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

Share Proceeding

Featured papers

See More


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

Read More


Visual Perceptual Research in Marketing

Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA

Read More


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

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.