Crossing wires: short-circuiting marketing theory

Jack Coffin*, Christian A. Eichert, Shona Bettany, Andrew Lindridge, Gillian Oakenfull, Jacob Ostberg, Lisa Peñaloza, Diego Rinallo, David Rowe, Jannsen Santana, Luca M. Visconti, Luciana Walther

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


In the popular imagination sex sells. Yet, marketing theory has relatively little to say about sexuality per se. Drawing on Žižek’s metaphor of critical theory as ‘short-circuiting’ the dominant discourse, we conceptualise marketing as a field that theorises sexuality only in a series of ‘closed circuits’. Knowledge becomes hierarchical when some topics, such as sexuality, are denied the theoretical freedom to roam in wider open circuits alongside other ‘mainstream’ marketing topics. We identify four ways in which certain topics are enclosed: theoretical, empirical, institutional and neo-colonial. We then seek to short-circuit this state of affairs by bringing together a heterogeneous group of scholars interested in sexuality. By crossing their critical insights like unexpected connections in a circuit, we create sparks of inspiration that challenge the contents, contexts and concepts that relate to marketing theories of sexuality. Our paper makes a specific theoretical contribution in arguing for sexuality to be treated as a phenomenon worth studying and theorising in its own right. However, it also makes a wider methodological and epistemological contribution in showing how various topics within marketing theory might be short-circuited to help flatten the hierarchies of knowledge created by closed and open circuits.

Original languageEnglish
Pages (from-to)275-292
Number of pages18
JournalMarketing Theory
Issue number2
Early online date23 Feb 2022
Publication statusPublished - 1 Jun 2022

Bibliographical note

© The Author(s) 2022


  • epistemology
  • gender
  • hierarchies
  • knowledge
  • psychoanalysis
  • Sexuality
  • short-circuiting
  • subculture

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