Red Tsars and Iron Ladies: Exploring the role of marketing forces in the construction of political heroism

IF 3.4 4区管理学 Q2 BUSINESS

Marketing Theory Pub Date : 2022-10-31 DOI:10.1177/14705931221137734

Georgios Patsiaouras, James A. Fitchett

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引用次数: 1

Abstract

Considering the inherently divisive legacy of political (anti)heroes, marketing scholars have paid limited attention to the construction of heroic political profiles and institutions. Accordingly, this study seeks to provide an original and thorough analysis on how two 20th century political (anti)heroes have been manufactured and shaped through early and contemporary forms of marketing practice. Adopting a historical perspective and focussing on the political profiles of Joseph Stalin and Margaret Thatcher, the aim of the paper is threefold. Firstly, we show the involvement of propaganda and marketing practice behind the emergence of heroic profiles and we highlight their impact to the construction of hero institutions. Secondly, we critically discuss the role of State propaganda and marketing forces in the shaping, maintenance and communication of collective heroic discourses aiming to strengthen the ideological underpinnings of these heroic institutions. Finally, we provide novel insights on the underexamined role of marketing practice as agent of social-political change behind the rise of political forces that shape government policy, marketplaces and consumer cultures.

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红色沙皇与铁娘子：探索营销力量在政治英雄主义建设中的作用

考虑到政治(反)英雄固有的分裂遗产，市场营销学者对英雄政治形象和制度的构建关注有限。因此，本研究试图对两位20世纪的政治(反)英雄是如何通过早期和当代形式的营销实践被制造和塑造的，提供一个原始而彻底的分析。采用历史的视角，关注约瑟夫·斯大林和玛格丽特·撒切尔的政治形象，本文的目的有三个方面。首先，我们展示了英雄形象出现背后的宣传和营销实践的参与，并强调了它们对英雄制度建设的影响。其次，我们批判性地讨论了国家宣传和市场力量在塑造、维护和传播集体英雄话语方面的作用，这些话语旨在加强这些英雄机构的意识形态基础。最后，我们提供了关于营销实践作为塑造政府政策、市场和消费文化的政治力量崛起背后的社会政治变革代理人的未被审视的作用的新颖见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Marketing Theory BUSINESS-

CiteScore

5.90

自引率

0.00%

发文量

期刊介绍： Marketing Theory provides a fully peer reviewed specialised academic medium and main reference for the development and dissemination of alternative and critical perspectives on marketing theory. A growing number of researchers and management practitioners who believe that conventional marketing theory is often ill suited to the challenges of the modern business environment. The aim of Marketing Theory is to create a high quality, specialist outlet for management and social scientists who are committed to developing and reformulating marketing as an academic discipline by critically analysing existing theory. The journal promotes an ethos that is explicitly theory driven; international in scope and vision; open, reflexive, imaginative and critical; and interdisciplinary.