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Praxis or performance: does critical marketing have a gender blind-spot?

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Abstract:

To date the processes of knowledge reproduction in the emerging field of critical marketing have been subject to little scrutiny. Given the current burgeoning of the field we feel the time is over-ripe to address this absence and explore the norms and practices of this collective scholarly group. In doing so we focus our attention on the related issues of gender, embodiment and performance. We attempt to learn from critiques within critical management studies that have found a series of exclusionary practices operating in the field. Authors argue that in particular critical management studies has encouraged performances that draw significantly on masculine ways of knowing and being to the exclusion of alternative subjectivities. Our concern is that the emerging field of critical marketing may be reproducing exclusionary practices in a similar manner. Therefore we attempt to shed light on these practices and performances in critical marketing, and explore ways in which we might break through them by offering a series of suggestions for doing both gender and organising differently.

Keywords: CRITICAL MARKETING; EMBODIMENT; FEMINISM; GENDER; PERFORMANCE

Document Type: Research Article

DOI: https://doi.org/10.1362/026725709X471587

Publication date: 2009-09-01

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