Mapping the absence

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Journal Title
Journal ISSN
Volume Title
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
Date
2020-10-12
Major/Subject
Mcode
Degree programme
Language
en
Pages
26
Series
Journal of Marketing Management
Abstract
In this study, we critically examine the ongoing adoption of various posthumanist influences into the fields of marketing and consumer research from a theological perspective. By conducting a theological-historical assessment, we propose that it is not posthuman notions of human/technology relations, nor their broader context in the emerging non-representational paradigms, that mark radically new disruptions in the continuing restructuring of the disciplines of marketing and consumer research. Instead, we argue that what is taking place is an implicit adherence to a contemporary form of age-old Christian dogma. As a radical conjecture, we thus propose that an identification of certain similarities between Christian dogma and the grounds for various posthumanist frameworks suggest that posthuman thought may well herald the global dissemination of a far more elusive, authoritarian, and hegemonic system than that which posthumanists typically claim to have abandoned. Consequently, we elaborate on implications todevelopments in marketing thought.
Description
doi: 10.1080/0267257X.2020.1805491
Keywords
Posthumanism, non-representational theory, theology, technology, consumer culture, modernism, Christianity
Other note
Citation
Botez , A , Hietanen , J & Tikkanen , H 2020 , ' Mapping the absence : a theological critique of posthumanist influences in marketing and consumer research ' , Journal of Marketing Management , vol. 36 , no. 15-16 , pp. 1391-1416 . https://doi.org/10.1080/0267257X.2020.1805491