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

• Published in: Journal of marketing management Vol. 38; no. 3-4; pp. 309 - 332
• Main Authors: Gross, Nicole, Laamanen, Mikko
• Format: Journal Article
• Language: English
• 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

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...