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Purpose - To provoke a conversation in marketing scholarship about the overlooked political nature of doing research, particularly for those who research issues of social (in)justice. We suggest a paradigmatic shift in how researchers might view and operationalise social justice work in marketing. Our emancipatory praxis framework offers scholars an alternative way to think about the methodology, design and politics of researching issues of social relevance. Design/methodology/approach - This is a conceptual paper drawing on critical theory to argue for a new methodological shift towards emancipatory praxis. Findings – As social justice research involves a dialectical relationship between crises and critique, the concept of emancipation acts as a methodological catalyst for furthering debate about social (in)justice in marketing. We identify a set of methodological troubles and challenges that may disrupt the boundaries of our knowledge making. We outline a set of methodological responses to these issues, illustrating how emancipatory research facilitates social action. Practical implications – The paper is intended to change the ways that researchers work in practical and concrete terms on issues of social (in)justice. Social implications – While this paper is theoretical, it argues for an alternative methodological approach to research that reorients researchers towards a politicised praxis with emancipatory relevancy. Originality/value – Emancipatory praxis offers a new, openly politicised methodological alternative for addressing problems of social relevance in marketing. As a continuous political and emancipatory task for researchers, social justice research involves empirical encounters with politics, advocacy and democratic participation, where equality is the methodological starting point for research design and decisions as much as it is the end goal.

The care-less marketplace is a discrete site which reinforces structural inequality in the affective domain of life. Drawing on the work of pro-care feminist theory, this empirical paper explores marketplace exclusion from the perspective of economic disadvantage and its impact on relations of love, care and solidarity. Adopting a voice-centred-relational approach, this interpretative study examines the narrative accounts of a diverse group of women living in diverse poverty contexts. Articulating marketplace exclusion as a series of affective burdens, material struggles and disconnections embedded within the relational web of family, friends and community - these experiences mirror participants' imposed exclusion in the marketplace due to chronic economic hardship. Through the diffusion of an alternative theoretical lens, affective inequality surfaces the importance of care and how it is often most visible in the lives of vulnerable consumers when it is absent or broken.

This paper brings a critical awareness to the interrelations between epistemic injustice and knowledge hierarchies, through an insufficient attention to the Other as epistemically harmed. Because of the dominant empirical and theoretical authority Others are subjected to in research practices and dissemination, our paper explores how marginalised voices possess less epistemic agency due to their disciplining, neglect and subjugation as knowers through testimonial and hermeneutical injustice. We contribute two new categories of epistemic injustice in marketing; Silencing and Ignorance; areas, which reproduce and reify knowledge hierarchies but equally provide scholars with an opportunity to contest epistemic dominance. Through an explicit acknowledgement of the relationship between difference, power and knowledge in meaning-making, we argue for Other consciousness which entails (i) privileging Othered knowledge, (ii) highlighting structural epistemic in/justice within Marketing academe and (iii) advocating for artistic-inclusive processes, to alter how we theorise knowing Others, and Other knowers, in marketing scholarship.

In this paper we consider the representations of poverty within consumer culture. We focus on four main themes – social exclusion, vulnerability, pleasure and contentment - that capture some of the associations that contemporary understandings have made with poverty. For each theme, we consider the portrayals of poverty from the perspective of key agents (such as marketers, media, politicians) and then relate this to more emic representations of poverty by drawing on a range of contemporary poverty alleviating projects from around the world. We conclude with a set of guidelines for relevant stakeholders to bear in mind when elaborating their representations of poverty. These guidelines may act as a platform to transform marginalising representations of poverty into more empowering representations.

Abstract: In this article, we consider the representations of poverty within consumer culture. We focus on four main themes – social exclusion, vulnerability, pleasure and contentment – that capture some of the associations that contemporary understandings have made with poverty. For each theme, we consider the portrayals of poverty from the perspective of key agents (such as marketers, media, politicians) and then relate this to more emic representations of poverty by drawing on a range of contemporary poverty alleviating projects from around the world. We conclude with a set of guidelines for relevant stakeholders to bear in mind when elaborating their representations of poverty. These guidelines may act as a platform to transform marginalizing representations of poverty into more empowering representations. Resumen: Este artículo analiza la representación de la pobreza en la cultural del consumo. Cuatro temas que capturan el entendimiento contemporáneo sobre la pobreza son abordados: Exclusión social, vulnerabilidad, placer, y aceptación. Para cada tema consideramos como diferentes agentes: Mercadeo, medios, y políticos, muestran la pobreza, y se relaciona estos a diferentes proyectos para aliviar esta situación alrededor del mundo. Las conclusiones se enfocan en brindar una serie de prácticas a tener en cuenta para transformar la representación social de la pobreza.