This article offers an analysis of marketing as an ideological set of practices that makes cultural interventions designed to infuse social relations with biopolitical injunctions. We examine a contemporary site of heightened attention within marketing: the rise of online communities and the attendant profession of social media marketing managers. We argue that social media marketers disavow a core problem; namely, that the object at stake, the customer community, barely exists. The community therefore functions ideologically. We describe the ideological gymnastics necessary (...) for maintaining momentum behind a practice that barely exists and we ponder why such ideologies are necessary, and what they allow the marketer to do. Working with such concepts as ‘the wild’, ‘communicative capitalism’, and ‘biopolitical marketing’, we explore a genre of popular business literature that proselytizes for online customer communities and we reflect on the broader implications. (shrink)

This paper presents an overview of the elements which characterize a research attitude and approach introduced by Michel Foucault and further developed as ‘studies of governmentality’ into a sub‐discipline of the humanities during the past decade, including also applications in the field of education. The paper recalls Foucault's introduction of the notion of ‘governmentality’ and its relation to the ‘mapping of the present’ and sketches briefly the way in which the studies of governmentality have been elaborated in general and in (...) the context of research in education more particularly. It indicates how the studies of governmentality can be related to a cartography of the learning society, a cartography which helps us to get lost and to liberate our view. (shrink)

The article analyses the common notion that the consumer society is a reflection of those principles in the market that also provide the ideas of democracy and liberal constitutionalism with legitimacy in the political realm. The inalienable right to self-development and self-determination makes the individual the starting and ending point of life, rendering all spheres of market and society a ‘republic of choice’. But if consumer society shares the essentials of liberal constitutionalism and the rational, processual nature of democratic representation, (...) then its ontology needs to be investigated for the same reason and in the same manner as legal and political philosophy dissects the legitimacy and validity of the parliamentary institutions of modern democracy. Just as in the political philosophy of the constitutional structure of the democratic state, the question of who is sovereign is key to understanding the ontology of consumer society. But rather than simply placing sovereignty into the hands of the independent, self-determined consumer, the earliest ontologists of the consumer society took recourse to medieval political theology and presented the consumer market as a new corpus mysticum. Thus, it is medieval political theology, not modern liberal thought, which provided for an ontologization of the consumer. This, in turn, directly pertains to the questions of the legitimacy of consumer society per se, of consumer decisions in particular and of their sources of legitimacy. (shrink)

As research on ethical consumers and consumption practices has continued to grow, a complimentary body of work concerned less with ethical consumption but more with ethics in consumption has emerged. Problematizing the divide between ethical and non-ethical consumption, this stream of research focuses on the domain of everyday and explores the moral struggles individuals face while engaging in ordinary consumption practices. However, the attention on the ordinary runs the risk of obscuring the contribution of the ‘extraordinary’ or the transcendental to (...) the ethical concerns embedded in the mundane flow of the everyday. This study addresses this blind spot and explores the ways in which religion is implicated in everyday consumption ethics. In doing so, I go beyond a view of religion as an individual trait and emphasize its role as a major institutional structure of the contemporary political economy. The empirical context of the study is the controversy over the so-called halal nail polish. The debate over the products’ appropriateness for Muslim women provides a fertile setting to explore how an ordinary object becomes an ethical problem amid changing relations between religion and market. In order to trace and analyse the linkages between daily practices and institutional dynamics I draw from the moral economy framework and discuss the multiple and conflicting moral repertoires that shape the ethical evaluations of the object. The study offers several contributions to the existing theorizations of everyday consumption ethics and moral economies of consumption. It also highlights the potential of interdisciplinary approaches in providing a holistic understanding of the ethical and moral dimensions of consumption. (shrink)

Political consumerism is consumer choice beyond self-interest. Allegedly blurring the public–private threshold and overcoming the limits of traditional politics, it epitomizes in many respects late modern governance. Reflecting on the meaning and scope of consumer political agency, scholarship has engaged with the governmentality perspective. Important studies have ensued, together with irresolvable disputes and a neglect of the relationship that consumers establish with their objects of concern. To address this question, and drawing on the philosophical contributions of Roberto Esposito, the article (...) elaborates on the notion of immunization. Being immune means having nothing in common with others, no obligations towards them. This analytical register may significantly broaden our understanding of current changes in political agency. A review of three main issues (responsibility-taking, downshifting, and the public) shows that the paradox of political consumerism – like other forms of governance that replace political obligations with private autonomies – is that it endeavours to (re)establish or strengthen the communal ties while at the same time using immunization as its fundamental resource. (shrink)

