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More pluralistic approaches have recently emerged in entrepreneurship, yet the discipline remains disinterested in the ideological influences underpinning its research and teaching practices. Following Louis Althusser’s work on interpellation, the process by which ideology enrols and consummates its subjects, the chapter examines the interpellation of entrepreneurship-as-practice researchers and draws attention to the powerful nature of ideology. Critical reflexivity is put forward as an exercise to explore the researchers’ beliefs and identity and to tease out their relationship with the discipline. Finally, using three autoethnographic accounts, the chapter argues that the boundaries of the entrepreneurship discipline can only be shifted if and when researchers learn to recognise themselves as ‘the person in the mirror’. The reflexive spotlight also allows researchers to spot ideological breaks and engage in acts of ‘ideological resistance’.

This study aims to explore how a postmodern tribe enacts and re-interprets ideologies as a part of consumers’ collective experience, to enhance our understanding of consumer communities in conjunction with ideological capacities.

The community of “presenteers” is conceptualized as a self-organized tribe with heterogeneous components that generate capacities to act. Netnographic observation was conducted on 18 presenteer accounts and lasted around six months. Real-time data were collected by taking screenshots of the posts and stories that these users created and publicly shared. Data were analysed by adopting assemblage theory, combining inductive and deductive approaches. Firstly, a qualitative visual-textual content analysis of the tribe’s defining components was conducted. Then, the process continued with the thematic analysis of the ideological underpinnings of the tribe’s enactments.

Findings shed light on the ways in which consumer communities interpret the entanglement of religious, political, and cultural ideologies in shaping their experiences. In the case of the presenteers tribe, findings reflect a novel ideological interplay between neo-Ottomanism, post-feminism and consumerism.

The study offers a deep dive into a unique tribe that is being organized around the consumer-created practice of “presenteering” and investigates consumer communalization in alignment with the ideological turn in culture-oriented interpretative research on consumers, consumption, and markets. This exploration helps to bridge the research on the communalization of consumers with the recent discussions of ideology in the postmodern market.

The study offers a deep dive into a unique tribe that is being organized around the consumer-created practice of “presenteering” and investigates consumer communalization in alignment with the ideological turn in culture-oriented interpretative research on consumers, consumption, and markets. This exploration helps to bridge the research on the communalization of consumers with the recent discussions of ideology in the postmodern market.

This paper seeks to explain and establish theories and methodologies for the exploration of corporations' ideologies as a subfield of study of corporate communication. By a corporation's ideology is meant a system of ideas, beliefs, meanings, and concepts prioritised and institutionalised by a corporation in its internal and external communication.

Because the natural receptacle of a corporation's ideology is language, research into corporations' ideologies will necessarily involve the analysis of text: the social manifestation of language. A corpus‐driven approach, which is concerned not with what is going on in the minds of people and the way they understand words, phrases and text, but with the categories and probabilities of words, phrases and text, assures empiricity and objectivity.

Research into corporations' ideologies creates multiple avenues of enquiry related to corporate communication, corporations, and society.

A new understanding of corporate communication which enables its more reliable strategic management.

Offers a theoretical understanding and practical application of a new subfield of study of corporate communication: corporations' ideologies.

Driven by the visible proliferation of marketing scholarship dedicated to the topics of food marketing and consumer well-being, this study aims to examine the prevailing meanings and assumptions around food and health in marketing research.

Following the guiding principles of Foucault’s archaeology of knowledge and the methodological orientation of critical discourse analysis, the authors analyze a systematically produced corpus of 190 academic articles from 56 publication outlets.

The study identifies three discourses of health and food dominant in marketing and consumer research. Each of the three discourses blends the ideology of healthism with market(ing) ideologies and provides a unique perspective on the meanings of health and health risks, the principles of appropriate consumer conduct and the role of marketing in regard to consumer and societal well-being.

The study contributes to research into ideologies in and of marketing by introducing useful concepts that help explain the role of healthism in marketing discourse.

The finding of three dominant discourses could help reduce at least some of the existing complexity in regard to conflicting knowledge existing in the domain of health and food, and thus could inspire a more reflective body of work by researchers, policymakers and marketers towards improved food-related well-being.

This analysis of assumptions and consequences of the meanings mobilized by the dominant marketing discourses contributes to a better understanding of the current state of knowledge about health in the market reality.

Despite the well-established branding literature, how a brand is connected to individual, market and societal/ideological levels are largely unknown. Grounded in the belief in a just world (BJW) theory, the purpose of this study is to investigate the effects of brand positioning status (BPS) on the support of certain brands (financially and non-financially) and examine the moderating roles of brand ideology and protestant work ethic (PWE).

In Study 1, a 2 (BPS: topdog vs underdog) × 2 (brand ideology: universalism vs power) between-subjects experimental design is conducted on overall brand support, purchase intention and word-of-mouth. To build upon the findings, Study 2 explores the three-way interaction effects on the same dependent variables by using a 2 (BPS: topdog vs underdog) × 2 (ideology: universalism vs power) × 2 (PWE: high vs low) quasi-experimental between-subjects design study.

The results of these studies reveal that customers have a strong intention to support the brands with universalism values, regardless of BPS, as power imbalance in the marketplace is not as salient. When a brand conveys the power ideology, the BPS greatly matters in earning customers’ support. This tendency, however, is varied among customers based on their level of PWE. This is because customers’ justification and evaluation on capitalism differs and their views toward market competitions between topdogs and underdogs are influenced by the personal worldviews.

