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<!DOCTYPE html> <html > <head> <meta charset="utf-8"> <meta rel="search" type="application/opensearchdescription+xml" href="/open_search.xml" title="Academia.edu"> <meta content="width=device-width, initial-scale=1" name="viewport"> <meta name="google-site-verification" content="bKJMBZA7E43xhDOopFZkssMMkBRjvYERV-NaN4R6mrs"> <meta name="csrf-param" content="authenticity_token" /> <meta name="csrf-token" content="253fPg5csiNg2gRXou14-zCemtt-45JRTucGOTbptuGabVpYWNWgaiC-TB__nzOnu3BnDiorNwKHDZionMDCtw" /> <meta name="citation_title" content="Omission and Commission as Marketplace Trauma" /> <meta name="citation_publication_date" content="2016/01/01" /> <meta name="citation_journal_title" content="Journal of Public Policy &amp; Marketing" /> <meta name="citation_author" content="apoorv khare" /> <meta name="twitter:card" content="summary" /> <meta name="twitter:url" content="https://www.academia.edu/80849669/Omission_and_Commission_as_Marketplace_Trauma" /> <meta name="twitter:title" content="Omission and Commission as Marketplace Trauma" /> <meta name="twitter:description" content="This article discusses the concepts of omission and commission as marketplace trauma within the theoretical framework of cultural trauma theory. The authors identify the meanings and processes of the people, activities, and outcomes likely when" /> <meta name="twitter:image" content="http://a.academia-assets.com/images/twitter-card.jpeg" /> <meta property="fb:app_id" content="2369844204" /> <meta property="og:type" content="article" /> <meta property="og:url" content="https://www.academia.edu/80849669/Omission_and_Commission_as_Marketplace_Trauma" /> <meta property="og:title" content="Omission and Commission as Marketplace Trauma" /> <meta property="og:image" content="http://a.academia-assets.com/images/open-graph-icons/fb-paper.gif" /> <meta property="og:description" content="This article discusses the concepts of omission and commission as marketplace trauma within the theoretical framework of cultural trauma theory. The authors identify the meanings and processes of the people, activities, and outcomes likely when" /> <meta property="article:author" content="https://independent.academia.edu/khareapoorv" /> <meta name="description" content="This article discusses the concepts of omission and commission as marketplace trauma within the theoretical framework of cultural trauma theory. The authors identify the meanings and processes of the people, activities, and outcomes likely when" /> <title>(PDF) Omission and Commission as Marketplace Trauma</title> <link rel="canonical" href="https://www.academia.edu/80849669/Omission_and_Commission_as_Marketplace_Trauma" /> <script async src="https://www.googletagmanager.com/gtag/js?id=G-5VKX33P2DS"></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'G-5VKX33P2DS', { cookie_domain: 'academia.edu', send_page_view: false, }); gtag('event', 'page_view', { 'controller': "single_work", 'action': "show", 'controller_action': 'single_work#show', 'logged_in': 'false', 'edge': 'unknown', // Send nil if there is no A/B test bucket, in case some records get logged // with missing data - that way we can distinguish between the two cases. // ab_test_bucket should be of the form <ab_test_name>:<bucket> 'ab_test_bucket': null, }) </script> <script> var $controller_name = 'single_work'; var $action_name = "show"; var $rails_env = 'production'; var $app_rev = '8a116c19e8726d72e5f38e985ded30eabdbede04'; var $domain = 'academia.edu'; var $app_host = "academia.edu"; var $asset_host = "academia-assets.com"; var $start_time = new Date().getTime(); var $recaptcha_key = "6LdxlRMTAAAAADnu_zyLhLg0YF9uACwz78shpjJB"; var $recaptcha_invisible_key = "6Lf3KHUUAAAAACggoMpmGJdQDtiyrjVlvGJ6BbAj"; var $disableClientRecordHit = false; </script> <script> window.require = { config: function() { return function() {} } } </script> <script> window.Aedu = window.Aedu || {}; window.Aedu.hit_data = null; window.Aedu.serverRenderTime = new Date(1740531016000); window.Aedu.timeDifference = new Date().getTime() - 1740531016000; </script> <script type="application/ld+json">{"@context":"https://schema.org","@type":"ScholarlyArticle","abstract":"This article discusses the concepts of omission and commission as marketplace trauma within the theoretical framework of cultural trauma theory. The authors identify the meanings and processes of the people, activities, and outcomes likely when marketplace omission and/or commission occur, as well