Crap detecting. Autoethnographic reflections on critical practice in marketing pedagogy

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In this commentary, I use selected autoethnographic passages from my life in teaching to reflect on what, if anything, the designation of ‘critical’ might mean in my own practice of marketing education. I draw selectively on some ideas from educational and critical theory, particularly the notion of interpellation as applied to marketing academics, to reach the conclusion that my personal idea of critical marketing pedagogy is probably closer to the notion of classroom education as a subversive practice than it is to any neo-Marxist versions of liberatory pedagogy. Ernest Hemingway suggested that the primary virtue of a writer’s education ought to be the refinement of the students’ ability to detect crap. By nurturing the fundamental transferable life-skill of crap detection, I like to think that marketing can fulfil a worthwhile pedagogic role alongside the other subjects in a liberal intellectual university curriculum.
Original languageEnglish
Pages (from-to)20-31
Number of pages12
JournalJournal of Marketing Management
Issue number1-2
Early online date12 Oct 2022
Publication statusPublished - 1 Apr 2023


  • Autoethnography
  • Critique
  • Interpellation
  • marketing pedagogy

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