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Irish Marketing Review, Vol. 20, No. 2, 2009 Technological University Dublin ARROW@TU Dublin Issues Irish Marketing Review 2009-01-01 Irish Marketing Review, Vol. 20, no. 2, 2009 Aidan O'Driscoll Follow this and additional works at: https://arrow.tudublin.ie/jouimriss Part of the Marketing Commons Recommended Citation Aidan O'Driscoll, "Irish Marketing Review, Vol. 20, no. 2, 2009" (2009). Issues. 33. https://arrow.tudublin.ie/jouimriss/33 This Article is brought to you for free and open access by the Irish Marketing Review at ARROW@TU Dublin. It has been accepted for inclusion in Issues by an authorized administrator of ARROW@TU Dublin. For more information, please contact [email protected], [email protected]. This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License The Marketing Institute Marketing House South County Business Park Dublin 18 Telephone: +353-1-2952355 Fax: +353-1-2952453 E-mail: [email protected] Website: www.mii.ie Welcome to this issue of Irish Marketing Review, Ireland's major scholarly marketing publication. The Marketing Institute has been to the fore in cham­ pioning the professional discipline of marketing in Ireland for over 40 years, and we see this publication as an important contribution to the ongoing develop­ ment of marketing in Ireland. The Marketing Institute is the national professional body for marketing people in Ireland, offering membership, qualifications and training. Established in 1962, the Institute today operates from our own full facilities headquarters in Dublin. Our 3,500 members are located all over the island of Ireland, drawn from all business sectors. We are inter­ nationally affiliated with Europe's leading marketing associations through the European Marketing Confederation. The mission of the Institute is to develop business in Ireland by raising its marketing capability, upholding professional standards, and improving the skills of marketing people so they deliver exceptional business results. Membership of the Institute may be obtained through presentation of approved academic qualifications and/or appropriate practitioner expe­ rience, and full members may use the professional designatory letters MMII. We heartily recommend Irish Marketing Review to all our members. Tom Trainor Chief Executive Irish Marketing Review Volume 20 Number 2 2009 CONTENTS D.I.T. Library J Aungler Str£tt EDITORIAL Tel: 4013068 I......... ___ . __ ~----··- 3 Finding an Irish Voice: Reflections on Celtic Consumer Society and Social Change Alan Bradshaw, Pierre McDonagh & David Marshall ARTICLES 6 Subversive Consumption: Nineteenth Century Irish Immigrants in America Linda Scott 27 Branding Irish Cinema: Reflections upon Celtic Consumer Society and Social Change in Dublin Pat Brereton 40 Those Left Behind: Inequality in Consumer Culture Kathy Hamilton feelings of exclusion from 'normal' consumption dominated 55 Home Confined Consumers' Freedom through Surrogate Activities: the Role of Personal Communities Hilary Downey & Miriam Catterall 77 Magners Man: Irish Cider, Representations of Masculinity and the 'Burning Celtic Soul' Pauline Maclaran and Lorna Stevens 89 Brand Ireland Anthony Patterson AFTERWORD 99 Marketing Died Today. Or Perhaps It Was Yesterday, I Don't Know Stephen Brown of IRISH MARKETING REVIEW Enhancing Marketing Thought and Practice Editor Aidan O'Driscoll Dublin Institute of Technology Faculty of Business Associate Darach Turley (Dublin City University) Manuscripts Editor Academic manuscripts are double-blind refereed. Invited and practitioner papers are judged assensu peri­ Advisory Professor M.J. Baker, University of Strathclyde torum. Editorial enquiries, manuscripts, books for Board Professor A. C. Cunningham, University College Dublin review should be addressed to the editors at Dublin Professor G.S. Day, Wharton School, U. of Pennsylvania Institute of Technology, Mountjoy Square, Dublin I. Professor L. Fahey, Boston University Tel: (353 I) 4023000. Fax: (353 I) 4024298. Professor G.R. Foxall, Cardiff Business School, U. of Wales Professor R.P. Kinsella, University College Dublin Indexing and Abstracting Professor H.G. Meissner, University of Dortmund Contributions to this publication are indexed and Professor J.A. Murray, Trinity College Dublin abstracted in ABI/INFORM and in Contents Pages in Professor ].A. O'Reilly, Dublin Institute ofTechnology Management (hard copy; UK). P. O'Sullivan, Dublin Institute ofTechnology Professor C. Pinson, INSEAD, France Subscriptions Irish Marketing Review is published in spring and autumn Assistant Norah Campbell (TCD) by Mercury Publications Ltd, Marina House, n-I3 Editor Clarence Street, Dun Laoghaire, Co. Dublin, Ireland. Tel: (353 I) 3266899. Fax: (353 r) 2366880. A subscription costs €125 in Ireland. A personal