'Hey, you there! Marketing!' On ideology and (mis)interpellation of the marketing educator as subject

Mainstream marketing management is a disciplinary field essentially unruffled by ideological reflection. In this paper, we approach the subjectifying power of marketing ideology through Louis Althusser's work on interpellation, the process by which ideology calls its willing subjects into ideol...

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Bibliographic Details
Published inJournal of marketing management Vol. 38; no. 3-4; pp. 309 - 332
Main Authors Gross, Nicole, Laamanen, Mikko
Format Journal Article
LanguageEnglish
Published Helensburg Routledge 12.02.2022
Taylor & Francis Ltd
Westburn Publishers
Subjects
Althusser
autoethnography
Business administration
Critical marketing
Economics and Finance
Humanities and Social Sciences
Ideology
interpellation
Marketing
misinterpellation
misinterpellation
ideology
Autoethnography
Althusser
critical marketing
interpellation
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Summary:Mainstream marketing management is a disciplinary field essentially unruffled by ideological reflection. In this paper, we approach the subjectifying power of marketing ideology through Louis Althusser's work on interpellation, the process by which ideology calls its willing subjects into ideological belief and practice. Through our autoethnographic accounts, we develop a counterposition to the epistemic ideology of normative mainstream marketing management by accounting for misinterpellation to its ideology. Where interpellation outlines how a hegemonic marketing management ideology compels individuals to perform within the ideological apparatus as good educators and researcher subjects, the notion of misinterpellation opens avenues for conceiving resistance within the breaks in ideology to which all subjects are hailed.
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
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ISSN:0267-257X
1472-1376
DOI:10.1080/0267257X.2021.1944896