroom towards developing more inclusive industry practice and cultures. We detail how this was implemented through feminist praxis and a problem-based learning assessment task. Our analysis highlights that the feminist classroom raises consciousness of sexist advertising which can awaken students to unconscious gender biases. Further, we demonstrate how gender transformative advertising pedagogy encourages students to confront representational conventions of gender, with students aiming to portray diverse subjectivities yet struggling to transform femininity and relying on more ‘palatable’ forms of masculinity. Finally, we make the case for the marketing classroom as a site for gender justice, where through incremental action students come to link gendered structures with marketing practices and become equipped to act as agents of feminist change in and beyond the classroom.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44830047","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/0267257X.2023.2174166
Mona Moufahim, T. Heath, L. O’Malley, K. Casey, J. Denegri-Knott, A. Kuruoglu, I. Pavlopoulou, Anuja Pradhan
ABSTRACT Through five empirical accounts of critical teaching practices, this note addresses how we can teach and seeks to understand the strategies and approaches employed by marketing scholars to incorporate critical and moral reflection into the marketing curriculum, and be more critical and imaginative in reshaping marketing practices in the face of current challenges. The pedagogic examples offered acknowledge the powerful potential of the marketing classroom in developing critical and creative mindsets of future leaders and practitioners. These illustrations of the passion and creativity of marketing teachers can inspire colleagues to experiment with and develop their ideas in the classroom, and offer a model for sharing experiences that we hope may encourage more colleagues to do likewise.
{"title":"Teaching note – Critical pedagogies: practical examples from the marketing classroom","authors":"Mona Moufahim, T. Heath, L. O’Malley, K. Casey, J. Denegri-Knott, A. Kuruoglu, I. Pavlopoulou, Anuja Pradhan","doi":"10.1080/0267257X.2023.2174166","DOIUrl":"https://doi.org/10.1080/0267257X.2023.2174166","url":null,"abstract":"ABSTRACT Through five empirical accounts of critical teaching practices, this note addresses how we can teach and seeks to understand the strategies and approaches employed by marketing scholars to incorporate critical and moral reflection into the marketing curriculum, and be more critical and imaginative in reshaping marketing practices in the face of current challenges. The pedagogic examples offered acknowledge the powerful potential of the marketing classroom in developing critical and creative mindsets of future leaders and practitioners. These illustrations of the passion and creativity of marketing teachers can inspire colleagues to experiment with and develop their ideas in the classroom, and offer a model for sharing experiences that we hope may encourage more colleagues to do likewise.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48527108","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/0267257X.2023.2187539
T. Heath, Mona Moufahim, L. O’Malley
This special issue shines a light on critical scholarship in marketing education by curating both theorisations and innovative practices. Frustrated with the prevalence of standardised and self-serving representations of marketing, our intention is to amplify voices that problematise accepted wisdom in the field. Importantly, we move away from a critique of the marketing logic per se to celebrate novel approaches in its pedagogy built upon a broad understanding of our role as educators and of the transformative potential that this role holds. The manuscripts published here showcase impressive efforts to denaturalise (Fournier & Grey, 2000) marketing in the classroom, and bring attention to the fortitude and creativity that they evince. Creativity and critique are, at first glance, opposites. The first spins stories; the second picks them apart. In creating, we let our imaginations take flight. In critique we demand explanations for every step. When looked at more closely, however, the two processes are joined at the hip. Oft-repeated advice on writing, such as ‘write drunk; edit sober’ and ‘kill your darlings’ (attributed to Ernest Hemingway and William Faulkner respectively, in each case apparently wrongly), speaks to the need to balance the creative imagination with a clear-headed and sometimes harsh critique of one’s own work. Likewise, creative vision in business, if uncoupled from a critical analysis of that vision’s weaknesses, can yield the harms inflicted by Elizabeth Holmes and Sam Bankman-Fried in desperately trying to bend reality to fit their dreams. Reflexivity, a form of self-directed critique, is fundamental in the process of knowledge creation. Conversely, critique can barely get started without a significant amount of imaginative, and creative thought. To ask ‘Why is it this way?’ is always, in part, to imagine it could be different. Furthermore, explicitly telling a different story about the phenomenon under study can elevate criticism above merely complaining into something capable of creating transformation. Hence, the production of new understandings requires a dialectical relationship between creativity and criticality (as well as observation and existing knowledge). We move forward by critiquing what we see in the world, creating imaginative new possibilities and then critiquing those creations. This is equally true for researchers, teachers and learners. We believe that there are admirable examples of these elements in the projects presented in this special issue and are delighted to share these with the reader.
{"title":"Critical and creative marketing pedagogies: confronting rhetoric, addressing inequality, inspiring change","authors":"T. Heath, Mona Moufahim, L. O’Malley","doi":"10.1080/0267257X.2023.2187539","DOIUrl":"https://doi.org/10.1080/0267257X.2023.2187539","url":null,"abstract":"This special issue shines a light on critical scholarship in marketing education by curating both theorisations and innovative practices. Frustrated with the prevalence of standardised and self-serving representations of marketing, our intention is to amplify voices that problematise accepted wisdom in the field. Importantly, we move away from a critique of the marketing logic per se to celebrate novel approaches in its pedagogy built upon a broad understanding of our role as educators and of the transformative potential that this role holds. The manuscripts published here showcase impressive efforts to denaturalise (Fournier & Grey, 2000) marketing in the classroom, and bring attention to the fortitude and creativity that they evince. Creativity and critique are, at first glance, opposites. The first spins stories; the second picks them apart. In creating, we let our imaginations take flight. In critique we demand explanations for every step. When looked at more closely, however, the two processes are joined at the hip. Oft-repeated advice on writing, such as ‘write drunk; edit sober’ and ‘kill your darlings’ (attributed to Ernest Hemingway and William Faulkner respectively, in each case apparently wrongly), speaks to the need to balance the creative imagination with a clear-headed and sometimes harsh critique of one’s own work. Likewise, creative vision in business, if uncoupled from a critical analysis of that vision’s weaknesses, can yield the harms inflicted by Elizabeth Holmes and Sam Bankman-Fried in desperately trying to bend reality to fit their dreams. Reflexivity, a form of self-directed critique, is fundamental in the process of knowledge creation. Conversely, critique can barely get started without a significant amount of imaginative, and creative thought. To ask ‘Why is it this way?’ is always, in part, to imagine it could be different. Furthermore, explicitly telling a different story about the phenomenon under study can elevate criticism above merely complaining into something capable of creating transformation. Hence, the production of new understandings requires a dialectical relationship between creativity and criticality (as well as observation and existing knowledge). We move forward by critiquing what we see in the world, creating imaginative new possibilities and then critiquing those creations. This is equally true for researchers, teachers and learners. We believe that there are admirable examples of these elements in the projects presented in this special issue and are delighted to share these with the reader.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43668735","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：