as the factors that elevate these events from collective to cultural trauma. The authors use concepts of social structure, collective practices, and collective discourse in exploring the interconnectivity of marketplace traumas and their actors, victims, and consequences (i.e., constrained consumption, damaged marketing systems, and institutional privilege). They then leverage the same framework to propose further research and corrective actions.","author":[{"@context":"https://schema.org","@type":"Person","name":"apoorv khare","url":"https://independent.academia.edu/khareapoorv"}],"contributor":[],"dateCreated":"2022-06-06","datePublished":"2016-01-01","headline":"Omission and Commission as Marketplace Trauma","image":"https://attachments.academia-assets.com/87093825/thumbnails/1.jpg","inLanguage":"en","keywords":["Business","Sociology","Commission","Public Policy and Marketing","Medical and Health Sciences"],"publication":"Journal of Public Policy \u0026 Marketing","publisher":{"@context":"https://schema.org","@type":"Organization","name":"SAGE 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{"work":{"id":80849669,"created_at":"2022-06-06T10:36:10.335-07:00","from_world_paper_id":207511182,"updated_at":"2022-06-06T11:02:24.926-07:00","_data":{"abstract":"This article discusses the concepts of omission and commission as marketplace trauma within the theoretical framework of cultural trauma theory. The authors identify the meanings and processes of the people, activities, and outcomes likely when marketplace omission and/or commission occur, as well as the factors that elevate these events from collective to cultural trauma. The authors use concepts of social structure, collective practices, and collective discourse in exploring the interconnectivity of marketplace traumas and their actors, victims, and consequences (i.e., constrained consumption, damaged marketing systems, and institutional privilege). They then leverage the same framework to propose further research and corrective actions.","publisher":"SAGE Publications","publication_date":"2016,,","publication_name":"Journal of Public Policy \u0026 Marketing"},"document_type":"paper","pre_hit_view_count_baseline":null,"quality":"low","language":"en","title":"Omission and Commission as Marketplace Trauma","broadcastable":false,"draft":null,"has_indexable_attachment":true,"indexable":true}}["work"]; window.loswp.workCoauthors = [16894722]; window.loswp.locale = "en"; window.loswp.countryCode = "SG"; window.loswp.cwvAbTestBucket = ""; window.loswp.designVariant = "ds_vanilla"; window.loswp.fullPageMobileSutdModalVariant = "full_page_mobile_sutd_modal"; window.loswp.useOptimizedScribd4genScript = false; window.loginModal = {}; window.loginModal.appleClientId = 'edu.academia.applesignon'; window.userInChina = "false";</script><script defer="" src="https://accounts.google.com/gsi/client"></script><div class="ds-loswp-container"><div class="ds-work-card--grid-container"><div class="ds-work-card--container js-loswp-work-card"><div class="ds-work-card--cover"><div class="ds-work-cover--wrapper"><div class="ds-work-cover--container"><button class="ds-work-cover--clickable js-swp-download-button" data-signup-modal="{"location":"swp-splash-paper-cover","attachmentId":87093825,"attachmentType":"pdf"}"><img alt="First page of “Omission and Commission as Marketplace Trauma”" class="ds-work-cover--cover-thumbnail" src="https://0.academia-photos.com/attachment_thumbnails/87093825/mini_magick20220606-8881-1aold6i.png?1654537467" /><img alt="PDF Icon" class="ds-work-cover--file-icon" src="//a.academia-assets.com/images/single_work_splash/adobe_icon.svg" /><div class="ds-work-cover--hover-container"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span><p>Download Free PDF</p></div><div class="ds-work-cover--ribbon-container">Download Free PDF</div><div class="ds-work-cover--ribbon-triangle"></div></button></div></div></div><div class="ds-work-card--work-information"><h1 class="ds-work-card--work-title">Omission and Commission as Marketplace Trauma</h1><div class="ds-work-card--work-authors ds-work-card--detail"><a class="ds-work-card--author js-wsj-grid-card-author ds2-5-body-md ds2-5-body-link" data-author-id="16894722" href="https://independent.academia.edu/khareapoorv"><img alt="Profile image of apoorv khare" class="ds-work-card--author-avatar" src="//a.academia-assets.com/images/s65_no_pic.png" />apoorv khare</a></div><div class="ds-work-card--detail"><p class="ds-work-card--detail ds2-5-body-sm">2016, Journal