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‘Hey, you there! Marketing!’ On ideology and (mis)interpellation of the marketing educator as subject
Journal of Marketing Management ( IF 4.707 ) Pub Date : 2021-06-30 , DOI: 10.1080/0267257x.2021.1944896
Nicole Gross 1 , Mikko Laamanen 2
Affiliation  

ABSTRACT

Mainstream marketing management is a disciplinary field essentially unruffled by ideological reflection. In this paper, we approach the subjectifying power of marketing ideology through Louis Althusser’s work on interpellation, the process by which ideology calls its willing subjects into ideological belief and practice. Through our autoethnographic accounts, we develop a counterposition to the epistemic ideology of normative mainstream marketing management by accounting for misinterpellation to its ideology. Where interpellation outlines how a hegemonic marketing management ideology compels individuals to perform within the ideological apparatus as good educators and researcher subjects, the notion of misinterpellation opens avenues for conceiving resistance within the breaks in ideology to which all subjects are hailed.



中文翻译:

'你在吗!营销!' 论营销教育者主体的意识形态与(误)质询

摘要

主流营销管理是一个本质上不受思想反思影响的学科领域。在本文中,我们通过路易斯·阿尔都塞关于质询的工作来探讨营销意识形态的主体化力量,即意识形态将其自愿主体转化为意识形态信仰和实践的过程。通过我们的自我民族志记述,我们通过解释对其意识形态的误解,发展了对规范主流营销管理的认识意识形态的反对。质询概述了霸权营销管理意识形态如何迫使个人在意识形态机器中作为优秀的教育者和研究对象发挥作用,而错误质询的概念为在所有学科都受到欢迎的意识形态中断中构想抵抗开辟了道路。

更新日期:2021-06-30
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