Bettany, Shona, Coffin, Jack, Eichert, Christian et al. (1 more author) (2022) Stigmas that matter:Diffracting marketing stigma theoretics. Marketing Theory. pp. 501-518. ISSN 1470-5931
Abstract
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’.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | Funding Information: The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This work was supported by the Academy of Marketing Research seed funding. Publisher Copyright: © The Author(s) 2022. |
Keywords: | diffraction,gay and bisexual,HIV,material-semiotic,multi-site ethnography,PrEP,sexual health,Stigma |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 29 Nov 2023 15:50 |
Last Modified: | 17 Oct 2024 08:54 |
Published Version: | https://doi.org/10.1177/14705931221087711 |
Status: | Published |
Refereed: | Yes |
Identification Number: | 10.1177/14705931221087711 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:206054 |
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Description: Stigmas that matter: Diffracting marketing stigma theoretics
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