Mapping the absence: a theological critique of posthumanist influences in marketing and consumer research. Issue 15 (12th October 2020)

• Record Type: Journal Article
• Authors: Botez, Andrei; Hietanen, Joel; Tikkanen, Henrikki
• Is Part Of: Journal of marketing management. Volume 36:Issue 15/16(2020)
• Page Start: 1391
• Page End: 1416
• Publication Date: 2020-10-12
• Subjects: Posthumanism -- non-representational theory -- theology -- technology -- consumer culture -- modernism -- Christianity; Marketing -- Management -- Periodicals; Marketing -- Management; Periodicals; 658.8005
• DOI: 10.1080/0267257X.2020.1805491
• Languages: English
• ISSNs: 0267-257X

Abstract

ABSTRACT: In this study, we critically examine the ongoing adoption of various posthumanist influences into the fields of marketing and consumer research from a theological perspective. By conducting a theological-historical assessment, we propose that it is not posthuman notions of human/technology relations, nor their broader context in the emerging non-representational paradigms, that mark radically new disruptions in the continuing restructuring of the disciplines of marketing and consumer research. Instead, we argue that what is taking place is an implicit adherence to a contemporary form of age-old Christian dogma. As a radical conjecture, we thus propose that an identification of certain similarities between Christian dogma and the grounds for various posthumanist frameworks suggest that posthuman thought may well herald the global dissemination of a far more elusive, authoritarian, and hegemonic system than that which posthumanists typically claim to have abandoned. Consequently, we elaborate on implications to developments in marketing thought.