Open Sky Marketing

In this brief presentation, Pierre rearticulates the theory of ecological sustainable communication as a form of eradicating ecological alienation that may occur between an organization and its stakeholders. He makes the argument that – following Paul Virilio’s work Open Sky, which considers the social destruction wrought by information technology and the global media – we now require Open Sky Marketing. In Virilio’s view, hyper-information existence – facilitated by technologies of ubiquity, virtuality, and instantaneity – is not a liberating state of affairs. Instead, such existence entraps people in a “gray ecology”, robbing them of color, of the possibility of spatial distancing, of rooted sensory perception – in short, of humanity. Open Sky marketing that reconnects people personally and humanly, McDonagh submits, is a requirement for survival of the species and that the present financial blip is the opportunity for society to finally embrace Ulrich Beck’s ecological enlightenment as a means to this end.


Pierre McDonagh (2011) ,"Open Sky Marketing", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 45.


Pierre McDonagh, Dublin City University, Dubin, Ireland


E - European Advances in Consumer Research Volume 9 | 2011

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