subscription is available Digest Kate Ui Ghallachoir (DIT) at €6o. Overseas rates are €200 and €70 respectively. Editor The Marketing Institute The Marketing Institute is the representative body of DIT T. Cooney, L. Cuddihy, A. Czerwin-Abbott, the marketing profession in Ireland. Its members, asso­ Editorial N. Deeney, T. Fennell, K. Lawlor, M. Lawlor, ciates and students number over 4000. The Institute's Committee ]. McGrath mission is to position marketing as the crucial factor for business success, and through its various activities it Departments Design Cartoons provides a lifetime environment of career enhancing Dermot McGuine Brendan Beirne opportunities to each member. Irish Marketing Review is sent to members and senior students as a member­ ship service. Membership enquiries to: The Marketing Typesetting Institute, Marketing House, Leopardstown, Dublin I8. & Layout Sheila Stephenson & Associates Tel: (353 I) 2952355. Fax: (353 I) 2952453. Dublin Institute of Technology The Dublin Institute of Technology (DIT), an autonomous university-level institution since January Copyright © 2009 Mercury Publications I993, has provided technological and business educa­ tion up to the highest levels for over roo years. It is organised in six discipline-related faculties: Applied Arts, Built Environment, Business, Engineering, Science, and Tourism and Food. It has a total enrol­ ment of 23,000 students, including ro,ooo full-time third level students and over 500 postgraduate and other post-third level students. Printed by ColourBooks Limited, Dublin Editorial Finding an Irish Voice: Reflections on Celtic Consumer Society and Social Change Alan Bradshaw, Pierre McDonagh & David Marshall Today, the old rural national image is on the wane 'common life produced a kind of unification of phys­ and the country currently likes to represent itself as a ical types in a sort of habitus common to all' (p. 82). thriving, energetic, cosmopolitan place, a vibrant he perceives diversity within the unity, but reduces multicultural hub of postindustrial, information-age that diversity to a division into four groups- Goidels, entrepreneurial activity. The revels of the comely Piers, Brythons (including the Gauls) and Belgae ... maidens dancing of the local townland now are he (Hubert) reveals the close relations between ended or linger only as national kitsch; the country Germans and Celts, and the influence exerted by prefers instead a corporate quick-step on a global Celtic culture on Germanic, extending, indeed, crossroads between Boston, Bermuda and Berlin. beyond the Germans to the Balto-Slavs and Finns (p. (Cleaty and Connolly, 2005, p. xiii) 68). This influence is manifest in linguistic and mate­ rial borrowings ... The Celts seem to have been for As this opening quote suggests, much change is afoot long ages the schoolmasters of the Germanic peoples'. in Ireland and not only has the country joined the surge of consumer society in a rush to be Ikeaised and This special edition looks at how consumption and Starbucked but it has done so with its usual display consumer society plays a part in that (re)construc­ of swagger and style. This special issue of Irish tion of identity through commercial activities and Marketing Review arose from 'Finding an Irish Voice: the consumption and use of goods which serve to Reflections on Celtic Consumer Society and Social convey and transpose meaning from the world of Change', an international workshop organised by the Celtic culture to the world of goods (McCracken, Centre for Consumption Studies (CCS) (www. 1990) or through the prism of what Stephen Brown ccs.dcu.ie) at Dublin City University in October has labelled Celtic Marketing Concepts. 2007. The event was attended by academics and prac­ While the recent flurry of economic and political titioners with a range of professional interest in con­ activity characterised by the Celtic Tiger and the sumer society, and forms the backcloth to what you peace process in the North has brought a number of read here. From this exchange it became clear that profound changes, to what extent has this emerging there remains some degree of ambivalence in looking consumer society lead to greater equality, healed old at cultural identity and simple binary categorisations divisions or created new ones, and brought happiness such as Communist Fascist, Master Slave, Caucasian or distress to the citizens? Not least, how we consume Black, Male Female, Straight Gay, Apprentice Loser, and its consequences (McDonagh, 1995, 1997) has Croat Serb, Jew Arab, Good Evil, Roman Barbarian much to contribute to our theory on contemporary or, in our case, Anglo-Saxon Celt fail to capture the consumption. Social change of itself within con­ essence of contemporary consumer existence.
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