Hierarchies of knowledge about intersectionality in marketing theory and practice

Rosa-Salas, Marcel and Sobande, Francesca ORCID: https://orcid.org/0000-0002-4788-4099 2022. Hierarchies of knowledge about intersectionality in marketing theory and practice. Marketing Theory 22 (2) , pp. 175-189. 10.1177/14705931221075372

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Abstract

There is scant research regarding intersectionality and epistemic hierarchies in marketing, including connections and disconnections between knowledge about intersectionality produced in marketing scholarship and practice. Thus, we examine how market logics propelled by gendered racial capitalism and the commercialization of identity politics impact the production of knowledge about intersectionality in the marketing discipline and industry. We consider how the notion of “intersectionality” has been conceptualized and obfuscated in marketing scholarship and entwined industry discourse. Consequently, we provide a genealogy of how “intersectionality” has been framed in marketing studies and industry approaches which reflect the entanglements of knowledge production, the politics of representation, and the marketization of social justice. Overall, we contribute to scholarly interventions regarding how intersecting oppressions influence marketing and critical analyses of it, as well as the complex interrelationship between marketing, commercial representation, and discourses of identity, inequality, and structural change.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Journalism, Media and Culture
Additional Information:	Accepted for publication Reuse is restricted to non-commercial and no derivative uses
Publisher:	SAGE
ISSN:	1470-5931
Date of First Compliant Deposit:	1 March 2022
Date of Acceptance:	26 November 2021
Last Modified:	02 May 2023 13:24
URI:	https://orca.cardiff.ac.uk/id/eprint/147942

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