Using performative knowledge production to explore marketplace exclusion

Burgess, Gemma; Kelemen, Mihaela; Moffat, Sue; Parsons, Elizabeth

Abstract

Purpose
This paper aims to contribute to understandings of the dynamics of marketplace exclusion and explore the benefits of a performative approach to knowledge production.

Design/methodology/approach
Interactive documentary theatre is used to explore the pressing issue of marketplace exclusion in a deprived UK city. The authors present a series of three vignettes taken from the performance to explore the embodied and dialogical nature of performative knowledge production.

Findings
The performative mode of knowledge production has a series of advantages over the more traditional research approaches used in marketing. It is arguably more authentic, embodied and collaborative. However, this mode of research also has its challenges particularly in the interpretation and presentation of the data.

Research limitations/implications
The paper highlights the implications of performative knowledge production for critical consumer learning. It also explores how the hitherto neglected concept of marketplace exclusion might bring together insights into the mechanics and outcomes of exclusion.

Citation

Burgess, G., Kelemen, M., Moffat, S., & Parsons, E. (2017). Using performative knowledge production to explore marketplace exclusion. Qualitative Market Research: An International Journal, 20(4), 486-511. https://doi.org/10.1108/QMR-09-2016-0085

• Journal Article Type: Article
• Acceptance Date: Apr 10, 2017
• Publication Date: Sep 11, 2017
• Deposit Date: Sep 16, 2019
• Publicly Available Date: Sep 17, 2019
• Print ISSN: 1352-2752
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 20
• Issue: 4
• Pages: 486-511
• DOI: https://doi.org/10.1108/QMR-09-2016-0085
• Keywords: Reseach Methods, Critical Consumer Learning, Documentary Theatre, Marketplace exclusion, performative knowledge prodcution
• Public URL: https://nottingham-repository.worktribe.com/output/2621404
• Publisher URL: https://www.emerald.com/insight/content/doi/10.1108/QMR-09-2016-0085/full/html
• Contract Date: Sep 16, 2019