Abstract
The purpose of this article is to evaluate and advance tools that marketing and consumer researchers have recently gathered from assemblage and actor–network theories. By distinguishing between two different styles of applying these theories we explain that a ‘representational’, interventionist and problem-solving mode has come to dominate existing uses of assemblage and actor-network theories in our field. We explain that current applications can be supplemented by a non-representational mode of theorising that draws on work pioneered by Nigel Thrift. Specifically, we explain that non-representational marketing theory can expand our ontological sensitivities through improved attention to the minutiae and hitherto unrepresented constituents of life. Towards this end, we offer methodological suggestions to extend attention to flows of everyday marketplace activity, precognitive forms of networked agency, as well as affect and atmosphere in consumption spaces.
| Original language | English |
|---|---|
| Pages (from-to) | 377-394 |
| Number of pages | 18 |
| Journal | Marketing Theory |
| Volume | 14 |
| Issue number | 4 |
| Early online date | 9 May 2014 |
| DOIs | |
| Publication status | Published - 1 Dec 2014 |
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Keywords
- Actor–network theory
- affect
- assemblage theory
- method
- non-representational theory
- onflow
- precognitive
- relational ontology
Cite this
Non-Representational marketing theory. / Hill, Timothy; Canniford, Robin; Mol, Joeri.
In: Marketing Theory, Vol. 14, No. 4, 01.12.2014, p. 377-394.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Non-Representational marketing theory
AU - Hill, Timothy
AU - Canniford, Robin
AU - Mol, Joeri
PY - 2014/12/1
Y1 - 2014/12/1
N2 - The purpose of this article is to evaluate and advance tools that marketing and consumer researchers have recently gathered from assemblage and actor–network theories. By distinguishing between two different styles of applying these theories we explain that a ‘representational’, interventionist and problem-solving mode has come to dominate existing uses of assemblage and actor-network theories in our field. We explain that current applications can be supplemented by a non-representational mode of theorising that draws on work pioneered by Nigel Thrift. Specifically, we explain that non-representational marketing theory can expand our ontological sensitivities through improved attention to the minutiae and hitherto unrepresented constituents of life. Towards this end, we offer methodological suggestions to extend attention to flows of everyday marketplace activity, precognitive forms of networked agency, as well as affect and atmosphere in consumption spaces.
AB - The purpose of this article is to evaluate and advance tools that marketing and consumer researchers have recently gathered from assemblage and actor–network theories. By distinguishing between two different styles of applying these theories we explain that a ‘representational’, interventionist and problem-solving mode has come to dominate existing uses of assemblage and actor-network theories in our field. We explain that current applications can be supplemented by a non-representational mode of theorising that draws on work pioneered by Nigel Thrift. Specifically, we explain that non-representational marketing theory can expand our ontological sensitivities through improved attention to the minutiae and hitherto unrepresented constituents of life. Towards this end, we offer methodological suggestions to extend attention to flows of everyday marketplace activity, precognitive forms of networked agency, as well as affect and atmosphere in consumption spaces.
KW - Actor–network theory
KW - affect
KW - assemblage theory
KW - method
KW - non-representational theory
KW - onflow
KW - precognitive
KW - relational ontology
U2 - 10.1177/1470593114533232
DO - 10.1177/1470593114533232
M3 - Article
VL - 14
SP - 377
EP - 394
JO - Marketing Theory
JF - Marketing Theory
SN - 1470-5931
IS - 4
ER -