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International Studies in Phenomenology and Philosophy

Book | Chapter

208170

Marketing theory

an overview of theory guides

Andrew James

pp. 95-110

Abstract

Academic publishers often serve as barometric indicators to the state of the discipline: reading lists mean sales. The first sign that broad changes were occurring in English studies was the launch by Routledge of the New Accents series. The general editor, Terence Hawkes, appropriately enough authored the volume on that keystone to theory, Structuralism and Semiotics (Methuen, 1977). The series was begun in the 1970s and its appearance reflected theory's shift in status from a topic debated and written about by a relatively small number of academics — usually with specialized interests and enthusiasms beyond the mainstream of straightforward literary criticism — to one which was taught to undergraduates, albeit in courses which remained outside the traditional framework of curricula based on the English canon. Significantly, the title list of New Accents also indicated that theory was acquiring its own framework of sub-categories and components — structuralism, deconstruction, formalism, Marxism. Theory was becoming an academic subject in its own right with a layout that would fit comfortably into a ten to twelve week semester and satisfy the requirements of examinations and coursework. Though radical by its self-proclaimed nature, it was adapting itself into the customs of university teaching.

Publication details

Published in:

Bradford Richard (2011) Teaching theory. Basingstoke, Palgrave Macmillan.

Pages: 95-110

DOI: 10.1057/9780230304727_7

Full citation:

James Andrew (2011) „Marketing theory: an overview of theory guides“, In: R. Bradford (ed.), Teaching theory, Basingstoke, Palgrave Macmillan, 95–110.