TITLE

Accounting and marketing communications in arts engagement: A discourse analysis

AUTHOR(S)
Oakes, Helen; Oakes, Steve
PUB. DATE
September 2012
SOURCE
Accounting Forum;Sep2012, Vol. 36 Issue 3, p209
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Abstract: Roles of accounting and marketing communications in official documents concerned with widening arts engagement in England are examined. Four discourses are identified in a framework as interpretive lenses: metaphysical, modern, postmodern and post-metaphysical. Accounting and marketing communications were associated with all four discourses to some degree. However, accounting was primarily conceptualised by the authors of the documents as a modern discourse, whilst they primarily portrayed marketing communications as a purveyor of postmodern and post-metaphysical discourses. Accounting and marketing communications demonstrated ambiguity and overlapping roles in attempts to legitimise frequently contradictory positions, thus reflecting a Habermasian tension between facts and norms.
ACCESSION #
86453792

 

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