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.
Citation:
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.
Authors
Pierre McDonagh, Dublin City University, Dubin, Ireland
Volume
E - European Advances in Consumer Research Volume 9 | 2011
Share Proceeding
Featured papers
See MoreFeatured
Time-insensitive Budget Tracking: Nudging Consumers to Spread out Spending over Time
Liang Huang, University of Arizona, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Featured
Visual Perceptual Research in Marketing
Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA
Featured
Predicting Consumer Brand Recall and Choice Using Large-Scale Text Corpora
Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Ming Hsu, University of California Berkeley, USA