Guerrilla selfhood : imagining young people's entrepreneurial futures

In this paper, we argue that complex forms of selfhood emerge in relation to rapid economic and social changes unfolding in the early stages of the twenty-first century. We draw on literature that explores youth at risk, entrepreneurial selfhood and neoliberalism to argue that young people are developing modes of transition that allow them to acclimatise to economic and social insecurity. It is an insecurity borne of a paradoxical reliance on, and failure of, neoliberal forms of economics and society. In the context of a post-Global Financial Crisis (post-GFC) world, we explore how young people take responsibility for their uncertain futures. Via our critique of how young people are supposed to manage their lives from education to employment, we argue that a form of selfhood emerges as they are challenged by limited education and employment opportunities. We call this selfhood the guerrilla self. We use this term to designate types of identity that require participation through resistance, institutionalisation through the appearance of not being institutionalised, and individualism in the midst of a failure of individualism. In making this case, we draw on stories told by young people in the USA planning for a future in a post-GFC world.

History of marketing in India

Contemporary concepts and practices of marketing, and the ideologies which impel these, originate from the social and economic contexts of the West, particularly the United States and Europe (Ellis et al., 2011; Eckhardt et al., 2013). As a consequence of this Western dominance, the marketing discipline became permeated with values such as individualism and rationalism (Ellis et al., 2011). The Eurocentrism of much of marketing theory has resulted in knowledge pertinent to contexts such as India being overlooked (Varman and Saha, 2009; Varman and Sreekumar, 2015). In an early paper that appeared in the Journal of Marketing, Westfall and Boyd, Jr. (1960) suggested that marketing practices in India were not sufficiently ‘developed’, and called for a ‘modernization’ of marketing in India. In response to such criticism, marketing academics in India adopted theories and practices of marketing from the West, especially the US. Not surprisingly, these theories and practices were often far removed from the realities of the Indian economy and consumers (Varman et al., 2011). This is particularly ironic because India, like many other parts of the world, has a rich history of markets and marketing. There is clearly a need to bridge this gap in our knowledge and understanding about the rest of the world. This chapter on history of marketing in India addresses this lacuna in the discipline

Children of the market : performativity, neoliberal responsibilisation and the construction of student identities

This paper draws on interview data gathered from a broader studyconcerned with examining issues of social justice, cultural diversityand schooling. The focus is on five students in Years 5 and 6 whoattend a primary school located on the edge of a class-privilegedarea in outer London. The children are all high achievers who are veryinvested in doing well in school and in life within the parametersof neoliberalism. The paper examines the ways in which neoliberaldiscourses of performativity and individual responsibilisationpermeate the children’s talk in relation to their understandings ofeducation and their future, and their worth and value as students.Such examination enriches the findings of important research in thisarea that draws attention to the ways in which neoliberal discourseshave become naturalised and taken-for-granted in what counts asbeing a good student and a good citizen. The paper problematisesthe individualism, competitiveness and anxiety produced by thesediscourses and provides further warrant for supporting students toidentify, challenge and think beyond them.

Person, persona

Person and persona are presented as conceptually at opposite ends of a spectrum. Person describes the internal dimensions of the self, while persona identifies the external and public presentations of the self. The article explores these ideas of person and public persona from their theoretical origins in media and communication research and how they are challenged and shifted by the way various communication technologies are used and deployed in contemporary culture.