The findings build upon belief in a just world theory and branding literature and discuss the importance of considering the BPS and the ideology a brand conveys in the marketplace, as the meanings and messages could be perceived differently based on what kind of work ethic one possesses and supports.

In this brief review, we do not attempt to provide a comprehensive overview of how the concept of ideology has developed in the different perspectives; this has been done in several publications that classify and discuss ideology in great detail (see Chiapello, 2003; Thompson, 1996; Eagleton, 1991; Lenk, 1984; Therborn, 1980; Larrain, 1979, among many others). However, the brief sketch below is intended to help us find venues for combining theories of ideology and institutions. Furthermore, it helps us to place the chapters of this volume in this broader context.

This study aims to define the main characteristics and possibilities of ontological approaches to research in architecture by considering content, methodologies and subject position in this type of research and questions if there is a future for this type of research or not.

The primary data collection method of this research is based on the ethos of the author who has taught research courses for many years. This research has also been questioned through the discussions made within a related PhD course.

Results of this research reveal that the spontaneous ideology of architecture might have influenced the neglection of the ontological approaches in academic research in architecture.

Architecture has an interesting position towards reductionism because architectural thinking has ontological characteristics. The ontological approaches to academic research seems to be more applicable to architecture. However, research in architecture does not necessarily have this ontological character.

The “ontological approach to academic research” covers a larger set of research than the method of ontology, which is used to discuss the categories, limitations in research. Thinking on ontological approaches to research is needed because there is a considerable increase in the use of mixed research methods, which combine qualitative and quantitative research. The second reason for this is the criticisms about the unethical reductionism directed towards contemporary science by philosophers. However, there is no sufficient literature on the ontological approaches to research. This is true also for the academic research in architecture.

To examine the rhetorical claims put forth by several prominent organizations in the American public accounting profession that claim to act in the public interest, and to attempt to identify the ideological position or positions underlying their claims.

Certain rhetorical claims put forth by the American Institute of Certified Public Accountants (AICPA), the Financial Accounting Standards Board (FASB), and PricewaterhouseCoopers (PWC) are examined. A discussion of Paul Ricoeur's concept of ideology follows, along with an explanation of the way in which Ricoeur's understanding of ideology can be used to gain a better understanding of the ideology of the American public accounting profession.

Initially it appears that the rhetorical claims of the prominent organizations of the American public accounting profession reveal an underlying neo‐liberal ideology. Closer examination indicates a certain degree of ambiguity with respect to a neo‐liberal ideology, with a greater emphasis placed on the importance of regulation of capital markets through auditing and financial accounting standards setting. This ambiguity also reveals that there are economic interests involved and that these economic interests constitute a public accounting ideology, one which conflates the values and activities of the public accounting profession with serving the public interest. This public accounting ideology can be understood as providing a socially integrative function for the public accounting profession and also a justifying function with respect to maintaining the legitimate authority of CPAs with respect to auditing and financial accounting standards setting. The distortive aspect of ideology is also evident, in that there seems to be an inability to determine precisely what the meaning of the public interest is or may be.

This is a limited study of only three prominent organizations in the American public accounting profession.

May help to define the meaning of the term “the public interest.”

Uses Ricoeur's concept of ideology for the first time in the accounting literature. One of the first papers to explicitly address the meaning of “the public interest.”

The purpose of this paper is to draw on the literature debating research policy, research and the role of researchers, in discussing a single researcher's (Jan‐Erik Gröjer's) research during the 1980s and 1990s.

Jan‐Erik Gröjer's publications during the period are compared with different research modes 1 and 2, communalism, universalism, disinterestedness, originality and scepticism and PLACE within this polarized world, i.e. between demands from different research ideologies universities as well as individual researchers perform their research.

This paper can be read as both a contribution to the debate about the researcher's role and as a tribute to a friend who was able to investigate and practise different roles: normative and critical, theoretical and applied and provocative and humble, to name a few.

Further case studies of single researchers could serve as a valuable input to the discussion of different research ideologies.

The paper could be used in, e.g., doctoral student education when discussing the researcher's role but also when discussing the role of university research in general.

The used research modes have not before been analyzed using a single researcher as a case. It could be useful for individual researchers as well as in discussions about management of universities.

This paper aims to uncover links, overlaps and influence flows across two seemingly unrelated historical processes – the broadening of the marketing concept and the rapid rise of neoliberal ideology, and associated economic and social policies.

Historical examination of the pivotal points in marketing thought, especially since 1960s and 1970s, is juxtaposed with the historical rise of neoliberalism to uncover linkages between marketing and neoliberalism, with a particular reference to Foucault’s analysis of the neoliberal transgression of classical liberalism.

While noble intentions were behind the broadening of the concept of marketing, the implicit assumptions reinforced neoliberal ideology and policies that led to rapid rise in inequality and to disastrous financial and economic crises.

This study, relying on extensive interdisciplinary theorizing, could benefit from empirical and practical extensions.

Globally pervasive marketing practices – based on the broadening of the marketing concept – have become imbricated in contemporary spiraling crises. To escape such spirals, radical rethinking of marketing theories and practices is required.

To reorient away from serving only the interests of centralized capital and to serve the needs of people the world over, marketing thought and practice need to reorient to innovative ideas that transcend the broadened and generic marketing concepts.

The paper develops the linkages between marketing theory and practices since the late 1960s and the neoliberal ideology politics and policies, with roots in the 1920s, that rose to prominence in the 1970s. A key contribution is an exploration of, in a marketing context, Foucault’s analysis of the neoliberal eclipsing of classical liberalism.