‘Hey, you there! Marketing!’ On ideology and (mis)interpellation of the marketing educator as subject

Mainstream marketing management is a disciplinary field essentially unruffled by ideological reflection. In this paper, we approach the subjectifying power of marketing ideology through Louis Althusser’s work on interpellation, the process by which ideology calls its willing subjects into ideological belief and practice. Through our autoethnographic accounts, we develop a counterposition to the epistemic ideology of normative mainstream...