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2024 | Buch

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Postcolonial Marketing Communication

Images from the Margin

herausgegeben von: Arindam Das, Himadri Roy Chaudhuri, Ozlem Sandikci Turkdogan

Verlag: Springer Nature Singapore

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

This volume approaches marcomm (marketing communication) from the phenomenology of markets in the context of the Global South and its postcolonial experiences. It provides a fresh perspective to the current paradigm and offers a fresh discourse on the current theories of marketing communication. The book demonstrates how marketing communication, an essentially Global North discourse reinforcing hegemony, can be critiqued and deconstructed when subjected to postcolonial critical analysis. Recognizing as commonplace, the Global South has either willingly embraced or been ideologically coerced into adopting a Western marketing communication system. This system is evident in its theories and practices, mirroring Western themes, symbols, stories, and knowledge frameworks, consequently fostering subjectivities that lack critical self-reflection and are dependent on Western influences. But what remains more interesting is how such an ideological system, mediated through a quintessential Global South modernity, generates a new habitation of modernity at the margin. Essentially a reaction from the Global South perspective, the book thoroughly examines the realities around marketing communication discourses. The book even engenders alternatives to hegemonic marketing communication discourses and a set of “other” epistemologies of alternate modernities of equity and justice. From African to Turkish, from Indian to Canadian first nations, Australian Aborigines to Polynesian-American, postcolonial subjectivities through marcomm across the globe get a voice in the volume. The collection in this volume is a decolonizing attempt that thwarts cultural globalization, examines colonial discourses, cuts across essentialized identities, mobilizes resistance, interrogates power structures and mechanisms of knowledge production, dissemination, and legitimization, and celebrates the new-formed cultural identity of the Third/Fourth World. The book is essential read for researchers, students and practitioners of Marketing who wish to gain a deeper understanding of an oft ignored aspect of marcomm.

Inhaltsverzeichnis

Frontmatter

Introduction

Abstract

The system of hegemonic domination and overpowering influence over the ‘less developed’ countries/cultures exercised through a set of ideological measures and economic instruments by the more powerful countries (relatively from the Global North) continues to this very day.

Arindam Das, Ozlem Sandikci Turkdogan

Neocoloniality of Marketing Communications in the Global South

Abstract

Marketing communications, like other cultural products and popular culture, shape and are shaped by the society that produces them. They mirror the predominant values, worries, aspirations, and ideals of a society.

Güliz Ger

bell hooks’ “Eating the Other” as a Critical Advertising Framework

Abstract

This chapter proposes the late bell hooks’ essay “Eating the Other: Desire and Resistance” (2012) as an exemplar for understanding the contradictions in representation in multicultural, postcolonial, and globalized advertising. Her argument and framework for analysis highlight the mix of seemingly affirmative portrayals—but ultimately with essentialist and stigmatizing undertones—of Black, Indigenous, and People of Color (BIPOC) representation and postcolonial portrayals of other cultures, including those in the Global South, produced by advertising in the West. The chapter will explicate hooks’ argument and its explanatory power and discuss its relevance for critical advertising studies and ways to use the essay for critical and postcolonial advertising studies, including a review of how previous research has employed the perspective to understand representation in advertising. It will then apply her framework to two case studies: a 2013 print campaign for Turkish Airlines that offered images of different cultures, and a 2021 digital video and in-store commercial by the Canadian branch of the French beauty product brand Sephora that attempted to integrate—or perhaps appropriate—National Indigenous History Month.

Matthew P. McAllister, Sydney L. Forde, Yasemin Beykont

Writing Brands into Historical Silences: Insights from Wide Sargasso Sea

Abstract

In 1966, Jean Rhys returned from the dead. After the war, the author of After Leaving Mr. Mackenzie (1931), Voyage in the Dark (1934), and Good Morning, Midnight (1939) had mistakenly been presumed dead. She was a revenant, a zombi, a living dead haunting the pebbly beaches in Cornwall, herself haunted by memories of her Creole upbringing. She might have developed a taste for rum cocktails—she was briefly put in a mental hospital after attacking a neighbour with a pair of scissors—but she also had a mission; to bring justice to Mrs. Rochester, the “madwoman in the attic” in Charlotte Brontë’s Jane Eyre (1847). Accordingly, Jean Rhys’s best known work, Wide Sargasso Sea (1966), is a postcolonial and feminist prequel to Brontë’s original. In this paper, we advance theory on decolonial marketing and transformative branding through a reading of Rhys’s late literary masterpiece, hoping to grant her spectres a hospitable memory.

