Accounting and marketing communications in arts engagement: A discourse analysis

Helen Oakes and Steve Oakes

Accounting Forum, 2012, vol. 36, issue 3, 209-222

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.

Date: 2012
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DOI: 10.1016/j.accfor.2012.02.002

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