Neoliberalism and managed health: Fallacies, facades and inadvertent effects

Lauren Gurrieri, Janice Valerie Fordyce Brace-Govan, Josephine Previte

Research output: Contribution to journalArticleResearchpeer-review

31 Citations (Scopus)


This response to Gould and Semaan s (2014) commentary aims to both clarify misinterpretations of and extend the positions taken in our article, Women s Bodies as Sites of Control: Inadvertent Stigma and Exclusion in Social Marketing. Specifically, our response focuses on four areas: the ruse of individual responsibility and choice; the disciplinary and normalizing effects of surveillance; moving beyond micro-level hot and cold tactics; and the marginalizing effects of healthism. We conclude with a call for greater ethical responsibility in social marketing scholarship and practice, particularly through macro-level engagements at the socio-cultural level as a means of addressing the inadvertent effects of overly simplified campaign messages and images framed through the prism of neo-liberalism that manage and control the bodies of women.
Original languageEnglish
Pages (from-to)532 - 538
Number of pages7
JournalJournal of Macromarketing
Issue number4
Publication statusPublished - 2014

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