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dc.contributor.authorBurgess, Gemmaen
dc.contributor.authorKelemen, Men
dc.contributor.authorParsons, Len
dc.contributor.authorMoffat, Sen
dc.date.accessioned2017-08-23T09:52:04Z
dc.date.available2017-08-23T09:52:04Z
dc.date.issued2017-04-11en
dc.identifier.issn1352-2752
dc.identifier.urihttps://www.repository.cam.ac.uk/handle/1810/266748
dc.description.abstractPurpose This paper aims to contribute to understandings of the dynamics of marketplace exclusion and explore the benefits of a performative approach to knowledge production. Design/methodology/approach Interactive documentary theatre is used to explore the pressing issue of marketplace exclusion in a deprived UK city. The authors present a series of three vignettes taken from the performance to explore the embodied and dialogical nature of performative knowledge production. Findings The performative mode of knowledge production has a series of advantages over the more traditional research approaches used in marketing. It is arguably more authentic, embodied and collaborative. However, this mode of research also has its challenges particularly in the interpretation and presentation of the data. Research limitations/implications The paper highlights the implications of performative knowledge production for critical consumer learning. It also explores how the hitherto neglected concept of marketplace exclusion might bring together insights into the mechanics and outcomes of exclusion. Originality/value While theatrical and performative metaphors have been widely used to theorise interactions in the marketplace, as yet the possibility of using theatre as a form of inquiry within marketing has been largely neglected. Documentary theatre is revealing of the ways in which marketplace cultures can perpetuate social inequality. Involving local communities in the co-production of knowledge in this way gives them a voice in the policy arena not hitherto fully addressed in the marketing field. Similarly, marketplace exclusion as a concept has been sidelined in favour of marketplace discrimination and consumer vulnerability – the authors think it has the potential to bring these fields together in exploring the range of dynamics involved.
dc.description.sponsorshipThe research was funded by ESRC grant ES/L001101/1 ‘Marketplace Exclusion: Representations, resistances and responses’.
dc.language.isoenen
dc.publisherEmerald Publishing
dc.rightsAttribution 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/en
dc.subjectdocumentary theatreen
dc.subjectperformative knowledge productionen
dc.subjectresearch methodsen
dc.subjectmarketplace exclusionen
dc.subjectcritical consumer learningen
dc.titleUsing Performative Knowledge Production to Explore Marketplace Exclusionen
dc.typeArticle
prism.endingPage511
prism.issueIdentifier4en
prism.publicationDate2017en
prism.publicationNameQualitative Market Researchen
prism.startingPage486
prism.volume20en
dc.identifier.doi10.17863/CAM.12819
dcterms.dateAccepted2017-04-10en
rioxxterms.versionofrecord10.1108/QMR-09-2016-0085en
rioxxterms.versionAMen
rioxxterms.licenseref.urihttp://creativecommons.org/licenses/by/4.0/en
rioxxterms.licenseref.startdate2017-04-11en
rioxxterms.typeJournal Article/Reviewen
cam.issuedOnline2017-04-11en
cam.orpheus.successThu Jan 30 13:01:00 GMT 2020 - The item has an open VoR version.*
rioxxterms.freetoread.startdate2100-01-01


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Attribution 4.0 International
Except where otherwise noted, this item's licence is described as Attribution 4.0 International