This paper aims to introduce to marketing a discourse analytical framework on which future qualitative marketing research can draw.
The methodology is to utilize Michel Foucault's works and the discourse theory of Ernesto Laclau and Chantal Mouffe.
A discourse analytical framework for qualitative marketing research consisting of six central concepts – turning points, problematizations, articulations, nodal points, hegemony and deconstruction – is outlined.
The discourse analytical framework outlined can be used in future qualitative marketing research. It is mainly of value to marketing researchers.
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