Rights statement: The final, definitive version of this article has been published in the Journal, Marketing Theory, 19 (2), 2019, © SAGE Publications Ltd, 2019 by SAGE Publications Ltd at the Marketing Theory page: http://journals.sagepub.com/home/mtq on SAGE Journals Online: http://journals.sagepub.com/
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Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
}
TY - JOUR
T1 - Lifeway Alibis
T2 - The biographical bases for unruly bricolage
AU - Cronin, James Martin
AU - Malone, Sheila
N1 - The final, definitive version of this article has been published in the Journal, Marketing Theory, 19 (2), 2019, © SAGE Publications Ltd, 2019 by SAGE Publications Ltd at the Marketing Theory page: http://journals.sagepub.com/home/mtq on SAGE Journals Online: http://journals.sagepub.com/
PY - 2018/7/18
Y1 - 2018/7/18
N2 - The function of marketplace ideology to provide a framework that guides individuals’ conduct as consumers is well recognised, though less is known about how individuals address, resist or reconcile themselves to such ideology. Drawing upon “lifeway alibis”, assembled from a life course reading of de Certeauean tactics, this paper deepens our understanding of how the ideology of nutritionism is renegotiated in the context of dietary health to better accommodate individuals’ life events, circumstances, and timing in lives. Based on interpretations of interview data, we argue that biographical matrices must be observed as principal facilitators for critical reflexivity beyond antagonistic and politico-collective motivations. Here, we consider critically reflexive behaviour – or unruly bricolage – to be organised around dynamic life experiences and circumstances rather than statically against marketplace ideology itself. This outlook prompts us to recognise biography as a catalyst for circumventing certain ideological mandates while the overall ideology remains perpetuated throughout circumvention.
AB - The function of marketplace ideology to provide a framework that guides individuals’ conduct as consumers is well recognised, though less is known about how individuals address, resist or reconcile themselves to such ideology. Drawing upon “lifeway alibis”, assembled from a life course reading of de Certeauean tactics, this paper deepens our understanding of how the ideology of nutritionism is renegotiated in the context of dietary health to better accommodate individuals’ life events, circumstances, and timing in lives. Based on interpretations of interview data, we argue that biographical matrices must be observed as principal facilitators for critical reflexivity beyond antagonistic and politico-collective motivations. Here, we consider critically reflexive behaviour – or unruly bricolage – to be organised around dynamic life experiences and circumstances rather than statically against marketplace ideology itself. This outlook prompts us to recognise biography as a catalyst for circumventing certain ideological mandates while the overall ideology remains perpetuated throughout circumvention.
KW - de Certeau
KW - Life course
KW - marketplace
KW - nutritionism
KW - Food
KW - unruly bricolage
KW - health
KW - ideology
U2 - 10.1177/1470593118787587
DO - 10.1177/1470593118787587
M3 - Journal article
VL - 19
SP - 129
EP - 147
JO - Marketing Theory
JF - Marketing Theory
SN - 1470-5931
IS - 2
ER -