Stigmas that matter: Diffracting marketing stigma theoretics
| Autor: | Shona Bettany, Jack Coffin, Christian Eichert, David Rowe |
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| Rok vydání: | 2022 |
| Předmět: | |
| Zdroj: | Marketing Theory. 22:501-518 |
| ISSN: | 1741-301X 1470-5931 |
| DOI: | 10.1177/14705931221087711 |
| Popis: | The rich tradition of stigma theoretics in marketing and consumer research develops understanding of consumer stigma management, mitigated via marketing-mediated solutions, broadly within a Goffmanian liberal frame. However, building on classic liberal formulations of stigma, sociologists of stigma further examine the impact of the neoliberal political economy in terms of where stigma is produced, by whom and for what purposes. Using the empirical illustration of the emergence of HIV PreExposure Prophylaxis (PrEP), this paper seeks to develop these stigma theoretics towards the concept of stigma diffraction exploring the multiple stigma effects that can be identified and conceptualised through a diffractive lens. This encompasses and theorises beyond traditionally stigmatised contexts, groups and individuals to conceptualise a dynamic and diverse field of ‘stigmas that matter’. |
| Databáze: | OpenAIRE |
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