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

Andrei Botez, Joel Hietanen, Henrikki Tikkanen

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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.
Original languageEnglish
Pages (from-to)1391-1416
JournalJournal of Marketing Management
Issue number15-16
Early online date2020
Publication statusPublished - 2020
MoE publication typeA1 Journal article-refereed


  • Posthumanism
  • non-representational theory
  • theology
  • technology
  • consumer culture
  • modernism
  • Christianity


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