of Public Policy & Marketing</p><div class="ds-work-card--work-metadata"><div class="ds-work-card--work-metadata__stat"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">visibility</span><p class="ds2-5-body-sm" id="work-metadata-view-count">…</p></div><div class="ds-work-card--work-metadata__stat"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">description</span><p class="ds2-5-body-sm">12 pages</p></div><div class="ds-work-card--work-metadata__stat"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">link</span><p class="ds2-5-body-sm">1 file</p></div></div><script>(async () => { const workId = 80849669; const worksViewsPath = "/v0/works/views?subdomain_param=api&work_ids%5B%5D=80849669"; const getWorkViews = async (workId) => { const response = await fetch(worksViewsPath); if (!response.ok) { throw new Error('Failed to load work views'); } const data = await response.json(); return data.views[workId]; }; // Get the view count for the work - we send this immediately rather than waiting for // the DOM to load, so it can be available as soon as possible (but without holding up // the backend or other resource requests, because it's a bit expensive and not critical). const viewCount = await getWorkViews(workId); const updateViewCount = (viewCount) => { try { const viewCountNumber = parseInt(viewCount, 10); if (viewCountNumber === 0) { // Remove the whole views element if there are zero views. document.getElementById('work-metadata-view-count')?.parentNode?.remove(); return; } const commaizedViewCount = viewCountNumber.toLocaleString(); const viewCountBody = document.getElementById('work-metadata-view-count'); if (!viewCountBody) { throw new Error('Failed to find work views element'); } viewCountBody.textContent = `${commaizedViewCount} views`; } catch (error) { // Remove the whole views element if there was some issue parsing. document.getElementById('work-metadata-view-count')?.parentNode?.remove(); throw new Error(`Failed to parse view count: ${viewCount}`, error); } }; // If the DOM is still loading, wait for it to be ready before updating the view count. if (document.readyState === "loading") { document.addEventListener('DOMContentLoaded', () => { updateViewCount(viewCount); }); // Otherwise, just update it immediately. } else { updateViewCount(viewCount); } })();</script></div><p class="ds-work-card--work-abstract ds-work-card--detail ds2-5-body-md">This article discusses the concepts of omission and commission as marketplace trauma within the theoretical framework of cultural trauma theory. The authors identify the meanings and processes of the people, activities, and outcomes likely when marketplace omission and/or commission occur, as well as the factors that elevate these events from collective to cultural trauma. The authors use concepts of social structure, collective practices, and collective discourse in exploring the interconnectivity of marketplace traumas and their actors, victims, and consequences (i.e., constrained consumption, damaged marketing systems, and institutional privilege). They then leverage the same framework to propose further research and corrective actions.</p><div class="ds-work-card--button-container"><button class="ds2-5-button js-swp-download-button" data-signup-modal="{"location":"continue-reading-button--work-card","attachmentId":87093825,"attachmentType":"pdf","workUrl":"https://www.academia.edu/80849669/Omission_and_Commission_as_Marketplace_Trauma"}">See full PDF</button><button class="ds2-5-button ds2-5-button--secondary js-swp-download-button" data-signup-modal="{"location":"download-pdf-button--work-card","attachmentId":87093825,"attachmentType":"pdf","workUrl":"https://www.academia.edu/80849669/Omission_and_Commission_as_Marketplace_Trauma"}"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span>Download PDF</button></div><div class="ds-signup-banner-trigger-container"><div class="ds-signup-banner-trigger ds-signup-banner-trigger-control"></div></div><div class="ds-signup-banner ds-signup-banner-control"><div id="ds-signup-banner-close-button"><button class="ds2-5-button ds2-5-button--secondary ds2-5-button--inverse"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">close</span></button></div><div class="ds-signup-banner-ctas" data-impression-entity-id="80849669" data-impression-entity-type="2" data-impression-source="signup-banner"><img src="//a.academia-assets.com/images/academia-logo-capital-white.svg" /><h4 class="ds2-5-heading-serif-sm">Sign up for access to the world's latest research</h4><button