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Academic spin doctoring: The incommensurability debate as a scholarly war fantasy

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  • Lowe, Sid
  • Rod, Michel

Abstract

This commentary to Shaw and Nowicki (2018) proposes that academic paradigms are ‘dialogical’ discourses that both compete and collaborate in order to sustain their identities. They are all based on different underlying assumptions and are carried by different symbols, tropes and narratives. Each version of the truth cultivates an identity that principally depends upon it not being its alternative. As a result, each paradigm depends upon the continued existence of its opposite. In this sense, therefore, the paradigm wars were a concocted dispute over invented territories and contrived opponents. The contribution of the paper for those seeking paradigmatic peace is to emphasise that just as the war was a concocted 'simulacrum', any peace must also be designed as fantasies accomplished through language games.

Suggested Citation

  • Lowe, Sid & Rod, Michel, 2018. "Academic spin doctoring: The incommensurability debate as a scholarly war fantasy," Australasian marketing journal, Elsevier, vol. 26(4), pages 307-309.
    • Handle: RePEc:eee:aumajo:v:26:y:2018:i:4:p:307-309
    DOI: 10.1016/j.ausmj.2018.10.004
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    References listed on IDEAS

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    1. Alvesson, Mats, 1994. "Critical theory and consumer marketing," Scandinavian Journal of Management, Elsevier, vol. 10(3), pages 291-313, September.
    2. McCracken, Grant, 1986. "Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(1), pages 71-84, June.
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    Cited by:

    1. Purchase, Sharon, 2018. "Introduction to Special Section: A discourse on alternative world views in marketing research," Australasian marketing journal, Elsevier, vol. 26(4), pages 295-296.

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