Jonatan Södergren, Niklas Vallström

Postcolonial Marketing Communication: An Indian Perspective

Hari Sreekumar, Rohit Varman

Postcolonial Branding—From the Subcontinent. For All

Abstract

We bridge ideas from brand myth-making and postcolonial theory to conceptualise ‘postcolonial branding’. Based on an analysis of the marketing communications of Subko—an Indian speciality coffee roaster, our findings show how brands may mobilise postcolonial discourses and symbols of utopian inclusivity to construct a successful brand (multi)universe.

Anuja Pradhan, Søren Askegaard

Subaltern Agencies, Marketing Communications, and Counter Discourses in the Postcolony

Abstract

Global orders of marketization, across the world and the borders, had been adequately promoted through neoliberal channels, both being closely linked together and effective in imagining markets and commodifying products and services where none existed before.

Arindam Das

Cultural Appropriation or Transculturation: The Curious Resilience of ‘Tiki’ Culture

Abstract

This chapter will delve here into some autobiographical detail, as it is inspired by and relates this author’s own journey into the strange world of Tiki consumption and ‘suburban paganism’.

Derek Bryce

A Decolonizing or Recolonizing Mindset? Semiotic Analysis of a Qurban Donation Appeal to Africa in Turkey

Abstract

Despite prevailing secularism in recent years, Turkish people have not been abandoning engaging in Qurban rituals. However, as of late, it has been observed that instead of actively participating in Qurban rituals Turkish consumers increasingly prefer donating their Qurbans to those in need. While these poor recipients mainly consisted of people from close to donors, as the Turkish economy grew, people started to donate their Qurbans overseas, especially to African countries. Many NGOs and foundations supported by the Turkish state conduct prosocial marketing campaigns for delivering Qurban donations to Africa. This interest parallels the Turkish government’s interest in African countries which often emphasizes its imperial (neo-Ottoman) background. It is understood that philanthropy, as one of the social marketing outcomes, on occasion serves a neo-colonial mentality. This research approaches a Qurban donation campaign aiming to deliver Turkish consumers’ Qurban donations to Africa with a semiotic analysis to seek neo-colonial cues. Connotations in the advertising are decoded and interpreted by the author, and a tacit hierarchy is demonstrated between donor and recipient in the advertisement and cues for cultural assimilation. This study implores marketing scholars to approach social marketing and prosocial appeals critically within the framework of neo-colonialism. Secondly, it is a call for practitioners to decolonize their marketing efforts.

Muhammed Bilgehan Aytaç

A Post-socialist Reading of Displaced Images from the Global South: The Case of Roma, Eastern Europe’s Oriental Other

Abstract

Consumer research studies illuminate how visual media and marketing representations can disempower and marginalize some social groupings and reinforce existing oppressive categorizations and power relations.

Cristina Galalae, Tana Licsandru

Jazzin’ Jim, Talkin’ Tut: A Colonialist Confesses

Abstract

One hundred years ago, two landmark events occurred in the cultural sphere. Both have been deemed the ‘birth’ of postcolonialism. James Joyce published Ulysses, an infamous novel about Ireland, written in exile. Banned at home and abroad, it was a novel whose publication coincided with the Irish War of Independence and the creation of a separate nation state, an action that inspired many other British colonies, India included. The same year saw the discovery of Tutankhamun’s tomb in Egypt’s Valley of the Kings. This event represented the high water mark of ‘robber baron archaeology’, where experts from the imperialist centre plundered sites in the colonial periphery and carried their treasures back home. Such was the frenzy triggered by ‘Tut’ that questions were thereafter asked about the nature, the interpretation, the ownership of the Other’s ancient artefacts. Arguing, analogously, that the Postcolonial Marketing Communications community employs the language, the discourse, the concepts of the Anglo-American academy, this contribution contends that until such times as PMC scholars write back in an indigenous manner they will remain in thrall to the imperialist oppressors of CCT. Offering an autobiographical take on Tut ‘n’ Jim, this irreverent account of the author’s ‘colonialist’ activities is one way of doing so.

Stephen Brown

Backmatter

Titel: Postcolonial Marketing Communication
herausgegeben von: Arindam Das
Himadri Roy Chaudhuri
Ozlem Sandikci Turkdogan
Verlag: Springer Nature Singapore
Electronic ISBN: 978-981-9702-85-5
Print ISBN: 978-981-9702-84-8
DOI: https://doi.org/10.1007/978-981-97-0285-5