Narrative transparency

Arnould, Eric J.; Press, Melea

doi:10.1080/0267257x.2014.925958

Cited by 19 publications

(17 citation statements)

References 75 publications

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“…Furthermore, we go beyond recent work in consumer ideology (Mikkonen, Vicdan, and Markkula 2014) to show that contention between strategic orientations is argued through an interplay of identifiable sources of legitimacy Arnould 2011b, 2014) and alignment of these elements of organizational culture (Homburg and Pflesser 2000). Building on prior literature on adopting the market orientation (Cano, Carillat, and Jaramillo 2004;Ellis 2006;Kirca, Jayachandran, and Bearden 2005) and marketplace drama (Giesler 2008), our findings suggest that the ideological conflict in High Plains commodity agricultural marketing may arrive at a stage of reconstitution (Geb-…”

Section: Implications For the Agricultural Value Chainmentioning

confidence: 81%

“…Organic farmers, however, may draw on themes of cultural-cognitive legitimacy to defend their onfarm management practices and strategic orientation. For example, organic farmers may claim that they farm "like my grandfather" or that their elderly neighbors are essen-tially organic, or they may evoke shared values of independence and self-reliance, lending the legitimacy of imagined agrarian pastoralist heritage to their orientation (Burton 2004;Press and Arnould 2011a;Strand, Arnould, and Press 2014). We highlight farmers' discussions of what they do well and where they see the practices of others failing.…”

Section: Arguing For Legitimacy In Contending Ideological Orientationsmentioning

confidence: 99%

“…On the High Plains, both groups of producers defend a mythic rural lifeworld, an imagined precommercial, traditional agrarian community (Habermas 1987;Schutz and Luckman 1973). It is articulated in terms of values of hard work, land stewardship, independence, heritage, and passing the farm on to children (Burton 2004;Carolan 2006;Press and Arnould 2011a;Thompson 1985). In Figure 1, the central triangle represents the solid doxa, this agrarian lifeworld, the shared source of cultural-cognitive legitimacy for the contending chemical minimum-till/organic-heritage tillage strategic orientations.…”

Section: Lifeworld Versus System: a Broader Theoretical Framingmentioning

confidence: 99%

See 2 more Smart Citations

Ideological Challenges to Changing Strategic Orientation in Commodity Agriculture

Press

Arnould

Murray

et al. 2014

Journal of Marketing

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Why do some firms not change their strategic orientation despite economic incentives to do so? Most current literature on changing strategic orientations has focused on an antecedents and outcomes approach to business orientations. Intimated, but rarely addressed, are the notions that (1) strategic orientations may be thought of as ideologies and (2) such ideologies are likely to contend with each other. Taking such a perspective may be helpful in discussing why it is challenging to transition to more sustainable strategic orientations even in the presence of financial incentives to do so. In assessing the transition to organic production and marketing in a commodity agriculture context, the authors find that contending ideologies restrict its adoption. In addition, they suggest that strategic orientations are not adopted or contested solely within firms but also among them. The authors find that ideological contestation among firms in this context takes the form of a marketplace drama between a chemical, productionist orientation and an organic orientation in which protagonists mobilize several forms of legitimacy.

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Section: Implications For the Agricultural Value Chainmentioning

confidence: 81%

Section: Arguing For Legitimacy In Contending Ideological Orientationsmentioning

confidence: 99%

Section: Lifeworld Versus System: a Broader Theoretical Framingmentioning

confidence: 99%

See 1 more Smart Citation

Ideological Challenges to Changing Strategic Orientation in Commodity Agriculture

Press

Arnould

Murray

et al. 2014

Journal of Marketing

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“…But this is not the aim of marketing, which instead encourages us to confuse persona and anima in an ever-shifting flow of identity-play through consumption. Each day we are offered countless value propositions that have been mediated by marketing agents whose very professional identity is embedded in an orientation towards persona as a shifting, reactive cavalcade (Diona & Arnould 2016;Lair et al 2005;Mackey 2016;Press & Arnould 2014;Simmons 2008;Stern 1993). That constant stream of propositions, of promises, is an endless fountainhead of un-reflected upon, un-integrated anima presented as fast-fashion, prêt-à-porter personas.…”