This article examines the way advertising was rationalized in the early twentieth-century United States. Drawing on a targeted archival comparison with the United Kingdom, I show how the extensive mobilization undertaken to legitimate and rationalize advertising, rather than changes in the techniques employed in the content of ads themselves, were seen by actors in the mid-1920s to explain most of the extraordinary advances made by American advertising. Building on that comparison, I show how American advertising was transformed, particularly around World (...) War I, into a legitimate profession situated at the center of a network of expertise about consumers and their media. Under the banner of “truth in advertising” ads came to be regarded as a legitimate, rational, and sustained business investment, leading to an enormous increase in aggregate expenditures. I argue that future research should examine how this process fuelled mass media and contributed to the conditions for modern consumerism. (shrink)

This paper presents an overview of the elements which characterize a research attitude and approach introduced by Michel Foucault and further developed as ‘studies of governmentality’ into a sub‐discipline of the humanities during the past decade, including also applications in the field of education. The paper recalls Foucault's introduction of the notion of ‘governmentality’ and its relation to the ‘mapping of the present’ and sketches briefly the way in which the studies of governmentality have been elaborated in general and in (...) the context of research in education more particularly. It indicates how the studies of governmentality can be related to a cartography of the learning society, a cartography which helps us to get lost and to liberate our view. (shrink)

With “consumer demand” credited with driving major changes in the food industry related to food quality, safety, environmental, and social concerns, the contemporary politics of food has become characterized by a variety of attempts to redefine food consumption as an expression of citizenship that speaks of collective rights and responsibilities. Neoliberal political orthodoxy constructs such citizenship in terms of the ability of individuals to monitor and regulate their own behavior as entrepreneurs and as consumers. By contrast, many proponents of alternative (...) food networks promote the idea that food citizenship is expressed through participation in social arrangements based on solidarity and coordinated action rather than on contractual and commoditized relationships between so-called “producers” and “consumers.” This paper thus focuses its analysis on the strategies used to mobilize people as consumers of particular products and the ways, in turn, in which people use their consumption choices as expressions of social agency or citizenship. In particular, the paper examines how the marketing, pricing, and distribution of foods interact with food standards to enable and constrain specific expressions of food citizenship. It is argued that narrow and stereotypical constructions of the “ethical consumer” help to limit the access of particular people and environmental values, such as biodiversity, to the ethical marketplace. (shrink)

If capitalism is being increasingly understood as performative and processual, and if these understandings are being folded into capitalism's production of itself, what place does gender have in performing the commercial world? This article argues that the significance of gender as genre or type has been overlooked in the recent literature on the performance of the market or market relations. While the role of economic theories and management practices in making markets has been examined, and the place of women in (...) organizations has been explored, little attention has been paid to how gender as a productive process marks the creation and maintenance of market relations. Using material from a recent ethnographic study of the advertising industry, I examine how advertising practitioners incorporate vitalist understandings of market relations and of knowledge-producing activities into their practices. Framed as `creativity' and `innovation', these discursive practices perform what practitioners understand as a reproductive function in commercial life. (shrink)

Plant-based milk alternatives–or mylks–have surged in popularity over the past ten years. We consider the politics and consumer subjectivities fostered by mylks as part of the broader trend towards ‘plant-based’ food. We demonstrate how mylk companies inherit and strategically deploy positive framings of milk as wholesome and convenient, as well as negative framings of dairy as environmentally damaging and cruel, to position plant-based as the ‘better’ alternative. By navigating this affective landscape, brands attempt to make mylk as simultaneously palatable and (...) disruptive to the status quo. We examine the politics of mylks through the concept of palatable disruption, where people are encouraged to care about the environment, health, and animal welfare enough to adopt mylks but to ultimately remain consumers of a commodity food. By encouraging consumers to reach for “plant-based” as a way to cope with environmental catastrophe and a life out of balance, mylks promote a neoliberal ethic: they individualize systemic problems and further entrench market mechanisms as solutions, thereby reinforcing the political economy of industrial agriculture. In conclusion, we reflect on the limits of the current plant-based trend for transitioning to more just and sustainable food production and consumption. (shrink)

This article explores how theoretical arguments in relation to the concepts of embodiment and identity can allow one to analyse and explore the cultural and psychological significance of a contemporary set of practices of the `hallucinatory self', exemplified by members of the Hearing Voices Network. The article considers work in `critical psychology', which has largely been ignored by media and cultural theory. Through specific analysis of the ways in which a group of voice-hearers are enacting their identities outside of the (...) frameworks of the `psy' disciplines, the limits of current theories of identity will be exemplified. The article suggests that cultural and social theory must move beyond `consumption' as one of the key sites of subjectification, and begin to explore the significance of sites organized through divisions made between the normal and the abnormal. This will involve developing theories of subject formation which can adequately theorize the relations between truth, power and desire, and can pay attention to those situated practices which produce the various possibilities of experience in relation to contemporary forms of selfhood. (shrink)