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Marketing the Soul: from the Ideology of Consumption to Consumer Subjectivity

In: Financial Institutions and Social Transformations

Author

Listed:
  • David Knights
  • Andrew Sturdy

Abstract

It comes as no surprise to recognise that just as the physical sciences facilitated the control over and exploitation of nature for human purposes, so the social sciences have been massively implicated in the exercise of power in the management of populations and individual subjects. Foucault (1973, p. 345) drew our attention to the transition in nineteenth-century Western culture whereupon human beings transformed themselves from being merely the agents of knowledge to also being its object. However, the development of the human sciences was not just about adding another object to the scientific enterprise; the human subjects of its concern were already producing representations of the life, production and language by which their existence was governed. In short, the human sciences have as their object of knowledge beings who themselves have a prior claim to produce such knowledge for themselves in their everyday lives. Theories about human life are, then, second-order constructs or theories relating to everyday first-order theoretical representations (Giddens, 1979a, p. 12, 1984, p. 284; see also Mouzelis, 1993, p. 688).

Suggested Citation

  • David Knights & Andrew Sturdy, 1997. "Marketing the Soul: from the Ideology of Consumption to Consumer Subjectivity," Palgrave Macmillan Books, in: David Knights & Tony Tinker (ed.), Financial Institutions and Social Transformations, chapter 8, pages 158-188, Palgrave Macmillan.
  • Handle: RePEc:pal:palchp:978-1-349-25953-3_8
    DOI: 10.1007/978-1-349-25953-3_8
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    Cited by:

    1. Claes Belfrage & Magnus Ryner, 2009. "Renegotiating the Swedish Social Democratic Settlement: From Pension Fund Socialism to Neoliberalization," Politics & Society, , vol. 37(2), pages 257-287, June.
    2. Tony Tinker, 2002. "Spectres of Marx and Braverman in the Twilight of Postmodernist Labour Process Research," Work, Employment & Society, British Sociological Association, vol. 16(2), pages 251-281, June.

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