Abstract
This master thesis deals with a relatively new phenomenon within modern marketing; Content Marketing. Content Marketing is widely regarded as a marketing approach that focuses on attracting the attention of consumers through value based content rather than pushing adverts based on price and functionality alone.
Although many marketers have adopted this approach, Content Marketing is also under heavy criticism. Critics of this approach are suggesting that the techniques, that are associated with Content Marketing, have in fact been around for years, and that this approach does not differ from traditional marketing, which is many accuse it for being just another buzzword. Considering this accusation, I find it rather interesting that Content Marketing is yet to become an accepted concept in academic literature in order to decide whether Content Marketing should be seen as a buzzword or not.
I have a specific focus on the power relation between marketers and consumers, which in Content Marketing literature seems as being described as consumer dominated and power itself seems to be regarded a subject that one can possess, which is the opposite power approach than the one that sticks to French philosopher Michel Foucault. Therefore, I want to address the question whether Content Marketing should have a place as an independent concept within academic literature through a genealogical power analysis of academic articles from the Journal of Consumer Research. I focus on articles from Journal of Consumer Research within a period of 30 years from 1985 to 2014.
My studies has shown that the techniques that are associated with Content Marketing have indeed been practiced for years which is why I share the view on Content Marketing as being a buzzword. Furthermore, my studies has shown that there is a difference in the general view on power as a concept within academic literature compared to non-academic marketing literature, although I do see a tendency where academic literature moves further and further towards the traditional power view.