Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/10242
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Emancipation, Epiphany and Resistance: On the Underimagined and Overdetermined in Critical Marketing
Authors: Brownlie, Douglas
Contact Email: douglas.brownlie@stir.ac.uk
Issue Date: 2006
Publisher: Westburn Publishers with the Academy of Marketing and Taylor & Francis (Routledge)
Citation: Brownlie D (2006) Emancipation, Epiphany and Resistance: On the Underimagined and Overdetermined in Critical Marketing, Journal of Marketing Management, 22 (5-6), pp. 505-528.
Abstract: The emerging area of 'critical marketing' claims that the value of importing critical social theory lies in its capacity to interrogate the basic assumptions and conventions that guide research and teaching practice and collective institutional development within the marketing discipline. In her reviews of the character and status of critical marketing, Burton (2001, 2005) bemoans the slow development of critical discourse in marketing, attributing it to "[a] lack of a theoretical tradition and relatively poor knowledge of theoretical developments in other social sciences" (2001:737). She broadly asserts that emancipation from the structures and strictures that bind marketing scholars to normalised institutionalised logics, such as performative means-ends calculus and naïve scientism, should be the goal of a critical marketing project that seeks to redress the lack of critical theoretical discourse within the discipline. This paper considers the claimed liberatory potential of critmar, arguing that notions of emancipation are not only situated and utopian in character, but undermined by the politics of representation: this is another way of saying that if we are to realise the reflexive, de-naturalising goals of critmar, we must theorise social contexts of marketing knowledge production. The paper discusses how it might be that self-consciously motivated critical theorising in marketing could make it possible to see and say different things than we are accustomed to; to interrogate our understanding anew, perhaps revealing new insights, or reminding us of past insights now forgotten. In this way the paper explores critmar's aim to open up collective disciplinary space for new voices and new sources of disciplinary capital, encouraging a theoretical pluralism within marketing that draws on the wider social sciences.
Type: Journal Article
URI: http://hdl.handle.net/1893/10242
DOI Link: http://dx.doi.org/10.1362/026725706777978712
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Marketing and Retail Division

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