See finish! Scunnered!! A vernacular critique of hierarchies of knowledge in marketing
论文通过虚构的尼日利亚和苏格兰角色对话，批判营销知识中全球化的消费者声音和知识层级，强调去殖民化和本土语言的边缘化问题。
Our paper presents a critique of how a totalising consumer voice predominates, as does a globalised marketing knowledge. We argue that it is time to release ideas from the marginalised, the unhinged and the peripheral. We feature a fictional dialogue between two characters using vernacular language: Ọmọ Naija, a Pidgin-speaking Yorùbá woman from Nigeria, and Rab, a Glasgow Patter-speaking man from Scotland. The conversation traverses two important areas of critique regarding hierarchies of knowledge in marketing: (1) decolonisation and (2) marginalisation of the vernacular. Our characters draw upon ancient and contemporary thinkers, writers and cultural icons to substantiate their critiques. Our analysis foregrounds how hierarchies of knowledge in marketing serve academic imperialism, an untranslatability of vernacular life and ignore the terroir of everyday existences.