Special Issue on Celebrity Convergence & Transformation (Deadline for submissions 31 January 2014)
Special Issue on Exploring the Performativity of Marketing: Theories, Practices and Devices (Deadline for submissions 29 November 2013)
Celebrity Convergence & Transformation
Guest Editors: Dr Paul Hewer, University of Strathclyde; Professor Douglas Brownlie, University of Stirling; Dr Finola Kerrigan, King’s College London.
Deadline for Submission: Friday 31st January 2014
This special issue seeks to invigorate the turn to identity work as market practice through mobilising interpenetrating discourses of celebrity, media brands and convergence culture (Jenkins, 2006). We invite papers which seek to push and contest contemporary understandings of celebrity within marketing beyond the staple repertoire of celebrity endorsement and brand positioning (Erdogan, 1999; Keller, 2008). We encourage papers which problematize celebrity and its various technologies of glamour and affect, to theorize celebrities as market making and shaping devices. For as Marketing Week no less recently proclaimed: “The old model of celebrity endorsement is dead.” (Chahal, 2013).
The media spectacle of celebrity and its seductive performativity makes for compulsion, captivation and fascination. Celebrity culture materializes and reorganizes mediatized markets and populates the lifeworld with social objects of adoration and worship, energizing the libidinal economy. When it comes to making capital out of culture, the cultural figure of the celebrity media brand is a vital constituent in the on-going reinvention of global capitalism (Lash & Lury, 2007): think Warhol (Kerrigan, Brownlie, Hewer & Daza-LeTouze, 2011); think Nigella (Brownlie & Hewer, 2009; 2011); think Angelina Jolie, Aishwarya Rai, Lady Gaga, Oprah, Sammi Cheng or Gatsby, all media commodities among other commodities in the media environment.
Celebrity culture fashions and refashions news. As market actors (Araujo et al., 2010; Geiger & Finch, 2009) celebrities remediatize markets and market practices through identity politics and the social media platforms of convergence and participation they enliven. For as Kermit the Frog extolled: “What's so amazing that keeps us Star gazing. What do we think we might see?”. Mole (2008) in writing of the formation of Lord Byron’s branded persona speaks of such celebrity apparatus as cultural work, where the (brand) name, becomes a “guarantor of certain marketable qualities and connotations” (2008, p.351): a commercial and cultural asset in other words, through which markets and market practice are remade and transformed. We invite contributions which share our fascination with unpacking celebrity and its multiple forms of appeal and attraction.
Themes which we offer, as points of contribution include:
• Unpacking Celebrity Brands
• Ingredients and Provocations; Slogans and Credos of Celebrity Brands
• Celebrities and Participatory Culture
• Social Media and Celebrity
• How Celebrities become Icons
• Gender and Celebrity Culture
• Practices of Celebrity Advocacy/Activism
• Producing Celebrity
• Neoliberalism and Celebrity Culture
• Technologies of glamour and affect
• Celebrity, Luxury and Austerity
• Celebrity as performative text
• Celebrity and mythmaking
• Consuming Celebrity
• Historical and Institutional approaches to Celebrity
All manuscripts submitted must strictly follow the guidelines for the Journal of Marketing Management. These are available at www.tandfonline.co.uk/rjmm.
The closing date for submission is Friday 31st January 2014 for publication in summer 2015.
Manuscripts should be submitted online using the Journal of Marketing Management ScholarOne Manuscripts site (http://mc.manuscriptcentral.com/rjmm ). New users should first create an account. Once a user is logged onto the site submissions should be made via the Author Centre.
Authors should prepare and upload two versions of their manuscript. One should be a complete text, while in the second all document information identifying the author should be removed from the files to allow them to be sent anonymously to referees. When uploading files authors will then be able to define the non-anonymous version as “Complete paper with author details”, and the anonymous version as “Main document minus author information”.
To submit your manuscript to the Special Issue choose “Special Issue Article” from the Manuscript Type list when you come to submit your paper. Also, when you come to the ‘Details and Comments’ page, answer ‘yes’ to the question ‘Is this manuscript a candidate for a special issue’ and insert the Special Issue Title Celebrity Convergence & Transformation in the text field provided.
If you have any queries regarding the Call for Papers you can direct these to the guest editors:
JMM Special Issue Editorial Team c/o Dr. Paul Hewer, University of Strathclyde, Glasgow, G4 0RQ, Scotland.
Technical queries about submissions can be referred to the Editorial Office: email@example.com
Araujo, L., Finch, J. & Kjellberg, H. (2010) Reconnecting Marketing to Markets, Oxford: Oxford University Press.
