Acr 2014 discursive challenges for new cct scholars
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Discursive Challenges for New CCT Scholars Eric J Arnould SDU ACR Doctoral Consortium Baltimore 2014
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A presentation about the three challenges that consumer culture theory presents to young scholars trying to navigate the world of academic consumer research especially in marketing.
Transcript of Acr 2014 discursive challenges for new cct scholars
Discursive Challenges for New
CCT ScholarsEric J Arnould SDU
ACR Doctoral ConsortiumBaltimore 2014
If you want research…O Forthcoming Practice Consumption and Value Creation: Advancing the
Practice Theoretical Ontology of Consumption Community, Psychology and Marketing, Benjamin Hartmann, Caroline Wiertz and Eric Arnould
O Cond. Accept. Narrative Transparency: Mutuality: critique and substitute for Belk’s “sharing,” Marketing Theory, Eric J Arnould & Alexander Rose
O "Ideological Challenges to Changing Strategic Orientation in Commodity Agriculture," Journal of Marketing, 78 (November), Press, Melea, Eric J. Arnould, Jeff B. Murray, and Katie Strand, http://dx.doi.org/10.1509/jm.13.0280
O Narrative Transparency: Adopting a Rhetorical Stance, Journal of Marketing Management, Melea Press and Eric Arnould, DOI: 10.1080/0267257X.2014.925958
O Strategic Uses for Ethnographic Stories: Using What Your Customers Do, Feel, and Say to Transform Your Business, Sloan Management Review, 55 (Winter) Julien Cayla, Robin beers, Eric Arnould ld. http://sloanreview.mit.edu/x/55223.
O Perspectives culturelles de recherche marketing pour un développement durable des pays en voie de développement. Recherches et Applications en Marketing, 29 (July), 99-103. DOI: 10.1177/0767370114527677
O Ethnographic Storytelling and Marketing Strategy, Journal of Marketing, 77(July), 1-16, Julien Cayla and Eric J. Arnould.
Only ThreeO ConsumerO CultureO Theory
Consumer
Ghosts of Christmas Past
Economics Psychology
ConsumerO Perfidious binaries
O Individual-collectivityO Producer-consumerO Subject-object
O Naturalized selfO The subject of consumer culture
O Critique: Moisander Peñaloza & Valtonen, Askegaard & Linnet, Tadajewski & Brownlie,
Our “New” OntologyConcepts from econ
& psych
Concepts from alternative ontologies
1. Subjects, consumers2. Needs, wants, motivations3. Knowledge, memory4. Involvement5. Personality6. Segments7. “Get inside the consumer’s
head”8. Purchase decisions9. Benefit deriving10. Ownership11. Goods12. Possessions
1. Actants, bricoleurs, partners, prosumers, avatars, makers
2. Intentions, projects, desires3. Competences, engagements,
commitments4. Identity5. Networks, tribes, communities6. Unpack consumption “fields;”
participate in lifeworlds7. Acquisition, consumption, and
disposition strategies and tactics8. Value- and meaning creating9. Access, participation, experience,
guardianship10. Objects, mages, narratives11. Experiences, appropriations
Culture
CultureO MaussO Boas-ians O M. DouglasO SahlinsO GeertzO C.CampbellO M.A.U.S.S.O M. StrathernO Latour
O Context of contexts
O RelativizingO Symmetrical
anthropology
Context of Contexts: Robot Futures
UK DK
Polemical Context
La Pensée
Bourgeoise
Culture as
Critique
Culture: Scylla & Charybdas
Posthumanism
Cultural determinism
Theory
Theory Challenge 1: Lineage
The Enlighten-ment
Your opponent
You
?
Theory Challenge 2: Heteroglossia
Foucault
Butler
Austin
Callon/ Latour
Mauss/Sahlins
Greimas
Fanon
Theory Challenge 3: Axiology
Axiology
Explanation
Reformation
Transformation
?
Reproduction
Edification
Theory Challenge 4
Your name here
Macro level theory
ContextMeso level theory
Further thoughts:O Living in Business Schools, Writing
Consumer Culture, In Handbook of Anthropology in Business, Rita Denny and Patti Sunderland, eds. Left Coast Press, 116-134, Eric J. Arnould & Craig J. Thompson.
O Discursivity, Difference, and Dialogue: Genealogical Reflections on the CCT Heteroglossia, Marketing Theory, 13 (June), 149-174, Craig T. Thompson, Eric J. Arnould and Markus Giesler
Thanks! [email protected]
