A Critical Spatial Approach to Marketplace Exclusion and Inclusion

Abstract

The authors apply insights from critical spatial theory to explore how space can be reimagined to be more inclusive. The meaning of spaces includes (1) objective physical space, (2) subjective imagined space, and (3) lived space used by consumers. The authors discuss several cases in which different social actors (i.e., consumers, marketers, businesses, and policy makers) exert various forms of agency to achieve power and control in the social space and maximize different goals. They also highlight how critical spatial theories can be extended by marketing researchers. Businesses sometimes have more diverse interests than merely profit maximization and can consider a wider array of other stakeholders' interests to ensure the long-term survival of the firm. Finally, the authors examine implications for public policy. They point out the usefulness of a critical spatial perspective in such areas as affordable housing, inclusive and democratic retail space development, spatial segregation, and suburban sprawl.

‘Alternative Hedonism’: Exploring the Role of Pleasure in Moral Markets

“…This body of literature has sought to describe how consumers attempt to structure the moral order of their consumption in a range of settings. For instance, in low-income, trailer-park neighbourhoods, morality provides a cultural resource for legitimating status accumulation (Saatcioglu and Ozanne 2013); for Hummer owners, it helps reframe 'evil' environmental destruction as the righteous defence of American patriotism and market freedom (Luedicke et al 2010); for actors within community-supported agriculture initiatives, morality is framed around consumer value and farmers' economic interest (Thompson and Coskuner-Balli 2007) and for credit card consumers, morality helps apportion debt responsibilities between individual and institutional actors (Henry 2010). While contextually and theoretically diverse, these empirical studies emphasise the malleable nature of morality in affirming and sustaining consumer practices that involve some kind of ethical responsibility.…”

“…As Luedicke et al (2010) argue, such research has illuminated how consumers in moral markets are keen to draw identity-enhancing distinctions against mainstream consumers, for instance, 'downshifting' consumers who believe that they lead more socially responsible and spiritually rewarding lifestyles than those who conform to mainstream consumer norms (Nelson et al 2007). Illuminating how individuals, for example, draw distinctions between themselves and others in a marginalised trailer-park neighbourhood, Saatcioglu and Ozanne (2013) draw upon the notion of moral habitus (Ignatow 2009), to suggest that moral identities are fluid and evolving through practices that involve explicit expression of social class. This study, then, elucidates the moral dimensions of identity, and how in turn, morality shapes consumption decisions, revealing micro-level insight into practices of moralisation.…”

“…Interestingly, by drawing upon class-based discourses, consumers re-render moral responsibility as a matter of comparative personal moral purity, rather than some deontological obligation for instance (which is far harder to reconcile with their choice to consume!). This behaviour, indicative of neoliberal consumerism, is highly sustaining of moral markets (Carrington et al 2016;Henry 2010;Luedicke et al 2010;Saatcioglu and Ozanne 2013) in its capacity to side-step many of the enduring contradictions of moral markets (i.e. 'we have limited prospects for being sustainable but numerous ones for being right!').…”

Proposição de uma escala de avaliação da qualidade de parques públicos verdes urbanos

“…Segundo Lovelock, Wirtz e Hemzo (2011) investigar como os consumidores utilizam ou avaliam serviços é uma tendência. Segundo Hoffman e Bateson (2003), mesmo em organizações sem fins lucrativos (ou em serviços sociais) o desafio de ampliar seu público, de gerar visitas mais frequentes, e ampliando o acesso (Saatcioglu & Ozanne, 2013), de levantamento de fundos para melhoria de suas instalações e de melhoria ou de novos serviços é um desafio (Wendel, Zargerb, & Mihelcic, 2012).…”

“Superdisabilities” vs “disabilities”? Theorizing the role of ableism in (mis)representational mythology of disability in the marketplace

“…Against this background, in this paper, we interrogate the following question: whether and how meanings elicited by advertising (mis)representations of PWD evoke and relate to perceptions and views on PWD inclusion/exclusion? We proceed as follows: first, grounding in a sociospatial view on the marketplace (Saatcioglu and Ozanne 2013) we define advertising misrepresentation as a form of marketplace exclusion. We then integrate extant literature on PWD marketplace inclusion/exclusion (Kaufman-Scarborough 2015;Baker 2006;Baker et al 5 2007), misrepresentation (Schroeder and Borgerson 2005) and ableism (Goodley 2014;Wolbring 2011;Campbell 2008), to show how, in addition to outright omission (nonrepresentation), ableism-informed marketplace misrepresentations of PWD can be manifested as: 1) exoticized idealization (representation portraying a 'supercrip' stereotype); and 2) faceist idealization (selective representation of PWD with characteristics closest to perceived 'able disability' norms).…”