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By Per Skålén

The promoting self-discipline has been ruled by way of managerial study that hasn't ever quite been counterbalanced by means of a scientific serious research that's tricky given the assumed legitimization of the managerialism that has ensued. This booklet is an try to leisure the stability, articulating a social critique and review of promoting. The booklet deals a serious survey of crucial contributions to managerial advertising and marketing discourse from the earliest 20th century onwards, protecting traditions of analysis corresponding to clinical promoting, advertising and marketing administration and repair advertising and drawing from Michel Foucault’s knowing of energy and Ernesto Laclau and Chantal Mouffe’s Discourse idea. The research finds that managerial advertising and marketing discourse has promoted a central authority of firms that's focused round the patron and that the shifts and turning issues during this rationality via time characterize extra basic shifts in emphasis within the form of energy promoted via advertising and marketing discourse and the topic positions is ascribes to humans.

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Extra info for Marketing Discourse: A Critical Perspective (Routledge Interpretive Marketing Research)

Sample text

In the beginning of the 1980s he stated: ‘it is not power, but the subject, that is the general theme of my research’ (2000b: 327). However, these two periods should not be contrasted sharply. To some degree they are an effect of the rhetorics Foucault often used when reflecting upon his own work. But there is also a real shift in focus that needs to be taken seriously. During the ‘power period’ in the 1970s, subjectivity was theorized as contingent upon regimes of power/knowledge embedded in discourse, and later in the ‘ethics period’ in the 1980s the self-making of subjectivity came to the forefront.

But based on these assumptions technologies also produce ‘true’ knowledge, establish norms of appropriate behaviour, thinking and emotions, and offer approaches for regulating people towards these norms. Marketing segmentation might be taken as an example. Segmentation is not only legitimated as a managerial device through knowledge. It also produces contextualized knowledge regarding what kind of products the customers of a particular organization want. Practices are less detailed prescriptions regarding how things should be done or descriptions regarding how things should be acted upon, thought and felt about, but they work in the same way as technologies.

The technologies identified differ extensively from period to period in the history of marketing. ‘Third, [governmentality] involves deontology, concerned with who we are when we are governed [by marketing] . . our ‘mode of subjectification’, or the governable or ethical subject’ (Dean 1999: 17, emphasis added). What subject positions marketing offers to people is a major focus in the analysis. Foucauldian analyses of subjectivity have been taken up in a few critical analyses of marketing discourse.

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