By Per SkaМЉlen
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SUBJECT POSITIONS IN MARKETING DISCOURSE It should be noted, however, that how and to what extent the managerial rationality associated with a particular discourse orders reality usually needs to be directly empirically studied—through interviews or observations. Or formulated differently: without systematic empirical studies, it cannot be taken for granted that a discourse really orders a particular social domain. Indeed, a justified criticism leveled at some Foucauldian discourse analysis is that it only relies on archival data failing to check whether texts and rhetoric materialize, thus downplaying individual agency (see, for instance, Thompson and Ackroyd 1995).
By means of the avowals that confessional technologies generate, it is possible for the pastor to guide and lead the confessor ‘from the inside out’ in ways that the manager believes to be appropriate. But confessing and avowing subjects will also subjectify themselves without the support of an outside force. When speaking about themselves, they will reveal, to themselves, what types of people they are (Covaleski et al. 1998). If they are not satisfied with who they are—a satisfaction contingent on the ethic informing the operation of the particular type of pastoral power— they may try to change themselves in order to accord with the governmental ethic better.
Marketing and Disciplinary Power Disciplinary power (Foucault 1977; 2000a) defi nes subjectivity from ‘the outside in’ (Covaleski et al. 1998). Functioning like examinations, practices of disciplinary power turn people into objects of knowledge. e. gaps between actuality and possibility. This enables management of people in order to foster a movement toward the norm: by closing gaps between the actual self and the ideal subject position, the person, by means of disciplinary power, becomes both a subject of knowledge and subjected to knowledge.