Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Crossing wires: short-circuiting marketing theory
Show others and affiliations
Number of Authors: 122022 (English)In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 22, no 2, p. 275-292Article in journal (Refereed) Published
Abstract [en]

In the popular imagination sex sells. Yet, marketing theory has relatively little to say about sexuality per se. Drawing on Žižek’s metaphor of critical theory as ‘short-circuiting’ the dominant discourse, we conceptualise marketing as a field that theorises sexuality only in a series of ‘closed circuits’. Knowledge becomes hierarchical when some topics, such as sexuality, are denied the theoretical freedom to roam in wider open circuits alongside other ‘mainstream’ marketing topics. We identify four ways in which certain topics are enclosed: theoretical, empirical, institutional and neo-colonial. We then seek to short-circuit this state of affairs by bringing together a heterogeneous group of scholars interested in sexuality. By crossing their critical insights like unexpected connections in a circuit, we create sparks of inspiration that challenge the contents, contexts and concepts that relate to marketing theories of sexuality. Our paper makes a specific theoretical contribution in arguing for sexuality to be treated as a phenomenon worth studying and theorising in its own right. However, it also makes a wider methodological and epistemological contribution in showing how various topics within marketing theory might be short-circuited to help flatten the hierarchies of knowledge created by closed and open circuits. 

Place, publisher, year, edition, pages
2022. Vol. 22, no 2, p. 275-292
Keywords [en]
Sexuality, short-circuiting, hierarchies, knowledge, subculture, gender, psychoanalysis, epistemology
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:su:diva-203128DOI: 10.1177/14705931221074722ISI: 000763474100001Scopus ID: 2-s2.0-85125931734OAI: oai:DiVA.org:su-203128DiVA, id: diva2:1646709
Available from: 2022-03-23 Created: 2022-03-23 Last updated: 2022-08-19Bibliographically approved

Open Access in DiVA

No full text in DiVA

Other links

Publisher's full textScopus

Authority records

Östberg, Jacob

Search in DiVA

By author/editor
Östberg, Jacob
By organisation
Stockholm Business School
In the same journal
Marketing Theory
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar

doi
urn-nbn

Altmetric score

doi
urn-nbn
Total: 53 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf