Exploring the relations in relational engagement: Addressing barriers to transformative consumer research

Piacentini, Maria; Dunnett, Susan; Hamilton, Kathy; Banister, Emma; Gorge, Hélène; Kaufman‐Scarborough, Carol; Nairn, Agnès

doi:10.1016/j.jbusres.2018.12.032

Cited by 10 publications

(11 citation statements)

References 34 publications

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“…In the everyday politics of liberal democracies, social justice has a range of interpretations; egalitarianism covers most but not all of that range (Baker et al , 2004), yet encompasses an ideal condition in which all members of a society have equal economic, political and social rights and opportunities (Prasad, 2014). Social justice, therefore, presumes the existence of a relatively bounded political community with a determinable membership and shared resources (Miller, 2003).…”

Section: Researching Social (In)justice: Crises Critique and Methodological Emancipationmentioning

confidence: 99%

“…This necessity for democratic relationship building and reciprocity is fundamental for societal impact, yet at the empirical level, researchers can encounter policymakers who want clear (potentially victim-blaming) descriptions of social problems, communities who would prefer to keep their experiences to themselves and others who believe academic researchers should remain “uncontaminated” by social struggles (Fine and Weis, 1996). This has been recently reinforced by Piacentini et al (2019) who have identified how marketing sits uneasily alongside notions of social impact and transformation.…”

Section: Emancipatory Research For Social Justicementioning

confidence: 99%

“…As Gready (2013) stresses, a voice without control is meaningless. While the current marketing focus on the relational engagement of stakeholders and working collaboratively to overcome barriers (Davis and Ozanne, 2019;Piacentini et al, 2019) edges us closer to being more democratic, we should also look to reconstitute the principles of participation and responsibility as it occurs through marketing discourses to discipline, subjugate and colonise us.…”

Section: Participation Rhetoric and Representational Dilemmasmentioning

confidence: 99%

“…179)." Piacentini et al (2019) identify how stakeholder and community relationships are difficult to establish, maintain and gain momentum due to a number of barriers related to goal misalignment, resource tensions and misconceptions; however, it is vital that we continue to build research collaboration around common social justice interests. Although we cannot erase power differentials entirely, it is through the praxis of strugglethrough reflection and action upon the worldthat we are able to transform it (Freire, 1997).…”

Section: Research Coalitions For Social Actionmentioning

confidence: 99%

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Researching on the edge: emancipatory praxis for social justice

Hutton

Heath

2020

EJM

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Purpose This paper aims to provoke a conversation in marketing scholarship about the overlooked political nature of doing research, particularly for those who research issues of social (in)justice. It suggests a paradigmatic shift in how researchers might view and operationalise social justice work in marketing. Emancipatory praxis framework offers scholars an alternative way to think about the methodology, design and politics of researching issues of social relevance. Design/methodology/approach This is a conceptual paper drawing on critical theory to argue for a new methodological shift towards emancipatory praxis. Findings As social justice research involves a dialectical relationship between crises and critique, the concept of emancipation acts as a methodological catalyst for furthering debate about social (in)justice in marketing. This paper identifies a set of methodological troubles and challenges that may disrupt the boundaries of knowledge-making. A set of methodological responses to these issues illustrating how emancipatory research facilitates social action is outlined. Research limitations/implications Emancipatory praxis offers marketing scholars an alternative methodological direction in the hope that more impactful and useful ways of knowing can emerge. Practical implications The paper is intended to change the ways that researchers work in practical and concrete terms on issues of social (in)justice. Social implications Although this paper is theoretical, it argues for an alternative methodological approach to research that reorients researchers towards a politicised praxis with emancipatory relevancy. Originality/value Emancipatory praxis offers a new openly politicised methodological alternative for addressing problems of social relevance in marketing. As a continuous political and emancipatory task for researchers, social justice research involves empirical encounters with politics, advocacy and democratic participation, where equality is the methodological starting point for research design and decisions as much as it is the end goal.

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Section: Researching Social (In)justice: Crises Critique and Methodological Emancipationmentioning

confidence: 99%

Section: Emancipatory Research For Social Justicementioning

confidence: 99%

Section: Participation Rhetoric and Representational Dilemmasmentioning

confidence: 99%

Section: Research Coalitions For Social Actionmentioning

confidence: 99%

See 2 more Smart Citations

Researching on the edge: emancipatory praxis for social justice

Hutton

Heath

2020

EJM

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“…Participatory research originated in the 1970s as a means of encouraging societal change through working with groups perceived to be “hard-to-reach” (Wilkinson and Wilkinson, 2018). It captures several approaches emphasising collaborative production of knowledge with societal partners (Bergold and Stefan, 2012; Pain, 2004; Pain and Kindon, 2007), such as (participatory) action research (Grønhaug and Olson, 1999; Ripoll-Gonzalez and Gale, 2020; Wilkinson and Wilkinson, 2018), community-based participatory research (Wilkinson and Wilkinson, 2018), relational engagement (Ozanne et al , 2017; Piacentini et al , 2019) and engaged scholarship (Boyer, 1996; Van de Ven, 2018; Ntounis and Parker, 2017).…”

Section: Participatory Research and Engaged Scholarshipmentioning

confidence: 99%

Researchingwithplaces: on using engaged scholarship in marketing

Steadman

Millington²

2022

QMR

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Purpose As a core element of the marketing mix, place is of central concern within marketing. Yet existing literature typically presents accounts of research about rather than with places. The purpose of this paper, therefore, is to argue that engaged scholarship can help academics, practitioners, policymakers and communities to work collaboratively to solve place-based “wicked problems”. Specifically, this paper focuses on high street revitalisation, a challenge frustrating policymakers and communities since the 1980s. Design/methodology/approach This paper draws on a mixed-method research project conducted with place-based stakeholders in Manchester, the UK, to discuss the benefits and challenges arising through an engaged scholarship approach. Findings The authors outline several benefits to engaged scholarship, including forming tailored solutions to place-based problems, engendering trust and ongoing research partnerships and generating real-world impact beyond the academy. However, the authors also draw attention to the challenges including political sensitivities within places, additional layers of scrutiny and challenges to dissemination arising through partnership working with organisations external to the university. Originality/value Whereas a range of techniques have been used to research places within marketing, engaged scholarship is lacking. This paper, therefore, provides first-hand insights into the benefits and challenges that the authors experienced using the approach. This is of significance because of the rising importance of generating real-world impact within the academy, which the authors feel requires more institutional support. This paper also suggests Van de Ven’s diamond model of engaged scholarship extends to encompass issues of research governance.

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