Research on Languages and Linguistics at Sussex: Wednesday 18 February, 13.00. Jubilee G36
This week we are pleased to host Gerlinde Mautner from Vienna University of Economics and Business for our ROLLS talk. All welcome, as always.
This week we are pleased to host Gerlinde Mautner from Vienna University of Economics and Business for our ROLLS talk. All welcome, as always.
Marketing Textbooks: A CDA Perspective
Proponents
of Critical Marketing claim that mainstream marketing pursues a
performative and managerialist agenda; in other words, that researchers
working in the mainstream are more on the side of business interests
than of disinterested scholarship (Tadajewski and Brownlie, 2008). In
this talk, I will substantiate that claim by applying a critical
discourse perspective to introductory marketing textbooks
(arguably key vehicles for socializing business students into the
discipline). In particular, I will discuss (i) how these textbooks
deploy semiotic resources to navigate the tension between
analysing marketing and promoting it,
(ii) how they deal with ethical issues and (iii) how they align
themselves with corporate interests and distance themselves from
critical voices (Mautner, forthcoming). Taken together, these
acts of discursive positioning result in the idea of marketing being
promoted, while the foundations of consumer capitalism are not
challenged.
References:
Mautner, G. Forthcoming.
Discourse and Management. Critical Perspectives Through the Language Lens. Basingstoke: Palgrave Macmillan.
Tadajewski, M. and D. Brownlie. 2008. Critical marketing: A limit attitude. In: M. Tadajewski and D. Brownlie (eds),
Critical Marketing. Contemporary Issues in Marketing. Chichester: John Wiley and Sons.
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