Mapping the absence : A theological critique of posthumanist influences in marketing and consumer research

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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

Title: Mapping the absence : A theological critique of posthumanist influences in marketing and consumer research
Author: Botez, Andrei; Hietanen, Joel; Tikkanen, Henrikki
Other contributor: University of Helsinki, Centre for Consumer Society Research
Date: 2020-10-12
Language: eng
Number of pages: 26
Belongs to series: Journal of Marketing Management
ISSN: 0267-257X
DOI: https://doi.org/10.1080/0267257X.2020.1805491
URI: http://hdl.handle.net/10138/327200
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 to developments in marketing thought.
Subject: 512 Business and Management
614 Theology
Posthumanism
non-representational theory
theology
technology
consumer culture
modernism
Christianity
CULTURE THEORY
CONSUMPTION
RELIGION
WORLDS
ANTHROPOCENE
EPISTEMOLOGY
ASSEMBLAGE
SOCIOLOGY
IDENTITY
HERITAGE
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