Marketing in a Divisive World: The Role of Political Forces in Shaping Marketing and Consumption

Éditeurs invités

• Hanna Reinikainen, University of Helsinki
• Essi Pöyry, University of Helsinki
• Jason Weismueller, University of Western Australia
• Rory Mulcahy, University of the Sunshine Coast

Synthèse

Political divisions are reshaping marketing and consumption as brands face mounting pressure to respond to geopolitical conflicts, populist movements, and ideological tensions. Divisive politics no longer remains confined to formal institutions but permeates lifestyle choices, cultural narratives and consumption practices, compelling brands to navigate scrutiny not only for what they communicate but also for what they remain silent about.

Multiple pathways allow political forces to influence marketing systems, including brand activism and consumer responses to sociopolitical positioning, political ideology affecting consumer preferences and attachment, and boycott or buycott movements impacting marketplace outcomes. Digital infrastructures and social media influencers increasingly amplify political signals while spreading misinformation, creating complex dynamics where brand silence itself becomes a political statement carrying strategic risks.

Extrait. Lire l'appel complet sur le site de l'éditeur.

Thèmes proposés

• Political ideologies, identities and lifestyle politics: How do political forces shape consumption choices, brand perceptions, media use and information processing?
• Explicit political stances, silence and neutrality in brand communication: When, why, and how does taking a political stance, or the refusal to engage in such, generate support, scepticism, backlash or disengagement?
• Consumer activism, boycotts, buycotts and cancel culture: How do consumers mobilise for or against brands, and what determines escalation, forgiveness or longer-term market consequences?
• Influencers, creators and political-commercial hybrids: How do influencers, celebrities, and other intermediaries blur the boundaries between promotion, identity politics, advocacy and civic participation?
• Digital platforms, algorithms and misinformation: How do platform design, governance, recommendation systems and mis/disinformation shape exposure to and responses to political marketplace content?
• Race, nationalism, populism and anti-DEI movements: How do contested political projects reshape inclusion, exclusion, legitimacy and representation in markets?
• Ethics, responsibility and governance: What normative, regulatory and strategic questions arise when market actors seek to leverage political issues or influence public discourse?
• Methodological and theoretical innovation: What new concepts, frameworks and methods are needed to study politics in contemporary marketing and consumption?