Brownlie, D. & Hewer, P. (2009). Culinary Culture, Gastrobrands and Identity Myths: ‘Nigella’, an Iconic Brand in the Baking. Advances in Consumer Research, 36, 482-487.
Brownlie, D. & Hewer, P. (2011). ‘(Re)covering’ the Spectacular Domestic: Culinary cultures, the feminine mundane and Brand Nigella. Advertising and Society Review, 12 (2). doi:10.1353/asr.2011.0018.
Chahal, M. (2013). Can celebrities take on the brand marketer’s role. Marketing Week, 7th March 2013.
Erdogan, Z.B. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15(4), 291-314. doi: 10.1362/026725799784870379
Geiger, S. & Finch, J. (2009). Industrial sales people as market actors. Industrial Marketing Management, 38(6), August-September, 608-617. doi:10.1016/j.indmarman.2009.04.003.
Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide, New York: New York University Press.
Keller, K.L. (2008). Strategic brand management: building, measuring, and managing brand equity. Englewood Cliffs, NJ: Prentice-Hall.
Kerrigan, F., Brownlie, D., Hewer, P. & Daza-LeTouze, C. (2011). ‘Spinning’ Warhol: Celebrity brand theoretics and the logic of the celebrity brand. Journal of Marketing Management, 27(13-14), 1504-1524. doi: 10.1080/0267257X.2011.624536.
Lash, S. & Lury, C. (2007). Global Culture Industry: The Mediation of Things, London: Polity.
Mole, T. (2008). Lord Byron and the end of fame. International Journal of Cultural Studies, 11(3), 343-360. doi:10.1177/1367877908092589.
Exploring the Performativity of Marketing: Theories, Practices and Devices
Guest Editors: Dr. Katy Mason, Lancaster University Management School, UK; Dr. Hans Kjellberg, Stockholm School of Economics, Sweden; Dr. Johan Hagberg, University of Gothenburg, Sweden.
How and why are marketing theories used and 'performed' in practice? Scholars have called for further research that addresses the gap between marketing theory and marketing practice (Brownlie, Hewer & Ferguson, 2007; Hunt, 2002; Lilien, Rangaswamy, van Bruggen & Wierenga, 2002), and explicates how marketing theories influence contemporary consumer societies (Shankar, Whittaker & Fitchett, 2006). Despite these valuable contributions, we still understand little of how marketing theories work in practice. Recent work drawing on the notion of performativity seems to offer a new and potentially fruitful vantage point for exploring how we understand, use and perform marketing knowledge in practice.
The notion of “performativity” focuses on how activities, practices, doings and sayings, have effects (Austin, 1970). Performativity has been used in different fields of study and in different ways. For example, Judith Butler’s (1990) work, that explores gender not as a fixed category but as being performed has had a significant influence on critical marketing scholars (Maclaran, Miller, Parsons & Surman, 2009; Tadajewski, 2010). Such an approach recognises variations in ‘performative intent’ between different knowledge production and dissemination efforts (Fournier & Grey, 2000; see also Law, 2004). In contrast, Michel Callon's work in economic sociology, suggests that "economics in the broad sense of the term, performs, shapes and formats the economy, rather than observing how it functions" (1998, p. 2). Thus, economics in the sense of theories, ideas, people, skills, techniques, and tools is not a passive observer, but rather an active participant in shaping the economy. This notion of performativity has been further developed by MacKenzie and his colleagues in social studies of finance (MacKenzie, 2003; MacKenzie, Muniesa & Siu, 2007), and has also begun to make important inroads in marketing (Araujo, Finch & Kjellberg, 2010; Hagberg & Kjellberg, 2010; Kjellberg & Helgesson, 2006; Mason & Spring, 2011; Zwick & Cayla, 2011).
This SI sets out to provide a forum where different theoretical and methodological approaches to researching the performativity of marketing can be explored and contrasted. We invite papers that explore the causes and consequences of performativity in market settings. Paraphrasing Callon (2007) we ask: What does it mean to say that marketing is performative? The issues addressed could include, but need not be limited to:
- Empirical studies of performative effects of marketing, e.g. for how markets work, for the capacities of market agents, for exchange objects, etc.;
- Analyses of the power consequences of such performative effects, e.g. domesticating or emancipating consumers, contributing to produce pockets of monopoly power, etc.;
- Methodologies that combine theorising and practicing through collaborative, engaged or action research initiatives;
- The consequences of performativity for theorising about markets and marketing, e.g. how to allow for the possibility that things could have been or may be(come) otherwise, how to ensure analytical leverage if theories also contribute to produce what they describe;
- Discussions about the consequences of performativity for the methods employed to study marketing and markets, e.g. the issue of reflexivity;
- Efforts to strengthen or limit the performative effects of marketing, and the related issues of whether marketing is performative enough or not, and in what way.
