Subjectivity construction at multinationals: Turkish female brand managers' case

Official URL: http://192.168.1.20/record=b1276346 (Table of Contents)

With the advent of capitalism, consumption has emerged as a core activity of companies next to production, increasing the importance of marketing and advertising departments. In this context, brand managers of transnational capitalist class occupy a professional position in the midway between production and consumption. Being consumers themselves they produce the consumption alternatives of people. This thesis aims to explore subjectivity construction processes of young women managers working in the marketing departments of multinational corporations in Istanbul, Turkey. I analyze the ways in which disciplinary processes, ways in which distinctions are made and maintained and the mechanisms that are developed to cope with the daily life are narrated. In this, I analyze the parallels and distances they build between themselves and other members of their groups as well as the consumers. My discussion aims to move away from the reductionist approach that sees the people as passive victims and capitalism as a structure that imposes itself regardless of context or agency.