class="ds2-5-button ds2-5-button--inverse ds2-5-button--full-width js-swp-download-button" data-signup-modal="{"location":"signup-banner"}">Sign up for free<span class="material-symbols-outlined" style="font-size: 20px" translate="no">arrow_forward</span></button></div><div class="ds-signup-banner-divider"></div><div class="ds-signup-banner-reasons"><div class="ds-signup-banner-reasons-item"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">check</span><span>Get notified about relevant papers</span></div><div class="ds-signup-banner-reasons-item"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">check</span><span>Save papers to use in your research</span></div><div class="ds-signup-banner-reasons-item"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">check</span><span>Join the discussion with peers</span></div><div class="ds-signup-banner-reasons-item"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">check</span><span>Track your impact</span></div></div></div><script>(() => { // Set up signup banner show/hide behavior: // 1. 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Based on an empirical investigation of the bullfighting controversy in Spain, our work shows how activists engage in the production and circulation of compelling emotional prototypes of their adversaries. Such emotional prototypes constitute the discursive foundations of a pathic stigma, which, once established, taints the identity of the social groups associated with the practice. Our work frames the centrality of pathic stigmatization as a cultural mechanism mediating the relationship between emotion discourse and the subsequent delegitimization of consumer practices. We make three key contributions to the literature: we advance a rhetorical perspective on emotions and their role in deinstitutionalization processes; we further develop the theory of marketplace sentiments by showing how sentiments operate downstream; ...</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"The Role of Emotion Discourse and Pathic Stigma in the Delegitimization of Consumer Practices","attachmentId":81661747,"attachmentType":"pdf","work_url":"https://www.academia.edu/72938486/The_Role_of_Emotion_Discourse_and_Pathic_Stigma_in_the_Delegitimization_of_Consumer_Practices","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/72938486/The_Role_of_Emotion_Discourse_and_Pathic_Stigma_in_the_Delegitimization_of_Consumer_Practices"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="2" data-entity-id="41951536" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/41951536/Consuming_the_scapegoat_Mass_shootings_as_systemically_necessary_cultural_trauma_International_Journal_of_Marketing_Semiotics_and_Discourse_Studies_Vol_VIII_Special_Issue_on_Trauma_and_Consumption_pp_1_16">Consuming the scapegoat: Mass shootings as systemically necessary cultural trauma. International Journal of Marketing Semiotics & Discourse Studies, Vol.VIII, Special Issue on Trauma & Consumption, pp.1-16.</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="485953" href="https://uni-kassel.academia.edu/georgerossolatos">george rossolatos</a></div><p class="ds-related-work--metadata ds2-5-body-xs">International Journal of Marketing Semiotics & Discourse Studies, 2020</p><p class="ds-related-work--abstract ds2-5-body-sm">Mass shootings constitute a recurrent and most violent phenomenon in the U.S. and elsewhere. This paper challenges the ready-made, solipsistically contained metanarratives on offer by mainstream media and formal institutions with regard to the psychological antecedents of the perpetrating social actors, while theorizing mass shootings as acts of violence that are systemically inscribed in the foundations of communities. These foundations abide by the logic of sacrifice which is propagated in instances of collective traumatism. It is argued that the cultural trauma that emanates from events of mass shootings, inasmuch as the commemorative events that are performed on regular occasions, constitute re-enactments of the death drive that sustains communities. The cultural analytic deploys against a CDA reading of longitudinal studies on mass shootings, coupled with psychoanalytic discourse analysis, prior to submitting mass shootings to a deconstructive line of reasoning as systemically necessary transcendental violence. Ultimately, it is shown that the intertextual institutional chain that informs the mediatized representation of this social phenomenon merely attains to obliterate and, hence, to propagate cultural traumatism and the sacrificial logic that underpins it. The terms micrometanarrative, parafunction and expropriating ipseity are introduced and operationalized in this context.