Revenants in the Marketplace : A Hauntology of Retrocorporation

James, Sophie and Cronin, James and Patterson, Anthony (2023) Revenants in the Marketplace : A Hauntology of Retrocorporation. Marketing Theory. ISSN 1470-5931

[thumbnail of PURE Final Revised 10.3.2023 MT Revenants in the Marketplace A Hauntology of Retrocorporation (1)[82]]
Text (PURE Final Revised 10.3.2023 MT Revenants in the Marketplace A Hauntology of Retrocorporation (1)[82])
PURE_Final_Revised_10.3.2023_MT_Revenants_in_the_Marketplace_A_Hauntology_of_Retrocorporation_1_82_.pdf - Accepted Version
Available under License Creative Commons Attribution.

Download (518kB)

Abstract

Drawing upon a cultural-historical reading of the witch, we discuss how modern capitalism is chronically haunted by obstreperous vestiges of what preceded it yet remains proficient in assimilating all that returns to challenge it. By adapting and extending a theoretical toolkit informed by Jacques Derrida and Mark Fisher, we trace market and state administrators’ co-optation of the primeval witch figure and her ideological trappings: initially, to expropriate those who threatened incipient modernising structures; later, to provoke increasingly secularised subjects towards consumption; and eventually, to calibrate rather than obviate capitalist expansion, so that it remains aligned with consumer interests. Introducing the new concepts of ‘retrocorporation’ and ‘marketplace revenant’, we discuss how long-foreclosed, ancient imaginaries become re-invoked and re-programmed to perpetuate capitalism's dominance. Our message for the nascent tradition of ‘Terminal Marketing’ is that the collision and collusion of past and future has the potential to ossify capitalist realism in the present.

Item Type:
Journal Article
Journal or Publication Title:
Marketing Theory
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1400/1406
Subjects:
?? hauntologycapitalismderridahistoryterminal marketingwitchfishermarketing ??
ID Code:
194182
Deposited By:
Deposited On:
25 May 2023 12:15
Refereed?:
Yes
Published?:
Published
Last Modified:
15 Jul 2024 23:49