By Chris Hackley
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Extra resources for Marketing and Social Construction: Exploring the Rhetorics of Managed Consumption (Routledge Interpretive Market Research Series)
In the last fifteen years a revolution has taken place in social psychology. This revolution, sometimes known as the ‘Crisis in Social Psychology’ (Elms, 1975) was the consequence of deep dissatisfaction with the state of research and theory. Works like Harré and Secord (1972), Israel and Tajfel (1972), Gergen (1973) and McGuire (1973) asked fundamental questions about the nature of the discipline and, in particular, about its strongly positivistic reliance on experiments as the main research method.
Marketing management’s implicit sense of codified practical skill is a self-referential myth preserved within a set of ideologically driven truisms. The mainstream vision of marketing expertise uses language in rhetorically sophisticated ways but self-conscious reflection on these uses is largely disallowed. Marketing is, I think, very interesting, but not because it represents a codified regime of technical managerial skill and a sophisticated psychology of expertise marshalling technologies of consumer control.
Broadly speaking, this managerialism conceives marketing as a technical discipline serving the apparent interests of managers and commercial organisations. In this book I try, among other things, to use social constructionist themes to focus on the ways in which such positions are worked up to privilege certain interests and to marginalise others. I don’t intend a detailed analysis of the discourse of marketing professionals. That is being done very effectively elsewhere (Svensson, 2000). I intend to try to broaden marketing’s intellectual agenda by using social constructionism as a device to point up the narrowness of much of marketing’s internal critical debates and to draw attention to the rich intellectual resources which already exist at the interpretive periphery of research in marketing.
Marketing and Social Construction: Exploring the Rhetorics of Managed Consumption (Routledge Interpretive Market Research Series) by Chris Hackley