El principio reflexivo del marketing: crítica a la gubernamentalidad competitiva
| dc.citation.title | Temas y Debates | |
| dc.creator | Mas, Fernando Francisco | |
| dc.date.accessioned | 2025-02-04T17:46:05Z | |
| dc.date.available | 2025-02-04T17:46:05Z | |
| dc.date.issued | 2023-07 | |
| dc.description.abstract | El presente artículo busca comprender, desde un punto de vista sociológico, cuál ha sido el principio central de reflexión/racionalización del discurso académico del marketing a lo largo de las últimas décadas, particularmente desde la década de 1980 y su conexión con el paradigma de la estrategia managerial. Este objetivo de investigación se ha fijado a la luz del estudio sobre el neoliberalismo del siglo XX y la perspectiva foucaultiana que se pregunta por el gobierno de las personas: ¿cómo es la conducción de la conducta? En este caso, interesa despejar las condiciones de posibilidad históricas que lograron que el marketing fije –en sus prácticas discursivas– un principio general reflexivo que orienta a los sujetos involucrados con el campo del marketing y los negocios, pero que se expande a la programación de la vida cotidiana. De este modo, proponemos pensar el marketing como una tecnológica gubernamental que ha sido racionalizada desde el principio de la “competitividad” estratégica. | |
| dc.description.abstract | This article seeks to understand, from a sociological point of view, what has been the central principle of reflection/rationalization of the academic discourse of marketing over the last decades, particularly since the eighties, and its connection with the paradigm of managerial strategy. This research objective has been set in the light of the study of 20th century neoliberalism and the Foucauldian perspective that asks about the government of people: how is the conduction of the conduct? In this case, we are interested in clarifying the historical conditions of possibility that allowed marketing to establish –in its discursive practices– a general reflexive principle that orients the subjects involved in the field of marketing and business, but which expands to the programming of everyday life. Thus, we propose to think of marketing as a governmental technology that has been rationalized from the principle of strategic “competitiveness”. | |
| dc.description.fil | Fil: Mas, Fernando Francisco. CONICET. Universidad Nacional de Cuyo; Argentina. | |
| dc.description.version | peerreviewed | |
| dc.format.extent | 141-166 | |
| dc.identifier.issn | 1853-984X | |
| dc.identifier.uri | https://hdl.handle.net/2133/28786 | |
| dc.language.iso | es | |
| dc.publisher | UNR Editora | |
| dc.relation.publisherversion | https://temasydebates.unr.edu.ar/index.php/tyd/article/view/658 | |
| dc.rights | openAccess | |
| dc.rights.holder | Autores y UNR Editora | |
| dc.rights.text | Attribution-NonCommercial-ShareAlike 4.0 International You are free to: Share — copy and redistribute the material in any medium or format Adapt — remix, transform, and build upon the material The licensor cannot revoke these freedoms as long as you follow the license terms. Under the following terms: Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. NonCommercial — You may not use the material for commercial purposes . ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original. No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits. | |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-sa/4.0/ | |
| dc.subject | Gobierno | |
| dc.subject | Marketing | |
| dc.subject | Neoliberalismo | |
| dc.subject | Competitividad | |
| dc.subject | Estrategia | |
| dc.title | El principio reflexivo del marketing: crítica a la gubernamentalidad competitiva | |
| dc.type | articulo | |
| dc.type.version | publishedVersion |