“It can be assumed that, if our conceptual model is valid, then…”: The Construction of Multiple Identities in Economics vs. Marketing

This paper presents the findings of a comparative study of identity within the closely related disciplines of economics and marketing. On the basis of a multi-disciplinary corpus of authentic research articles, the analysis is intended to shed light on the main linguistic tools associated with three dimensions of identity, i.e. professional, academic and disciplinary (Crawford Camiciottoli 2007). The quantitative and qualitative investigation of the collocational context of keywords expressing identity points to a substantial disciplinary homogeneity in the construction of the respective professional and academic profiles, since both economists and marketing scholars present themselves as credible arguers who both master the technicalities of the field and seek a dialogic rapport with the audience. By contrast, corpus evidence highlights a clear-cut epistemological divide in terms of disciplinary identity. Data suggest that marketing is constantly characterised by references to the empirical and experimental nature of the discipline, whereas economics contains references to hypothetical reasoning as a constitutive factor of disciplinary culture.