Marketing Peace: Deconstructing Christian-Muslim Narratives of God, Salvation and Terrorism now available from Cambridge Scholars Publishing
Cambridge Scholars Publishing is pleased to announce the publication of Marketing Peace: Deconstructing Christian-Muslim Narratives of God, Salvation and Terrorism by Paromita Goswami.
The book unearths the subconscious metaphorical frames utilised by Christians in their conceptualisations of Muslims in the US, and vice versa, through a two-fold approach. Firstly, ethnographic field-work is used to gain the trust of the community and to understand the lived-in experience of community members in their natural social setting. Secondly, the Zaltman Metaphor Elicitation Technique (ZMET) is adopted as a tool to discern the metaphorical lens that Christians and Muslims use to view each other.
The study suggests how this metaphorical lens of framing may help in designing more effective interventions that would fundamentally alter the mechanism of ‘contact’ between rival majority and minority religious groups in conflict.
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About the Author
Paromita Goswami is Associate Professor of Marketing at Shiv Nadar University, India. Her research focuses on using marketing principles to understand social and environmental issues like religious violence, ecologically-conscious consumption, menstrual taboos and alleviating institutional constraints, and gender issues in consumption. She has twenty years’ experience as an entrepreneur, teacher, researcher and corporate leader.