{"title":"消极存在的形成:宗教、羞辱和消费者的脆弱性","authors":"Rohit Varman, Kanika Meshram","doi":"10.1177/14705931241275550","DOIUrl":null,"url":null,"abstract":"This study draws upon the lived experience of Sharankumar Limbale, a Dalit, as depicted in his autobiographical memoir, ‘The Outcaste’. Through Limbale’s narratives, we aim to understand how religion morphs consumption into a site of humiliation for Dalits. We examine Limbale’s caste-based market interactions and consumption to illuminate the reduction of Dalits to negative beings, subjected to interpellation as polluted individuals and to degrading consumption of waste. These negative beings endure ontological wounds and exist as degraded appendages to dominant social groups. This study calls attention to the recognition of the category of negative being within consumer research, as without it, the extreme vulnerability faced by certain consumer groups remains incomprehensible. Ultimately, this research advances the theoretical understanding of how religion plays a role in perpetuating and reinforcing conditions of extreme consumer vulnerability.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"81 1","pages":""},"PeriodicalIF":3.4000,"publicationDate":"2024-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The making of negative being: Religion, humiliation, and consumer vulnerability\",\"authors\":\"Rohit Varman, Kanika Meshram\",\"doi\":\"10.1177/14705931241275550\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study draws upon the lived experience of Sharankumar Limbale, a Dalit, as depicted in his autobiographical memoir, ‘The Outcaste’. Through Limbale’s narratives, we aim to understand how religion morphs consumption into a site of humiliation for Dalits. We examine Limbale’s caste-based market interactions and consumption to illuminate the reduction of Dalits to negative beings, subjected to interpellation as polluted individuals and to degrading consumption of waste. These negative beings endure ontological wounds and exist as degraded appendages to dominant social groups. This study calls attention to the recognition of the category of negative being within consumer research, as without it, the extreme vulnerability faced by certain consumer groups remains incomprehensible. Ultimately, this research advances the theoretical understanding of how religion plays a role in perpetuating and reinforcing conditions of extreme consumer vulnerability.\",\"PeriodicalId\":48020,\"journal\":{\"name\":\"Marketing Theory\",\"volume\":\"81 1\",\"pages\":\"\"},\"PeriodicalIF\":3.4000,\"publicationDate\":\"2024-08-22\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Marketing Theory\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1177/14705931241275550\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Marketing Theory","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/14705931241275550","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
The making of negative being: Religion, humiliation, and consumer vulnerability
This study draws upon the lived experience of Sharankumar Limbale, a Dalit, as depicted in his autobiographical memoir, ‘The Outcaste’. Through Limbale’s narratives, we aim to understand how religion morphs consumption into a site of humiliation for Dalits. We examine Limbale’s caste-based market interactions and consumption to illuminate the reduction of Dalits to negative beings, subjected to interpellation as polluted individuals and to degrading consumption of waste. These negative beings endure ontological wounds and exist as degraded appendages to dominant social groups. This study calls attention to the recognition of the category of negative being within consumer research, as without it, the extreme vulnerability faced by certain consumer groups remains incomprehensible. Ultimately, this research advances the theoretical understanding of how religion plays a role in perpetuating and reinforcing conditions of extreme consumer vulnerability.
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.