Edgar Morin – the Uniduality of the Magical and the Real

This paper represents an introduction in consumer research of the voice of Edgar Morin (1921- ) and to his fight against reductionism. One of Morin’s suggestions is to conceive of the world in what he calls conceptual unidualities, mutually constitutive but also antagonistic parts. A central one is the uniduality of human knowledge as being always simultaneously empirical/rational/logical and symbolic/mythological/magical


Søren Askegaard (2017) ,"Edgar Morin – the Uniduality of the Magical and the Real ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 108-108.


Søren Askegaard, University of Southern Denmark, Denmark


LA - Latin American Advances in Consumer Research Volume 4 | 2017

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