The Colonial Side of Advertising Self-Regulation: Imperialist Consumerism in Latin America

Rodrigues, Laís; Hemais, Marcus Wilcox

doi:10.1080/10978526.2021.1942026

Cited by 2 publications

(1 citation statement)

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“…Francis and Robertson (2021) show that market intermediaries like retailers and agents reinforce racial discrimination against black consumers, resulting in a constriction of those consumers' choice sets. More broadly, modern-day marketing is also considered an instrument of cultural imperialism (Rodrigues & Hemais, 2022). Contemporary consumption is a forced exercise rather than a manifestation of free will and is undertaken to fulfill the marketercreated myth of prestige and symbolism (Bourdieu, 1984).…”

Section: Findings and Discussion -Contemporary Challenges Of Consumpt...mentioning

confidence: 99%

Contemporary challenges of consumption: a Kafkaesque and critical marketing perspective

Arora

2023

International Journal of Contemporary Management

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Purpose Markets are sites of collaboration as well as contestation between their various actors, including firms and consumers. In this respect, a narrative that consumers are more empowered than ever has been in vogue. Drawing from Kafka’s literature and philosophy and the paradigm of critical marketing, this paper argues for a broadened perspective. Design/methodology/approach Using a selective and exploratory-review approach, six dimensions of the state of today’s consumer emerge. These are subsequently assessed and developed as manifestations challenging the empowerment thesis. Findings The depiction of intense subjugation in Kafka’s fiction and the lack of agency his characters portray furnish narrative frames to view the paradoxical state of contemporary consumption. Specifically, consumer choice and sovereignty, service failures and recoveries, privacy concerns, the capitalist nexus, transformation in service provisioning modes, and frontline employees’ lowered stakes comprise six analytical frames of consumers’ lives that depict their paradoxical simultaneity of empowerment and entrapment. Originality/value The work contributes to critical marketing theory in particular and critical philosophy in general. Specifically, the proposed framework of consumption challenges depicted herein can serve as a mid-range theoretical taxonomy. The exemplar states highlighted reveal managerial and policy challenges.

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Section: Findings and Discussion -Contemporary Challenges Of Consumpt...mentioning

confidence: 99%

Contemporary challenges of consumption: a Kafkaesque and critical marketing perspective

Arora

2023

International Journal of Contemporary Management

View full text Add to dashboard Cite

show abstract

Is consumerism only what Philip Kotler says it is? A decolonial analysis on failures, hierarchies, and exclusions

Hemais

Rodrigues

2023

Journal of Marketing Management

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The Colonial Side of Advertising Self-Regulation: Imperialist Consumerism in Latin America

Cited by 2 publications

References 59 publications

Contemporary challenges of consumption: a Kafkaesque and critical marketing perspective

Contemporary challenges of consumption: a Kafkaesque and critical marketing perspective

Is consumerism only what Philip Kotler says it is? A decolonial analysis on failures, hierarchies, and exclusions

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