We invite contributions that interrogate a variety of settings. We particularly encourage studies that address topical and contentious issues in marketing, including marketing in Base-of-the-Pyramid (BoP) and subsistence markets, marketisation of areas governed by other logics, fair trade marketing, sustainability marketing, neuromarketing, social marketing, etc.
All manuscripts submitted must strictly follow the guidelines for the Journal of Marketing Management. These are available at http://www.tandfonline.co.uk/rjmm
The closing date for submission is 29 November 2013 for publication in 2015.
Manuscripts should be submitted online using the Journal of Marketing Management ScholarOne Manuscripts site (http://mc.manuscriptcentral.com/rjmm). New users should first create an account. Once a user is logged onto the site submissions should be made via the Author Centre. Authors should prepare and upload two versions of their manuscript. One should be a complete text, while in the second all document information identifying the author should be removed from the files to allow them to be sent anonymously to referees. When uploading files authors will then be able to define the non-anonymous version as “Complete paper with author details”, and the anonymous version as “Main document minus author information”. To submit your manuscript to the Special Issue on 'Exploring the Performativity of Marketing: Theories, Practices and Devices' choose the title of the Special Issue from the Manuscript Type list when you come to submit your paper. When you come to the ‘Details and Comments’ page, answer ‘yes’ to the question ‘Is this manuscript a candidate for a special issue’ and insert the title in the text field provided.
If you have any queries you can direct these to the guest editors:
JMM Special Issue Editorial Team c/o Dr. Katy Mason, Lancaster University Management School, Lancaster, UK. Email: firstname.lastname@example.org
Araujo, L., Finch, J. H. & Kjellberg, H. (Eds.). 2010. Reconnecting Marketing to Markets. Oxford: Oxford University Press.
Austin, J. L. (1970). Performative Utterances. pp. 233-52 in Philosophical Papers. London: Oxford University Press.
Brownlie, D., Hewer, P. & Ferguson, P. (2007). Theory into practice: meditations on cultures of accountability and interdisciplinarity in marketing research. Journal of Marketing Management, 23, 395-409.
Butler, J. (1990). Gender Trouble: Feminism and the subversion of identity. New York: Routledge.
Callon, M. (1998). The Laws of Markets. Oxford: Basil Blackwell.
Callon, M. (2007). What does it mean to say that economics is performative? in D. MacKenzie, F. Muniesa & L. Siu (Eds.) Do economists make markets? On the performativity of economics (311-57). Princeton, NJ: Princeton University Press.
Fournier, V., and Grey, C. (2000). At the Critical Moment: Conditions and Prospects for Critical Management Studies. Human Relations 53(1) 7-32.
Hagberg, J., and Kjellberg, H. (2010). Who performs marketing? Dimensions of agential variation in market practice. Industrial Marketing Management 39(6), 1028-37.
Hunt, S. D. (2002). Marketing as a profession: On closing stakeholder gaps. European Journal of Marketing 36(3), 305-12.
Kjellberg, H., and Helgesson, C.-F. (2006). Multiple versions of markets: Multiplicity and performativity in market practice. Industrial Marketing Management 35(7), 839-55.
Law, J. (2004). Matter-ing, Or How Might STS Contribute? in Does STS mean business? Saïd Business School, Oxford University.
Lilien, G. L., Rangaswamy, A., van Bruggen, G. H. & Wierenga, B. (2002). Bridging the marketing theory–practice gap with marketing engineering. Journal of Business Research 55(2), 111-21.
MacKenzie, D. (2003). An Equation and its Worlds: Bricolage, Exemplars, Disunity and Performativity in Financial Economics. Social Studies of Science 33, 831-68.
MacKenzie, D., Muniesa, F. & Siu, L. (Eds.). (2007). Do Economists Make Markets? On the Performativity of Economics. Princeton, NJ: Princeton University Press.
Maclaran, P., Miller, C., Parsons, E. & Surman, E. (2009). Praxis or performance: does critical marketing have a gender blind-spot? Journal of Marketing Management 25, 713-28
Mason, K. & Spring, M. (2011). The sites and practices of business models. Industrial Marketing Management 40(6), 1032-41.
Shankar, A., Whittaker, J. & Fitchett, J. (2006). Heaven knows I'm miserable now. Marketing Theory 6(4), 485-505.
Tadajewski, M. (2010). Critical marketing studies: logical empiricism, ‘critical performativity’ and marketing practice. Marketing Theory 10(2), 210-22.
Zwick, D. & Cayla, J. (Eds.). (2011). Inside marketing: Practices, ideologies, devices. Oxford: Oxford University Press.