Section: Resultsmentioning

confidence: 99%

Intermediaries and Personas: A radical rhetorical reading of marketing work

Miles

2020

Pers Stud

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This article examines the various ways in which marketing work (in both 'practice' and scholarship) engages with the construction of personas. It positions marketing as a rhetorical enterprise concerned with the establishment of intermediary and liminal positions within society; positions which are designed, as in Jung's description of the persona, to "make a definite impression upon others [...and...] to conceal the true nature of the individual" (Jung 1972, p. 192) in order to facilitate social integration. An initial close reading of Jung's work on the persona provides the context for a portrayal of the extreme tensions between organisational/disciplinary/professional identity and persona in modern marketing work. The article examines the long history of anxiety that marketers have manifested regarding the reputation of their practice, the 'morality' and 'scientific' ethos of their unavoidably relativistic approach to truth and identity, and their focus on the construction of appearance/persona for commercial or political advantage. Finally, if the urge to create personas comes from needing to consistently portray the roles that society expects us to adopt (whether that be parson, cobbler or poet, to use Jung's examples), what happens to a discipline and profession which is so focused on the dynamic re-creation, re-assignment and re-invention of personas? The work argues that the distrust that marketing experiences at the hands of mainstream society illustrates the way in which the maintenance of a consistent persona, 'standing at one's post' (to use Jung's terminology), remains one of the most uncomfortable and contested aspects of modern life.

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“…I select agriculture as an industrial example to illustrate SSR because there is already a large body of CCT work addressing sustainable agriculture (SA) that explores the culturally, socially and historically embedded practices of SA production, consumption and exchange (Batat et al 2016; Chaudhury and Albinsson 2014; Giordano et al 2018; Herbert et al 2018 ; Mars and Schau 2017 , 2018 ; Press and Arnould 2011a , 2011b ; Thompson and Coskuner-Balli 2007 ; Press and Arnould 2014 ; Smith Maguire et al 2017 ; Thompson and Press 2014 ; Visconti et al 2014; Watson and Ekici 2017). It tends to look at SA as an alternative to the big agriculture/corporate food system (Thompson and Coskuner-Balli 2007 ; Giordano et al 2018) that builds personal connections (Mars and Schau 2017 ) and counteracts feelings of risk and helplessness (Press and Arnould 2011a ; Thompson and Coskuner-Balli 2007 ) and explores local food as expressing “ideals of civic agriculture and just sustainability” (Visconti et al 2014, 4).…”

Section: Building a Strong Sustainability Research Programmentioning

confidence: 99%

Developing a strong sustainability research program in marketing

Press

2020

AMS Rev

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This article takes stock of sustainability research in marketing and argues for developing a Strong Sustainability Research (SSR) program, led by a Consumer Culture Theory (CCT) approach. First, I define weak vs. strong sustainability and identify two main problems with continuing to research business with the weak sustainability approach. Second, I discuss past approaches to sustainability research in marketing, which primarily promote weak sustainability. Third, I use the agriculture industry to illustrate how an SSR program in marketing could be developed to bring insights to practitioners and policy makers and build new modes of production, consumption and exchange. Finally, I suggest that the SSR program facilitates collaboration between mainstream marketing and CCT researchers by providing a common ontological platform that can transform epistemological differences into complementary strengths. I argue SSR is a way that marketing research can gain broad impact and relevance.

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Narrative transparency

Cited by 19 publications

References 75 publications

Ideological Challenges to Changing Strategic Orientation in Commodity Agriculture

Ideological Challenges to Changing Strategic Orientation in Commodity Agriculture

Intermediaries and Personas: A radical rhetorical reading of marketing work

Developing a strong sustainability research program in marketing

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