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This paper aims to introduce to marketing a discourse analytical framework on which future qualitative marketing research can draw.
Abstract
Purpose
This paper aims to introduce to marketing a discourse analytical framework on which future qualitative marketing research can draw.
Design/methodology/approach
The methodology is to utilize Michel Foucault's works and the discourse theory of Ernesto Laclau and Chantal Mouffe.
Findings
A discourse analytical framework for qualitative marketing research consisting of six central concepts – turning points, problematizations, articulations, nodal points, hegemony and deconstruction – is outlined.
Originality/value
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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This article evaluates critically the meta‐narrative that a powerful, expansive, hegemonic and totalising market sphere is penetrating deeper into each and every corner of…
Abstract
This article evaluates critically the meta‐narrative that a powerful, expansive, hegemonic and totalising market sphere is penetrating deeper into each and every corner of everyday life in the ‘advanced market economies’. Drawing theoretical inspiration from an emerging corpus of post structuralist thought that has begun to re‐read the mean ing of work, this dom i nant dis course is here challenged by re‐evaluating the nature and trajectories of work. This will reveal that the organisation of work is grounded in a plurality of economic practices of which market work represents only one segment. Nor is any evidence identified of a uni‐dimensional and linear trajectory towards a hegemonic market. In the final section, therefore, it is shown to be now necessary to engage in a politics of re‐representation of work in these so‐called ‘market’ societies so as to open them up to re‐signification.
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Geert De Neve, Peter Luetchford and Jeffrey Pratt
The first theme is the “problem” of personal relations in the economy. Under neo-liberalism the Market is treated as universal, a trans-historical and trans-cultural entity; it is…
Abstract
The first theme is the “problem” of personal relations in the economy. Under neo-liberalism the Market is treated as universal, a trans-historical and trans-cultural entity; it is naturalised and reified, rather than thought of as a set of social relations; it is treated as a given rather than the result of a historical process with complex social actors. This view of the Market dovetails with a particular understanding of the individual, as driven primarily by a (universal and naturalised) desire to maximise material well-being and seek out value for money, while an “invisible hand,” rather than known personal needs, provides the mechanism to relate supply to demand.
Jiani Jiang, Bruce A. Huhmann and Michael R. Hyman
The purpose of this paper is to investigate masculinity in Chinese social media marketing for global luxury fashion brands through two studies.
Abstract
Purpose
The purpose of this paper is to investigate masculinity in Chinese social media marketing for global luxury fashion brands through two studies.
Design/methodology/approach
Study 1 compares physical characteristics of males in visually oriented US (Instagram) and Chinese (Weibo) social media posts promoting global luxury fashion magazine brands (e.g. Vogue, Cosmopolitan, GQ and Esquire). Study 2 examines the prevalence of and Chinese consumers’ responses (reposts, comments and likes) to different masculinities depicted in luxury fashion brand-sponsored Weibo posts.
Findings
Male portrayals for Chinese audiences feature more characteristics associated with emerging East Asian hybrid masculinities – “Little Fresh Meat” (LFM) and “Old Grilled Meat” (OGM) – than associated with global or regional hegemonic masculinity (i.e. the scholarly Wén and action-oriented Wu). Wén remains common in social media posts for luxury fashion goods, but LFM and OGM engender more consumer responses.
Practical implications
Chinese luxury fashion marketing depicts masculinity more similarly to other East Asian marketing than to Western marketing. Some luxury fashion brands are struggling for acceptance among Chinese youth. Luxury fashion marketers should incorporate hybrid rather than hegemonic masculinities to prompt more favorable responses among Chinese consumers, especially younger female target markets.
Originality/value
Growing female occupational and consumer power and shifting male employment from blue-collar to white-collar jobs have influenced media portrayals of masculinity. Social media marketing for luxury fashion brands demonstrates the prevalence and appeal of hybrid masculinities in China.
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Jennifer Jihye Chun and Yang-Sook Kim
In this chapter, we examine the multifaceted challenges that feminist labor organizations face in decommodifying the lives and labor of poor and working-class women. Using an…
Abstract
In this chapter, we examine the multifaceted challenges that feminist labor organizations face in decommodifying the lives and labor of poor and working-class women. Using an in-depth case study of domestic worker organizing in South Korea, we find that non-governmental organizations (NGOs) such as the National House Managers Cooperative and the Korean Women Workers Association became entangled in hegemonic state projects that linked support for women’s basic livelihoods to the proliferation of part-time, informal domestic work in the context of widespread crises. To challenge the discriminatory and market-driven logics of state-driven social protection efforts, these NGOs have advanced an emancipatory agenda to improve the working conditions, labor rights, and social dignity of domestic workers through consciousness-raising grassroots organizing methods and contentious policy advocacy campaigns. Their social movement transformation goals, however, have been constrained by the relative organizational isolation and limited organizational capacity of feminist labor NGOs in a broader context of neoliberal precaritization and gender-stratified labor markets. The myriad dilemmas facing domestic worker organizing in an era of global hegemonic market rule highlight the need to develop new political imaginaries to contest gender and economic injustice.
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Kelum Jayasinghe and Danture Wickramasinghe
The purpose of this paper is to present empirical evidence on how and why a poor rural community is engaged in certain calculative practices, and how these are embedded in a…
Abstract
Purpose
The purpose of this paper is to present empirical evidence on how and why a poor rural community is engaged in certain calculative practices, and how these are embedded in a “total institution” defined in terms of “relations of production” and “relations in production”.
