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Disciplining the discipline: understanding postcolonial epistemic ideology in marketing

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Abstract:

In this study, conducted in two top ranked business schools in India, we examine pedagogy and doctoral research in marketing and show that the discipline is characterised by dependency on the West. We offer an understanding of postcolonial epistemic ideology that is contributing to the creation of unreflexive and dependent subjectivities in the discipline. We show that the marketing discourse in postcoloniality is characterised by mimesis of the West and silencing of local subaltern stakeholders. We further show that epistemic ideology disciplines through the deployment of devices developed in the West to create a compradorian theatre.

Keywords: CRITICAL MARKETING; DEVICES; DISCOURSE; IDEOLOGY; POSTCOLONIAL THEORY

Document Type: Research Article

DOI: https://doi.org/10.1362/026725709X471640

Publication date: 2009-09-01

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