Marketing and Social Construction: Exploring the Rhetorics of Managed Consumption

Marketing and Social Construction: Exploring the Rhetorics of Managed Consumption

Marketing and Social Construction: Exploring the Rhetorics of Managed Consumption

Marketing and Social Construction: Exploring the Rhetorics of Managed Consumption

Synopsis

Marketing is at the center of the boom in business education. In this ground-breaking work, Chris Hackley presents a social-constructionist critique of popular approaches to teaching, theorizing and writing about marketing. It draws on a wide range of up-to-date European and North American case studies.

Excerpt

In pursuing a plausible prefatory position with which to preamble my paraprax strewn prose, I have become irked. I have experienced a palpable pre-prosodic irk. I've written many null words now lining our local land-fill with prefatory clichés. I had almost given up the project and settled for the strong, soft, silent, sincere dedication: To Suzanne, Michael, James and Nicholas. The minimalist copywriter's choice. Lots of white space and powerful sentiment. But in the last hour everything's changed. I have engaged with irkness, faced it and found the strength to irk back. I thought a preface ought to thank, explain, apologise, justify or just amusingly fill a page. And it should be written in a different tone to that of the book proper, in textual civvies, demobbed, engaging and candid. I tried the apology. But reflection on a book written quickly becomes neurotic insecurity which weighs heavier and heavier until it breaks through the meniscus of one's literary self-esteem and all that remains to be done is to grovel before the reader's superior intellect. Terribly sorry: I wrote a book. Yes, preposterous isn't it? Self-deprecation, an English vice. Like spanking. I don't mean I like spanking; that aside isn't a paraprax betraying my unconscious preoccupations with an accidental moment of Freudian slippage. Not in the least. I was simply thinking analogously of stereotypical English vices and 'spanking' welled up spontaneously from my unconscious mind. Anyway, a thanking preface would be insincere too (and less interesting than a spanking preface). I could thank my family for putting up with me (ha ha), my students for teaching me (yawn), my colleagues for fifteen years of sympathetic tolerance (mine), my copy editor Susan Dunsmore for insisting I put the right dates on my references (the nerve of the woman), all the great guys at Routledge … where would it end? What would it mean? Excessive gratitude sits oddly in the preface of an academic monograph which, more than any other kind of literary artefact, is the morning-after a particularly orgiastic ritual of self-celebratory literary cerebration. By turns I tried justifying, explaining or amusing but each seemed unsatisfactory until I suddenly thought 'Metaphor'. The irk left as silently as it had arrived. This is a book about Metaphor. I'll write a Beguiling Insight sort of preface, I thought, and my beguiling insight is that this book is as much about

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.