Marketing Logics and the Politics of Public Spheres: On Discursive Engineering and Enclosure

Abstract

Scholarship on publics has proliferated during the past two decades, especially in linguistic anthropology. Drawing on Michael Warner’s famous formulation, publics are now routinely theorized as a social form predicated on the reflexive circulation of discourse. This article, however, identifies a tension within Warner’s conception of publics. On the one hand, Warner levels a critique of liberal publicity, noting its exclusions and contradictions, but on the other hand, he models his own account of publics on the liberal public sphere and assumptions of voluntaristic, free speech. Working from ethnographic research on a government-sponsored nation-branding project undertaken in Macedonia, the article develops a different perspective on publics and their politics. It examines how practices of marketing and strategic communication now pervade public spheres and valorize not voluntaristic participation but discursive engineering, that is, concerted efforts to determine how discourse can and will circulate in some public. When tethered to projects of centralized political control, as happened in Macedonia during Nikola Gruevski’s prime ministership (2006-2016), practices of discursive engineering can result in enclosed public spheres. Ultimately, the article asks, what can attention to elite efforts to engineer and enclose public spheres teach about struggles over participation in contemporary contexts of mass publicity?