Market mutton dressed as ÜberLamb: Diagnosing the commodification of self-overcoming
James Cronin,
James Fitchett,
Jack Coffin
Abstract:Nietzsche invites us to turn our focus to how subjects seek out what is average rather than what is authentically independent. For marketing theory, this means recognising that while the desire for autonomy and self-determination functions as a seductive and collective narrative for consumer culture generally, it inevitably becomes denatured and delimited to what each individual consumer finds to be most convenient, credible, and practical. Using a Nietzschean toolbox, this paper diagnoses a contemporary malai… Show more
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