(Un)marketing the Uncanny
Files in This Item:
|F65 IAM 2018 Unmarketing the Uncanny.pdf||275.16 kB||Adobe PDF||Download|
|Title:||(Un)marketing the Uncanny||Authors:||Kavanagh, Donncha||Permanent link:||http://hdl.handle.net/10197/10542||Date:||5-Sep-2018||Online since:||2019-05-20T13:04:39Z||Abstract:||1. Purpose: Argues that the uncanny should be retrieved as a valuable concept in understanding the relationship between religion and marketing. 2. Design/methodology/approach: Case analysis of reported apparitions in Ballinspittle in 1985 and Medugorje since 1981. 3. Findings: Distinguishes between vicarious and unmediated consumption of the uncanny. Explicates how the uncanny and the sacred are distinguished from and relate to one another, and how the former may or may not be translated into the latter. Highlights the role of market actors and institutions in mediating the uncanny. Shows how the uncanny upsets some of the precepts of social science inquiry, as well as the scholar’s mediating role between the emic and the etic. 4. Research limitations/implications: Scope for more research on the marketing of religion. 5. Practical implications: Building on the notion that the uncanny is an unconcept, the paper identifies unmarketing as a way of thinking about marketing in this context. 6. Social implications: Religious beliefs – which are a potent, peculiar and intoxicating admixture of the uncanny and the sacred – continue to have a unique hold on what we might describe as consumers. Consequently, it is important that they be studied. 7. Originality/value: Very little, if any, prior research on the marketing of the uncanny.||Type of material:||Conference Publication||Keywords:||Uncanny; Sacred; Marketing; Religion; Apparitions; Post-secular||Other versions:||https://iamireland.ie/||Language:||en||Status of Item:||Peer reviewed||Conference Details:||The 2018 Irish Academy of Management Annual Conference (IAM2018), University College Cork, Ireland, 3-5 September 2018|
|Appears in Collections:||Business Research Collection|
Show full item record
This item is available under the Attribution-NonCommercial-NoDerivs 3.0 Ireland. No item may be reproduced for commercial purposes. For other possible restrictions on use please refer to the publisher's URL where this is made available, or to notes contained in the item itself. Other terms may apply.