Finally, a paper co-written by myself and Nick Mahony entitled ‘Marketing practices and the reconfiguration of public action‘ is published, in print, in Policy and Politics. It was made available online almost exactly a year ago. One of the odd things about the drawn-out rhythms of academic publishing is the tendency to be presented with previous versions of your own self. The paper arises out of a small research project on market segmentation methodologies that Nick and I worked on together when both at the OU. The Report from that project was published by the National Co-ordinating Centre for Public Engagement.
The new paper develops a more theoretically oriented argument about how to interpret the increasingly widespread use of a range of marketing technologies in non-commercial fields, including the public sector, by charities, by political consultants, and in the third sector. So, in that respect, its part of an ongoing argument I have been making (both in publications and on this blog) about the limits of standard ways of using concepts such as governmentality and neoliberalism in critical social science.
It is also, I can now see, now it is finally done and dusted, one of a series of ‘occasional papers’ in which I have tried to make use of the idea of ‘problematization‘ to reframe the ways in which one might pursue the vocation of ‘critique’, including pieces on ideas of security and public life in Dialogues in Human Geography, a more theoretical treatment of how this idea helps us read Foucault in nonsite.com, and an ongoing effort to use the ideas to make sense of the proliferation of urban concern across any number of fields.
So, anyway, one more time, here is the abstract of the Policy and Politics piece:
“Market segmentation methodologies are increasingly used in public policy, arts and culture management and third sector campaigning. Rather than presume that this is an index of creeping neoliberalisation, we track the shared and contested understandings of the public benefits of using segmentation methods. Segmentation methods are used to generate stable images of individual and group attitudes and motivations, and these images are used to inform strategies that seek to either change these dispositions or to mobilise them in new directions. Different segments of the population are identified as bearing particular responsibilities for public action on different issues.”