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Consuming the scapegoat: Mass shootings as systemically necessary cultural trauma. International Journal of Marketing Semiotics \u0026 Discourse Studies, Vol.VIII, Special Issue on Trauma \u0026 Consumption, pp.1-16.","attachmentId":64513325,"attachmentType":"pdf","work_url":"https://www.academia.edu/41951536/Consuming_the_scapegoat_Mass_shootings_as_systemically_necessary_cultural_trauma_International_Journal_of_Marketing_Semiotics_and_Discourse_Studies_Vol_VIII_Special_Issue_on_Trauma_and_Consumption_pp_1_16","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/41951536/Consuming_the_scapegoat_Mass_shootings_as_systemically_necessary_cultural_trauma_International_Journal_of_Marketing_Semiotics_and_Discourse_Studies_Vol_VIII_Special_Issue_on_Trauma_and_Consumption_pp_1_16"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="3" data-entity-id="30037669" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/30037669/The_Stigma_Turbine_A_Theoretical_Framework_for_Conceptualizing_and_Contextualizing_Marketplace_Stigma">The Stigma Turbine: A Theoretical Framework for Conceptualizing and Contextualizing Marketplace Stigma</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="560426" href="https://tulane.academia.edu/NatalieMitchell">Natalie Mitchell</a></div><p class="ds-related-work--abstract ds2-5-body-sm">Stigmas, or discredited personal attributes, emanate from social perceptions of physical characteristics, aspects of character, and " tribal " associations (e.g., race; Goffman 1963). Extant research has emphasized the perspective of the stigma target, with some scholars exploring how social institutions shape stigma. Yet the ways stakeholders within the sociocommercial sphere create, perpetuate, or resist stigma remain overlooked. The authors introduce and define marketplace stigma as the labeling, stereotyping, and devaluation by and of commercial stakeholders (consumers, companies and their employees, stockholders, and institutions) and their offerings (products, services, and experiences). The authors offer the Stigma Turbine as a unifying conceptual framework that locates marketplace stigma within the broader sociocultural context and illuminates its relationship to forces that exacerbate or blunt stigma. In unpacking the Stigma Turbine, the authors reveal the critical role that market stakeholders can play in (de)stigmatization, explore implications for marketing practice and public policy, and offer a research agenda to further understanding of marketplace stigma and stakeholder welfare.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"The Stigma Turbine: A Theoretical Framework for Conceptualizing and Contextualizing Marketplace Stigma","attachmentId":50489932,"attachmentType":"pdf","work_url":"https://www.academia.edu/30037669/The_Stigma_Turbine_A_Theoretical_Framework_for_Conceptualizing_and_Contextualizing_Marketplace_Stigma","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/30037669/The_Stigma_Turbine_A_Theoretical_Framework_for_Conceptualizing_and_Contextualizing_Marketplace_Stigma"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="4" data-entity-id="90584217" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/90584217/Ban_the_Word_Feminist_Control_and_Subversion_of_Stigma_in_Social_Movements_and_Consumer_Culture">Ban the Word Feminist? 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Control and Subversion of Stigma in Social Movements and Consumer Culture","attachmentId":94107830,"attachmentType":"pdf","work_url":"https://www.academia.edu/90584217/Ban_the_Word_Feminist_Control_and_Subversion_of_Stigma_in_Social_Movements_and_Consumer_Culture","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/90584217/Ban_the_Word_Feminist_Control_and_Subversion_of_Stigma_in_Social_Movements_and_Consumer_Culture"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="5" data-entity-id="74434017" data-sort-order="default"><a 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Marketplace","attachmentId":82589313,"attachmentType":"pdf","work_url":"https://www.academia.edu/74434017/Cries_From_the_Goblin_Market_Consumer_Narratives_in_the_Marketplace","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/74434017/Cries_From_the_Goblin_Market_Consumer_Narratives_in_the_Marketplace"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="6" data-entity-id="22041289" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/22041289/New_Consumption_Communities_Resisting_The_Hegemony_Of_The_Marketing_Process_Stream_23_Critical_Marketing_Visibility_Inclusivity_Captivity">New