Light selves: where (and what) are the politics in Consumer Culture Theory?

Shona Bettany, Jack Coffin

Research output: Contribution to journalArticlepeer-review


We argue that Thompson (2024) restates the objectivity and apoliticality of academic practice, and critique the implied ‘light’ versus ‘heavy’ selves dichotomy, arguing instead for emphasising scholars’ responsibility to recognise their own heavy situatedness within the socio-cultural phenomena they study. We propose a ‘heavy’ CCT scholarly self, (re)integrating the political dimensions of material-semiotic theories often denuded in translation. This suggests a paradigmatic shift from ‘praxeomorphic’ (the observing/theorising of light academic selves) to ‘praxeomorphing’ (the active engagement of heavy academic selves), guiding socio-economic transformations towards equity, sustainability, and transformative change in a more politically-conscious scholarship.
Original languageEnglish
JournalJournal of Marketing Management
Publication statusAccepted/In press - 18 Apr 2024

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