Ross Gordon, Theresa Harada, Gordon Waitt, L. Gurrieri
{"title":"通过摩尔和分子线重新定义风险和有害消费:移动智能手机体育博彩安排","authors":"Ross Gordon, Theresa Harada, Gordon Waitt, L. Gurrieri","doi":"10.1177/14705931231202360","DOIUrl":null,"url":null,"abstract":"This paper seeks to extend existing conceptualisations of risky and harmful consumption. Our work draws on a qualitative, rhizomatic study of Australian consumers’ sports betting practices. We utilise Deleuze and Guattari’s related concepts of molar and molecular lines and lines of flight to draw attention to sports betting’s mutually affecting discursive, socio-material and emotional intensities. We examine the ongoing tensions between how people understand themselves as gamblers, the social normalisation of gambling and the parameters of risky betting behaviour. We argue that conceiving gambling consumption through molar and molecular lines challenges the binaries inherent in current framings of risky and harmful consumption. We also consider the possibilities for lines of flight and implications for gambling harm.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":3.4000,"publicationDate":"2023-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Reconceptualising risky and harmful consumption through molar and molecular lines: Mobile smartphone sports betting arrangements\",\"authors\":\"Ross Gordon, Theresa Harada, Gordon Waitt, L. Gurrieri\",\"doi\":\"10.1177/14705931231202360\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This paper seeks to extend existing conceptualisations of risky and harmful consumption. Our work draws on a qualitative, rhizomatic study of Australian consumers’ sports betting practices. We utilise Deleuze and Guattari’s related concepts of molar and molecular lines and lines of flight to draw attention to sports betting’s mutually affecting discursive, socio-material and emotional intensities. We examine the ongoing tensions between how people understand themselves as gamblers, the social normalisation of gambling and the parameters of risky betting behaviour. We argue that conceiving gambling consumption through molar and molecular lines challenges the binaries inherent in current framings of risky and harmful consumption. We also consider the possibilities for lines of flight and implications for gambling harm.\",\"PeriodicalId\":48020,\"journal\":{\"name\":\"Marketing Theory\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.4000,\"publicationDate\":\"2023-09-07\",\"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/10.1177/14705931231202360\",\"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/10.1177/14705931231202360","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Reconceptualising risky and harmful consumption through molar and molecular lines: Mobile smartphone sports betting arrangements
This paper seeks to extend existing conceptualisations of risky and harmful consumption. Our work draws on a qualitative, rhizomatic study of Australian consumers’ sports betting practices. We utilise Deleuze and Guattari’s related concepts of molar and molecular lines and lines of flight to draw attention to sports betting’s mutually affecting discursive, socio-material and emotional intensities. We examine the ongoing tensions between how people understand themselves as gamblers, the social normalisation of gambling and the parameters of risky betting behaviour. We argue that conceiving gambling consumption through molar and molecular lines challenges the binaries inherent in current framings of risky and harmful consumption. We also consider the possibilities for lines of flight and implications for gambling harm.
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.