Consumption Communities: Resisting The Hegemony Of The Marketing Process Stream 23: Critical Marketing Visibility, Inclusivity, Captivity</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="26002148" href="https://hw.academia.edu/ProfessorMarylynCarrigan">Professor Marylyn Carrigan</a></div><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"New Consumption Communities: Resisting The Hegemony Of The Marketing Process Stream 23: Critical Marketing Visibility, Inclusivity, Captivity","attachmentId":42726038,"attachmentType":"pdf","work_url":"https://www.academia.edu/22041289/New_Consumption_Communities_Resisting_The_Hegemony_Of_The_Marketing_Process_Stream_23_Critical_Marketing_Visibility_Inclusivity_Captivity","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/22041289/New_Consumption_Communities_Resisting_The_Hegemony_Of_The_Marketing_Process_Stream_23_Critical_Marketing_Visibility_Inclusivity_Captivity"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="7" data-entity-id="43396198" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/43396198/Tackling_the_Subaltern_Quandary_Marketing_Systems_of_Dignity">Tackling the Subaltern Quandary: Marketing Systems of Dignity</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="2302560" href="https://independent.academia.edu/SujitJagadale">Sujit Jagadale</a><span>, </span><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="8258562" href="https://victoria.academia.edu/DjavlonbekKadirov">Djavlonbek Kadirov</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Journal of Macromarketing, 2018</p><p class="ds-related-work--abstract ds2-5-body-sm">The subaltern quandary refers to the failure of a fast-growing economy to improve the abysmal living conditions of marginalized groups. To gain a better insight into this issue, we investigate the subaltern group's experiences of marketing systems in the context of neo-liberal reforms in rural India. The qualitative analysis of subaltern narratives shows that subaltern experiences are shaped by marketization processes that imbue market relations with new stylized meanings of dignity. Despite these meanings perpetuating limited and distorted constructions, subalterns use them, exemplified in their attempts to minimize their perceived dissimilarity to other marketing system actors, in order to gain access to predominant, albeit flawed, marketing systems. Thus, the status quo is rarely challenged. This research suggests that the subaltern quandary can only be resolved when market development initiatives take human worth as a main goal, while subalterns are empowered with market system creation, design and governance capabilities. All sisters are sitting together in courtyard and pleading to their husbands, Oh, husband! Do not drink liquor, my heart bleeds seeing my son sleeping hungry! Rich man's son eats colorful fruits, grapes, and pomegranates, Oh, husband! My heart bleeds on seeing my son eating salt and bread! Rich man's son studies in district school and college, Oh, husband! My heart bleeds on seeing my son playing the stick-game Gulli danda! Rich man's son wears shirt, pants and puts a tie, Oh, husband! My heart bleeds on seeing my son wearing torn rags. .. (A song performed by a group of informants in an Indian village) The great Indian poverty debate still fascinates many scholars in different fields (Deaton and Kozel</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Tackling the Subaltern Quandary: Marketing Systems of Dignity","attachmentId":63692897,"attachmentType":"pdf","work_url":"https://www.academia.edu/43396198/Tackling_the_Subaltern_Quandary_Marketing_Systems_of_Dignity","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/43396198/Tackling_the_Subaltern_Quandary_Marketing_Systems_of_Dignity"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="8" data-entity-id="50063231" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/50063231/Consumers_in_Captivity_The_Death_of_Consumer_Sovereignty_and_Rise_of_Consumer_Slavery">Consumers in Captivity: The Death of Consumer Sovereignty & Rise of Consumer Slavery</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="77956891" href="https://independent.academia.edu/IjbmmJournal">Ijbmm Journal</a></div><p class="ds-related-work--metadata