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When the burger becomes halal: a critical discourse analysis of privilege and marketplace inclusion

Author

Listed:
  • Guillaume D. Johnson

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Kevin D. Thomas

    (Stan Richards School of Advertising and Public Relations - University of Texas at Austin [Austin])

  • Sonya A. Grier

    (AU - American University Washington D.C.)

Abstract

Although a rich body of research provides insights to understanding stigma within the marketplace, much less is known regarding its direct corollary, privilege. We posit that this void is problematic as it may inadvertently support and legitimate existing socio-political arrangements which inhibit consumer wellbeing and marketplace equality. The present study addresses this gap by offering a theoretical understanding of privilege within the marketplace. Using a Foucauldian approach to privilege and power, we draw on the discursive perspective on legitimation to critically investigate the contentious debate over the inclusion of halal meat at a popular burger chain in France. In light of French political secularism (laïcité), we demonstrate how power discursively operates through narratives on rights and moral responsibility to constitute, defend and challenge a certain state of privilege within the marketplace. Our resulting theoretical discussion extends existing studies on marketplace equality and the growing body of literature related to the "marketization of religion".

Suggested Citation

  • Guillaume D. Johnson & Kevin D. Thomas & Sonya A. Grier, 2017. "When the burger becomes halal: a critical discourse analysis of privilege and marketplace inclusion," Post-Print hal-02173084, HAL.
    • Handle: RePEc:hal:journl:hal-02173084
    DOI: 10.1080/10253866.2017.1323741
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    Citations

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    Cited by:

    1. Nugraha, Widya Satya & Chen, Dennis & Yang, Shang-Ho, 2022. "The effect of a Halal label and label size on purchasing intent for non-Muslim consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    2. Stephanie Slater & Catherine Demangeot, 2021. "Marketer acculturation to diversity needs: The case of modest fashion across two multicultural contexts," Post-Print hal-03600360, HAL.
    3. Pecot, Fabien & Vasilopoulou, Sofia & Cavallaro, Matteo, 2021. "How political ideology drives anti-consumption manifestations," Journal of Business Research, Elsevier, vol. 128(C), pages 61-69.
    4. Alice Audrezet & Béatrice Parguel, 2023. "Unpacking nontarget majority consumers' responses to modest fashion: How market controversy perpetuates marketplace exclusion," Post-Print lirmm-03912092, HAL.
    5. Wiart, Lucie & Özçağlar-Toulouse, Nil & Shaw, Deirdre, 2022. "Maintaining market legitimacy: A discursive-hegemonic perspective on meat," Journal of Business Research, Elsevier, vol. 144(C), pages 391-402.
    6. Sonya A Grier & David Crockett & Guillaume D Johnson & Kevin D Thomas & Tonya Williams Bradford, 2023. "Race In Consumer Research: Past, Present, And Future," Post-Print hal-04200003, HAL.
    7. Slater, Stephanie & Demangeot, Catherine, 2021. "Marketer acculturation to diversity needs: The case of modest fashion across two multicultural contexts," Journal of Business Research, Elsevier, vol. 134(C), pages 702-715.
    8. Cruz, Angela Gracia B. & Cardoso, Flavia & Rojas-Gaviria, Pilar, 2022. "Crafting food products for culturally diverse markets: A narrative synthesis," Journal of Business Research, Elsevier, vol. 153(C), pages 19-34.

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