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

Andrei Botez, Joel Hietanen, Henrikki Tikkanen

Research output: Contribution to journalArticleScientificpeer-review

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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.
Original languageEnglish
Number of pages26
JournalJournal of Marketing Management
DOIs
Publication statusE-pub ahead of print - 2020
MoE publication typeA1 Journal article-refereed

Keywords

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

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