ds2-5-body-xs">International Journal of Business Marketing and Management, 2021</p><p class="ds-related-work--abstract ds2-5-body-sm">Gone are the days when consumers were kings with unrivalled dominion and unchallenged tastes and preferences. Time has seen consumers willingly or otherwise lose such sovereign and indomitable power in the marketplace and are now captive, on handcuffs of ruthless marketing tactics. Evidence witnessed that consumers are often hoodwinked to procure counterfeits, unhealthy products like junk foods, high caffeine drinks, guns, and brainwashed into relentless addiction. Minors are constantly targeted by advertisers while users of social media platforms live with privacy risks and breaches by their providers that boundlessly retain consumer databases. Indirect taxes often double tax and impoverish consumers worsened by government restrictions and international economic sanctions that breeds scarcity. From such findings, we suggest that there is need to save consumers from themselves and the prevailing ruthless marketing practices to supplement on energies of consumer protection watchdogs. Parents and schools ought to indoctrinate sustainable consumption values into children to curb junk food supply and pointless addictions. Further, United Nations and related bodies should prioritize ordinary consumer plight before approving economic sanctions to save citizens from slavery. Consumers are correspondingly encouraged to rationally appraise market offerings to discard counterfeits and other unhealthy goods instead of complaining while complying.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Consumers in Captivity: The Death of Consumer Sovereignty \u0026 Rise of Consumer Slavery","attachmentId":68187035,"attachmentType":"pdf","work_url":"https://www.academia.edu/50063231/Consumers_in_Captivity_The_Death_of_Consumer_Sovereignty_and_Rise_of_Consumer_Slavery","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/50063231/Consumers_in_Captivity_The_Death_of_Consumer_Sovereignty_and_Rise_of_Consumer_Slavery"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="9" data-entity-id="88955944" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/88955944/Market_system_dynamics_the_value_of_and_the_open_questions_associated_with_studying_markets_in_consumer_culture_theory">Market system dynamics: the value of and the open questions associated with studying markets in consumer culture theory</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="392178" href="https://northwestern.academia.edu/AshleeHumphreys">Ashlee Humphreys</a></div><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Market system dynamics: the value of and the open questions associated with studying markets in consumer culture theory","attachmentId":92840835,"attachmentType":"pdf","work_url":"https://www.academia.edu/88955944/Market_system_dynamics_the_value_of_and_the_open_questions_associated_with_studying_markets_in_consumer_culture_theory","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/88955944/Market_system_dynamics_the_value_of_and_the_open_questions_associated_with_studying_markets_in_consumer_culture_theory"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div></div></div><div class="ds-sticky-ctas--wrapper js-loswp-sticky-ctas hidden"><div class="ds-sticky-ctas--grid-container"><div class="ds-sticky-ctas--container"><button class="ds2-5-button js-swp-download-button" data-signup-modal="{"location":"continue-reading-button--sticky-ctas","attachmentId":87093825,"attachmentType":"pdf","workUrl":null}">See full PDF</button><button class="ds2-5-button ds2-5-button--secondary js-swp-download-button" data-signup-modal="{"location":"download-pdf-button--sticky-ctas","attachmentId":87093825,"attachmentType":"pdf","workUrl":null}"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span>Download PDF</button></div></div></div><div class="ds-below-fold--grid-container"><div class="ds-work--container js-loswp-embedded-document"><div class="attachment_preview" data-attachment="Attachment_87093825" style="display: none"><div class="js-scribd-document-container"><div class="scribd--document-loading js-scribd-document-loader" style="display: block;"><img alt="Loading..." src="//a.academia-assets.com/images/loaders/paper-load.gif" /><p>Loading Preview</p></div></div><div style="text-align: center;"><div class="scribd--no-preview-alert js-preview-unavailable"><p>Sorry, preview is currently unavailable. 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