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Call for Papers for a special issue of the Journal of Macromarketing:

CCT Perspectives on Macromarketing:

Intersections and Interrogations

Special issue editors: Özlem Sandikci and Olga Kravets Expected Publication: 2019

In recent years several CCT-oriented analyses of macromarketing phenomena have appeared in the Journal of Macromarketing. Among others, CCT-oriented issues have included the following:

• globalization and marketplace transitions in emerging markets (Eckhardt and Mahi 2012),
• the political-economic and historical dynamics of market systems (Kravets 2012),
• authenticity in the context of macromarketing (Kadirov, Varey and Wooliscroft 2013),
• advertising, hedonic consumption, and symbolism in marketing (Kadirov and Varey 2011; McQuarrie and Statman 2016),
• markets, brands and place interactions (Askegaard and Kjeldgaard 2007; Brown and Campelo 2014; Visconti, Minowa and MacLaran 2014),
• consumer co-production and ethical economy (Arvidsson 2008),
• power, governmentality, and marketing ideology (Fougere and Skalen 2012; Yngfalk and Yngfalk 2015), and
• consumer communities (Sinclair 2016).

While these studies illustrate the productive interaction between the two research domains, they also reveal that many areas still remain understudied. The special issue seeks to further develop the dialogue between CCT and macromarketing perspectives and contribute to the critically-oriented analyses of the interactions between markets, marketing, and society.

Interest in cultural aspects of consumption has increased significantly in recent decades. The publication of the Consumer Culture Theory paper in 2005 (Arnould and Thompson 2005), the establishment of specialized conferences, and the organization of doctoral seminars have contributed to the institutionalization of cultural approaches within consumer research and marketing. However, the institutionalization of CCT also contributed to the debates over the ontological and epistemological premises of the field (e.g., Askegaard and Linnet 2011; Fitchett et al 2014; Thompson et al 2013). The CCT label has been criticized for emphasizing a micro-level focus and for decoupling consumption from societal and cultural contexts. Moreover, as Askegaard and Linnet argue, CCT research has failed to adequately study how consumption “participates in the constitution of society” (2011, p.396). Important to such constitution of society is the formation and change of markets.

The field of macromarketing has developed as an inquiry into the market-society interaction. From its inception, macromarketing described its focus as “the study of (1) marketing systems, (2) the impact and consequences of marketing systems on society, and (3) the impact and consequences of society on marketing systems” (Hunt 1981). Since then, macromarketing scholars have been studying issues such as marketing systems, socioeconomic development, ethics and distributive justice, globalization, sustainability, well-being and quality of life in the context of market-society interaction. As the linkages between research priorities between macromarketing and CCT domains are evident, the potential for cross-fertilization remains high.

The objective of this special issue is to stimulate debates on how to rethink and study the ‘macro’ in macromarketing from consumer culture theoretical perspectives. Specifically, we invite authors to draw on CCT perspectives to rediscover/devise old/new languages to think, imagine and explore the dynamics of market, marketing, and society interactions in the contemporary world. Empirical, conceptual, and theoretical contributions are invited on (but are not limited to) the following topics:

• Market formation/transformation
• Power, ideology and governmentality
• Taste and class dynamics
• Immigration and global flows
• Social mobilization and resistance
• Networks and communities
• Neoliberal transformation and consumer culture dynamics
• Market systems in emergent economies
•  

Manuscripts must be received no later than November 30, 2017. Please submit completed manuscripts to the Journal’s manuscript submission site, and indicate that your paper is intended for this special issue. Manuscripts guidelines are available at . Early expressions of interest and inquiries can be directed to the special issue editors:

• zlem Sandikci (ozlemsandikci@sehir.edu.tr) and
• Olga Kravets (Olga.Kravets@rhul.ac.uk).

Select Bibliography

Arnould, Eric and Craig J. Thompson (2005) “Consumer Culture Theory (CCT) “Twenty Years of Research,” Journal of Consumer Research 31 (March), 868–82.

Askegaard, Soren and Jeppe Trolle Linnet (2011) “Towards an Epistemology of Consumer Theory,” Marketing Theory, 11 (4), 381-404

Fitchett, James, Georgios Patsiaouras, and Andrea Davis (2014) “Myth and Ideology in Consumer Culture,” Marketing Theory, 14 (4), 495-506.

Hunt, Shelby D. (1981) "Macromarketing as a Multidimensional Concept." Journal of Macromarketing 1.1: 7-8.

Thompson, Craig J., Eric Arnould, and Marcus Giesler (2013) “Discursivity, Difference, and Disruption: Genealogical Reflections on the Consumer Culture Theory Heteroglossia,” Marketing Theory, 13 (2), 149-174.

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