Design/methodology/approach
Focusing on the traditional fishing industry in the Sri Lankan village of Kalamatiya, this study employs a qualitative, ethnographic methodology to collect and analyse data.
Findings
The underlying calculative practices are shown to resemble an articulated mode of production fabricated with some heterogeneous complexities, especially patronage relations, village cultures, and local capital and political power, rather than mere economic rationalities.
Originality/value
The paper argues that the notions of the “total institution” and the “articulated MOP” can inform accounting researchers to conceptualise research sites beyond the organisation as a novel “field” for empirical studies.
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The recent pandemic disrupted the way in which businesses transact with each other. In response to maintaining cleanliness in business-to-business (B2B) settings, artificial…
Abstract
Purpose
The recent pandemic disrupted the way in which businesses transact with each other. In response to maintaining cleanliness in business-to-business (B2B) settings, artificial intelligence (AI)-enabled robots have been adopted as substitutes for cleaning personnel, yet their implications remain largely underexamined. This study aims to examine B2B buyer responses to cleaning information notices (human vs AI-enabled agent) placed at either the entry to the premises or the sales counter, thereby adding to the nascent literature in this line of inquiry.
Design/methodology/approach
Three field experiments were conducted across diverse B2B businesses (wholesalers in Studies 1–2 and a commercial business in Study 3). To achieve greater empirical rigor and generalizability, this research used diverse stimuli across different B2B settings. In addition, the results ruled out alternate explanations and shed light upon political ideology as a boundary condition. Finally, a single-paper meta-analysis confirmed H1, consolidating the established effect.
Findings
Featuring over 1,000 B2B buyers, the results show that politically liberal B2B buyers express greater preference for human over AI-performed cleaning while labor-orientated buyers are indifferent. Importantly, this effect is driven by greater relaxation associated with humans, which in turn, increases their future patronage and referral intent.
Originality/value
The results enrich the collective knowledge of the adoption of AI-enabled robots, reinforcing for marketing practitioners and businesses that the reliance on human-based outcomes remains a preferred touchpoint in B2B settings, particularly for liberals.
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Lars Thøger Christensen, Simon Torp and A. Fuat Firat
The purpose of this paper is to demonstrate that, under conditions of postmodernity, the market is too complex to be responded to with an IMC‐framework. While the desire of IMC…
Abstract
Purpose
The purpose of this paper is to demonstrate that, under conditions of postmodernity, the market is too complex to be responded to with an IMC‐framework. While the desire of IMC scholars and practitioners to reinstate order and predictability in an increasingly disordered and fragmented world is understandable, such a mission may be misguided. The paper seeks to discuss the possibility that such attempts instead precipitate the production of complexity of an even more unpredictable nature.
Design/methodology/approach
The paper proceeds through a critical juxtaposition of postmodernity and IMC, arguing that the latter – with its ambition to impose order and control – fails to understand important dimensions of contemporary markets.
Findings
Rather than imposing a monological and hegemonic identity on markets and organizations – an identity that will unavoidably be challenged by consumers and employees – contemporary marketers and managers need to realize that organizational change and adaptability presuppose openness to variety, difference and polyphony.
Research limitations/implications
Although organizations, just like individuals, need a coherent narrative, polyphony promotes shared understandings and involvement and permits a kind of collective ownership that cannot be attained through the simple application of one‐way managerial models that claim consistency and coherence without founding it in the life‐world of the receiver.
Originality/value
Postmodern communication cannot adhere tightly to principles of IMC. Instead, openness towards fluidity and a certain degree of indeterminacy must be nurtured if organizations wish to cope with the postmodern world. Along with tolerance toward variety, organizations need to develop a tolerance for meanings negotiated together with consumer communities, such as brand communities, in the market.
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Myron T. Strong and Erma Lawson
This paper explores masculinity ideologies which influence family perspectives, and therefore, instigate mental distress among Black and White men between the ages of 18–30.
Abstract
Purpose
This paper explores masculinity ideologies which influence family perspectives, and therefore, instigate mental distress among Black and White men between the ages of 18–30.
Design
Using a grounded theory approach, 30 in-depth interviews were conducted to explore the social construction of masculinity and investigate the ways in which gender ideologies influence family gender roles.
Findings
Black men’s gender ideology was influenced by racial identity and stressed a communal and collaborative identity which can be seen by the reliance on religion and maintaining family financial stability. White employed a pragmatic, individual perspective that emphasized individual behavior in a changing society. They embraced evolving discourses necessary to cope with changing family structure and refocused attention from family of origin conflict.
Research limitations/implications
Though this is a qualitative study, it does provide a starting point for further research on how the family roles of Black and White men affect their mental health.
Originality/value
Few studies have employed a racial comparison research design to investigate mental distress associated with gender ideologies. The paper suggests that moving forward will require, as Black men suggested, adopting a critical racial sociology of gender that emphasizes processes and social structure. Analyzing manhood acts through the lens of social marginality, identity work to claim membership in the male group, and the identification of characteristics to maintain male privileges vis-à-vis women may prove to be useful. Focusing on process allows an exploration of social forces that influence masculinity, gendered household ideologies, and mental health.
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