Stigmas that matter: Diffracting marketing stigma theoretics

Abstract

The rich tradition of stigma theoretics in marketing and consumer research develops understanding of consumer stigma management, mitigated via marketing-mediated solutions, broadly within a Goffmanian liberal frame. However, building on classic liberal formulations of stigma, sociologists of stigma further examine the impact of the neoliberal political economy in terms of where stigma is produced, by whom and for what purposes. Using the empirical illustration of the emergence of HIV PreExposure Prophylaxis (PrEP), this paper seeks to develop these stigma theoretics towards the concept of stigma diffraction exploring the multiple stigma effects that can be identified and conceptualised through a diffractive lens. This encompasses and theorises beyond traditionally stigmatised contexts, groups and individuals to conceptualise a dynamic and diverse field of ‘stigmas that matter’.

Moving gender across, between and beyond the binaries: In conversation with Shona Bettany, Olimpia Burchiellaro and Rohan Venkatraman

“…Shona: I think it already is, in a way, in a lot of disciplines, not in marketing, you know. I mean, I don't know if any of you saw that paper that I did with Jack and Christian and David about PrEP that was in Marketing Theory (Bettany et al, 2022). What we wanted to do was open up the boxes because the classic consumer research study would have been: pick 20 cis White middle class men who are using PrEP and talk to them about their experiences of using PrEP and then theorize it.…”

Where spirituality and religion meet gender and sexuality: Toward a research agenda for intersectional marketing theory

“…[being] reborn as a sexual being'. His words evoke a spiritual epiphany, as though the eucharist-like pill could transubstantiate the body and sacralise same-sex sexuality -long stigmatized as sinful (see Bettany et al, 2022).…”

“…Thirdly, specific religious-informed ethics—mainstream or subcultural—can affect embodiment, gender/sexual norms, and sexual behaviors—even for laic or atheist consumers. A panelist observed that some of his informants, men who have sex with men consuming HIV pre-exposure prophylaxis (PrEP), often made sense of their experience of “being reborn” using magico-religious imagery: “when I got on PrEP for the first time, I very much felt I had this invisible shield, this kind of glow around my body protecting me’, resulting in ‘feeling for the very first time… [being] reborn as a sexual being.” His words evoke a spiritual epiphany, as though the Eucharist-like pill could transubstantiate the body and sacralize same-sex sexuality—long stigmatized as sinful (see Bettany et al, 2022). Consumption can indeed be sacralized (Belk et al, 2012) but in manners that reflect specific religious imaginaries.…”

From Crisis to Advocacy: Tracing the Emergence and Evolution of the LGBTQIA+ Consumer Market

“…Recent contributions in Cluster 2 acknowledge that stigma should be regarded as an outcome of the consumption context rather than a preexisting attribute (Bettany et al 2022). As such, stigma should not be ascribed solely to specific individuals or social groups (i.e., being stigmatized for being gay); rather, it is the result of a multiplicity of entangled factors, such as gender identification, sexual orientation, the context of stigmatization, income, and ethnicity (Bettany et al 2022). Understanding how stigma unfolds becomes essential to identify the barriers that prevent consumers from accessing critical services such as sexual or mental health services (Hildebrand et al 2013).…”