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Creating the cautio...
Creating the cautious consumer : Marketing managerialism and bio-power in health consumption
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- Yngfalk, Carl, 1980- (författare)
- Stockholms universitet,Stockholms centrum för forskning om offentlig sektor (SCORE),Marknadsföring
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- Fyrberg Yngfalk, Anna, 1980- (författare)
- Stockholms universitet,Marknadsföring,Ersta Sköndal University College, Sweden
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(creator_code:org_t)
- 2015-02-18
- 2015
- Engelska.
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Ingår i: Journal of Macromarketing. - : SAGE Publications. - 0276-1467 .- 1552-6534. ; 35:4, s. 435-447
- Relaterad länk:
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https://urn.kb.se/re...
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visa fler...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- This study examines the power and potential of marketing in the proliferation of health discourses in society. More specifically, drawing on a Foucauldian bio-political framework, it undertakes a discourse analysis of a commercial weight-loss program and the service marketing managerialism it actualizes, focusing on the interactions between service workers and consumers. The study contributes to recent discussions concerning the governmentality of marketing and its effects on consumer well-being by showing how people are invested in identity work in which the body becomes a site of collective control in consumer culture. The study reveals how service marketing is infused with bio-power, which simultaneously spurs people to lose weight and constructs them as cautious consumers that embody increased levels of self-care, control, anxiety and stress. Finally, it is argued that this continuous creation of bodily distress functions as a key mechanism of the contemporary market economy under neoliberal capitalism.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- critical marketing
- service
- health consumption
- bio-power
- the body
- macromarketing
- företagsekonomi
- Business Administration
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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