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Architectonics is proposed as a dialogic theory and method to research three discursive spheres: McDonald's corporation, McDonaldization, and McDonaldland.

Bakhtin proposed architectonics as a new method for the human sciences, one that interanimates cognitive with ethical and aesthetic systemness. This essay develops architectonics further, and applies it to the study of globalization and localization of the McDonald's and Wal‐Mart corporations, which now cohabits with each other in New Mexico (and elsewhere).

A general inquiry system is suggested as a framework to analyze the architectonics of other organizations, in future international studies.

Through the application of the notion of architectonics to the McDonald's and Wal‐Mart corporations the authors develop an innovative approach to understanding organizations.

This paper offers a way of revivifying classical accounting research in the form of a pragmatist neoclassical programme with a sound epistemological underpinning.

The paper draws on a pragmatist perspective on financial accounting and accounting research springing from John Dewey's theory of inquiry.

Although a pragmatist underpinning does not entail specific methodological prescriptions, it can provide fruitful insights in research design. The paper discusses the structure and content of a research programme drawing on a pragmatist underpinning and sets out proposals for a practical research agenda. Although the agenda is shaped around the topic of identifiable intangibles, much of the paper has substantially wider relevance.

The approach justifies a revival in scholarly research employing classical methods and directed at improving accounting methods and standards.

The approach would promote closer engagement between scholarly accounting and practitioners such as standard-setters, making some contribution to closing the widely acknowledged gap between research and practice.

The paper offers a neoclassical programme of research drawing considerably more extensively on pragmatist philosophy than did theorisation in the classical period.

Brand backstories enable consumers the opportunity to go behind-the-scenes of their favourite brands. This chapter explores the role of the brand backstory experience in the consumer–brand relationship, detailing the manner in which these experiences are structured to immerse consumers within the brand storyworld.

A qualitative analysis of two brand backstory experiences, a museum exhibit documenting the television series Outrageous Fortune and a factory tour of snack foods brand Herr Food Inc. was carried out using in-depth interviews with backstory creators and observatory field notes of the backstory exhibit and tour.

This study reveals how temporal and spatial elements craft the overall architectonics of the brand backstory experience and how the brand backstory reveal progresses to ultimately unite consumers with the brands’ imagined and real families.

By illuminating the dynamism and evolution of brands and branding practices, this chapter offers exploratory insights into a scarcely explored aspect of the brand experience.

To determine where, when, how, and wherefore European social theory hit upon the formula of “the True, the Good, and the Beautiful,” and how its structural position as a skeleton for the theory of action has changed.

Genealogy, library research, and unusually good fortune were used to trace back the origin of what was to become a ubiquitous phrase, and to reconstruct the debates that made deploying the term seem important to writers.

The triad, although sometimes used accidentally in the renaissance, assumed a key structural place with a rise of Neo-Platonism in the eighteenth century associated with a new interest in providing a serious analysis of taste. It was a focus on taste that allowed the Beautiful to assume a position that was structurally homologous to those of the True and the Good, long understood as potential parallels. Although the first efforts were ones that attempted to emphasize the unification of the human spirit, the triad, once formulated, was attractive to faculties theorists more interested in decomposing the soul. They seized upon the triad as corresponding to an emerging sense of a tripartition of the soul. Finally, the members of the triad became re-understood as values, now as orthogonal dimensions.

This seems to be the first time the story of the development of the triad – one of the most ubiquitous architectonics in social thought – has been told.

This paper seeks to address the question: what happened to postmodern?

Three trends are reviewed: postmodern fragmentation, late modern appropriations of postmodern moves; and emergent awareness of the dark‐side of postmodern.

On the way to postmodern theory the revolution to reform modern capitalism fragmented into rhetoric‐strands, while practice became ineffective.

The paper concludes with possibilities for participatory research in ways that enact more postmodern forms of capitalist praxis.

It is suggested that qualitative studies of postmodern praxis can be conducted; such as postmodern organizations that enact the dark‐side of biotechnology; consumer organizations, such as Blackspot and No Sweat that contract to non‐sweatshop factories; and autoethnographic examples of how building a Harley‐Davidson chopper is post‐production and post‐consumption.

The paper shows that in the fragmentation of moderns and postmoderns, there is a relentless appropriation of postmodern moves by late modernism. This is one contributing factor to the “dark side of postmodern.” Other contributing factors are naive brands of postmodern (e.g. chaos theory, complexity, new age spirituality) which, sometimes only see the positive potentialities, and blind one to the dark side. What is original is the call for a combination of critical theory and postmodern theory (critical postmodern) that looks at the relation between various ideas of modern and postmodern and how they can be studied in their dialogicality.

Within the interface between power and charity, the purpose of this paper is to enhance an understanding of the role of charities in the administration of poor in local government and to explore how accounting operates in such a context. In this investigation, the paper considers accounting, referring to both financial and non-financial information, inserted in a complex of technologies accomplishing the “government of poverty”.

The paper is based on a historical study referring to the case of MIA, an Italian charity, investigated during the sixteenth-seventeenth centuries, adopting Foucault's “governmentality” framework in a diachronic perspective. This approach, coordinating views coming from Anglo-Foucauldian scholars with alternative Foucault effects expressed in Dean's works, represents a novelty of this investigation.

The paper shows the interface of power (municipality) and charity (MIA) in the “government of poverty”, in a context of ancien regime, pointing out how this interplay was a key element within the “discourse of poor”. The pivotal function of MIA as an “agency of police” and the constitutive role of accounting as a technology of “government of poverty”, representing a social practice able to allow the preservation of the social equilibrium, emerge.

The research is based on a single case study and it shows the need for both comparative and interdisciplinary analysis in order to increase an understanding of the interface of power and charity in ancien regime contexts, as well as in contemporary situations of crisis or emergencies.

For the first time in the accounting history literature, the work presents an extension of “governmentality” analysis into the domain of the “government of poor” through a series of Municipality Orders and their operationalisation by a charity, which adopted accounting to realise a control on people and resources contributing to reach local government equilibrium aims. The work also offers a reference within the contemporary accounting literature in relation to the debate about the role of charities or similar non-profit organizations in the context of the current financial crisis affecting the world, or in situations of emergencies.

Consciousness is considered as a whole activity, a synthesis of all higher psychic processes, i.e. perception, attention, memory, thinking, emotions and speech; their mutual conditionality is outlined. The unique contribution of each psychic process to consciousness is presented and the most significant connections between them revealed. The cerebral asymmetry is described as a specificity of each psychic function manifestation in the right and left‐brain hemispheres. Certain development principles, common to all the considered functions, are formulated. The application of these principles to the system of psychic processes makes it possible to indicate explicitly the mechanisms of continuous self‐learning.