Dr Amanda Earley

Amanda EarleyLecturer in Marketing, Politics and Culture

Contact details

  • Tel: +44 (0)116 229 7906
  • Email: me162@le.ac.uk
  • Office: Room 0.07, Mallard House, Brookfield

Personal details

I conducted my doctoral work at the University of Missouri (in Marketing and Cultural Sociology) and at York University (Toronto, Canada, in Marketing, Cultural Studies and Communications).

I completed my undergraduate degree at the University of North Carolina in Psychology and Asian Studies, with additional specialisations in Art History, Cultural Studies and Gender Studies. At North Carolina, I also undertook research assistantships in a wide range of fields. In addition to my formal academic training, I previously worked in the Books Editorial (Acquisitions) and Marketing departments at Duke University Press.


  • International Marketing Communications
  • International Marketing
  • Consumer Research
  • Consumer Behaviour

Administrative responsibilities

  • Marketing Division Research Lead
  • REF team


My research examines the political and ethical dimensions of markets, often finding that powerful actors largely dictate the terms by which everyday people and smaller organisations must operate. While these dynamics are pervasive, I direct my work towards areas of public interest. These include:

  • Sustainability
  • Social media
  • Art production

I also study social movements which seek to resist the politics of the market. My methods are tailored to the question at hand, ranging from ethnography and television studies to conceptual work and installation art.

Over the past few years, my largest project has been on Occupy Wall Street. Here, I used political philosophy to help activists as well as academics understand the processes by which the massive social and economic changes desired could be realised. 

I also study television shows which address our declining economic conditions, including Breaking Bad, Two Broke Girls, Hung, Benefits Street, and a variety of British home-buying shows. Here, I find that these programs tend to make economic disasters seem natural and unavoidable. In turn, societal problems (such as unemployment or the housing crisis) are presented as ‘individual’ issues which require individual solutions (like harder work rather than government reform).

I am a passionate teacher and researcher in the field of international marketing. Again, I focus on history, politics, and ethics, finding that many business practices which we consider to be ‘standard’ today are rooted in dark colonialist and imperialist histories.

I'm also interested in the marketisation of politics. As politics and class are often communicated through aesthetic means, I find art to be a fascinating point of entry. As such, I have been studying political art for the last six years, considering whether or not it can achieve its aims through contemporary art markets and institutions.


I have training and interest in the following fields, and welcome communication from PhD students who share both a subject area interest and a methodological interest. In other words, while my methodological interests are broad, I am not an appropriate advisor for any survey or econometric study. Especially for quantitative research, I would only be adequately expert and motivated for a critical topic.

Subject areas

  • Critical marketing
  • Consumer culture theory
  • Ethics
  • Political economy
  • Political philosophy
  • Critical theory
  • Cultural studies
  • Media studies
  • Sociology
  • Gender studies
  • Area studies

Topical areas

  • Activism
  • Art
  • Sustainability
  • Social media
  • Food studies
  • Social stratification
  • International business history
  • Film
  • Television representation

Qualitative methods

  • Ethnography
  • Interview
  • Content analysis
  • Visual analysis
  • Rhetorical analysis
  • Critical discourse analysis
  • Political analysis
  • Film and television studies
  • Artistic representation (particularly mixed media, photography, and installation)
  • Scale development
  • Survey
  • Economic


Earley, Amanda (forthcoming), ‘Let’s Get Real: New Continental Philosophy’s Methodological Imperative’, in Consumption, Markets, and Culture.

Earley, Amanda (2015), ‘Critical Theory in Consumer Research: Advancing the Conversation’, in Research in Consumer Behaviour, 17. Anastasia E. Thyroff, Jeff B. Murray, Russell W. Belk, Eds. Emerald Group Publishing Limited, pp. 77-87.

Earley, Amanda, and Mike Saren (2015), “‘Between Coercion and Brainwashing’: Theorising the Politics and Ethics of Marketing”, in Alison Pullen and Carl Rhodes, Eds., The Routledge Companion to Ethics and Politics of Organization. London: Routledge.

Earley, Amanda (2014), ‘Connecting Contexts: A Badiouian Epistemology for Consumer Culture Theory’, Marketing Theory 11(4), 381-404.

Kozinets, Robert V., Pierre-Yann Dolbec and Amanda Earley (2013), ‘Netnographic Analysis: Capturing and Interpreting Culture through Websites, Blogs, Tweets, Facebook Posts, Virtual Worlds and Other Social Media Data’, in Uwe Fleck, Ed., The Sage Handbook of Qualitative Data Analysis. Sage: London.

Earley, Amanda (2011), ‘If You Can’t Stand the Heat, Get Out of the Kitchen: Foodies Contest the Cultural Authority of the Market’, Research in Consumer Behaviour, Vol. 13, pp. 19-38. Emerald Group Publishing Ltd.

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Contact Details

School of Business
University of Leicester
University Road



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