What comes after postmodernism? Implications for marketers

Burns, David J.

doi:10.1080/21639159.2014.980035

Cited by 2 publications

(1 citation statement)

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“…While sociality was, and still is, an important lens to explore marketplace culture, adherence to it limits further epistemological development. Sociality is an outdated postmodern view that has been rendered problematic by technological advances and the emergence of the Internet, and social media (Burns, 2015; Kozinets et al, 2008; O’Reilly, 2012). Experiences of sociality of an ephemeral and mass nature structure online community interactions (Kozinets et al, 2008), whereas the social experiences central to marketplace cultures can facilitate much deeper human relationships and expression (Cova et al, 2007; O’Sullivan, 2016).…”

Section: Play Theory Framework: the Context Of Marketplace Culturementioning

confidence: 99%

Rethinking marketplace culture: Play and the context of context

O’Sullivan

Shankar²

2019

Marketing Theory

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Play theory has been underutilized to understand consumer behaviour. In this article, we adopt a play theory perspective to understand how consumers respond to and navigate macrostructural influences. The marketplace culture stream of consumer culture theory (CCT) research is particularly well suited to macrostructural analysis from a play theory perspective. We develop an analytical framework derived from play theory to interpret the context of marketplace culture. We show how the types of play foundational to marketplace culture experiences act as expressions of order or disorder to wider macrostructural influences. In contrast to agentic perspectives, we show how marketplace culture experiences, despite their fun appearance, embody the underlying tensions of the intensifying rationality, regulation and competition structuring neoliberal society. Finally, we express concern over the marketer’s control of playground expression and suggest CCT adopt a more critical stance to the commercialization of play.

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Section: Play Theory Framework: the Context Of Marketplace Culturementioning

confidence: 99%