Towards a Macromarketing and Consumer Culture Theory Intersection: Participatory and Deliberative Methodologies

Abstract

This article provides a discussion on the use of an alternative paradigm towards a cross-fertilization of CCT and macromarketing. Researchers at the intersection of CCT and macromarketing can benefit from both research traditions' relative strength: the deep sociocultural focus of CCT and the structural lens of Macromarketing. To facilitate this dialogue, the authors propose an innovative and inclusive approach to research design and data collection. More specifically, the action research paradigm that is driven by an agenda for an egalitarian participation into the social sphere, a multidimensional wellbeing, and a reflexive social change is introduced. The discussion on an action research-driven research design and methodology also builds upon the key insights of Macromarketing and CCT traditions and offers a detailed framework for researchers who wish to bring an alternative and fresh look into a CCT/Macromarketing alliance.

Problematizing the Postfeminist Gaze: A Critical Exploration of Young Women’s Readings of Gendered Power Relations in Advertising

“…Thus, while recognizing the importance of consumer agency, including feminist conscious-raising efforts (Sowards and Renegar 2004), and the need for greater industry awareness around the role of marketing (Borgerson and Schroeder 2002; Gurrieri, Brace-Govan, and Cherrier 2016), we argue that increased attention must be paid to broader cultural discourses which underpin and circulate between the two. In foregrounding postfeminism as a discursive resource that structures the cultural realities of women’s lived experiences, including the ways they view and relate to themselves as well as others, we elucidate the insidious workings of gendered power relations and shed light on how individual consumers, organizations, and market systems derive meaning (Saatcioglu and Corus 2019).…”

“…Macromarketers have long been interested in how marketing and consumption-related activities at the individual or firm level occur within and derive meaning from larger systems (Saatcioglu and Corus 2019). Accordingly, gender research within this discipline tends to focus on how gender is produced and reproduced over time (Brace-Govan 2010; Minowa, Maclaran, and Stevens 2019; Yazdanparast et al 2018) and how depictions of gender reflect and shape societal values (Gurrieri, Brace-Govan, and Cherrier, 2016; Minowa, Maclaran, and Stevens 2014).…”

Brokering Intercultural Relations in the Rainbow Nation: Introducing Intercultural Marketing

“…We conducted a two-stage study: systematic review of SA advertising from 1994-2018 – the 25 years of Rainbow Nation-building after the fall of apartheid, followed by a critical visual analysis of campaigns depicting cultural diversity meanings, as derived from review. Because visual representations facilitate both (re)production and dynamic transformations of culture(s) (Saatcioglu and Corus 2018), we deemed this approach best fitting for examining evolution of marketing representations to align with the dynamics of ideological and lived levels development of RN. We pursued the two-fold objective of theorizing, from the SA context (Whetten 2009), how alignment with the ideological and lived levels of superdiversity can consolidate the role of marketing in brokering intercultural relations and contextualizing the existing strategies of marketing applied to the RN agenda in SA.…”

“…First, we direct attention to the important dialogical interface for reconciliatory social development that marketing plays between policy makers and society. Given rising intercultural tensions across many contemporary societies, delineating marketers’ role as brokers of intercultural relations contributes towards a macromarketing focus on the role of marketing in enhancing quality of life within marketplaces (Cross, Harrison, and Gilly 2017; Kennedy 2016; Saatcioglu and Corus 2018). Second, by introducing a conceptualization of intercultural marketing grounded in a post-colonial, superdiverse society that is further advanced than most of the world’s nations in reconciling intercultural tensions in nation-building, we offer a theory that highlights and explicates the need for advancing marketing strategies of multicultural representation beyond the current status quo.…”

Citizen Participation in Political Markets: Extending Service-Dominant Logic to Public Policy

“…Each of these three manifestations of the “market-with” philosophy call for theoretical understanding of citizens’ capability to inform actors in political markets beyond electoral markets depicted as the base of the pyramid in Figure 1. In addition, a major challenge for developing citizen participation in governmental marketing and intragovernmental marketing is the lack of methods to make such participation meaningful without overburdening those who participate in terms of time and energy required to make meaningful contributions (Ozanne, Corus, and Saatcioglu 2009; Saatcioglu and Corus 2019).…”