Marketing Communications, Acculturation in Situ, and the Legacy of Colonialism in Revolutionary Times

Abstract

Over the past few years the political and economic landscape of the Middle East-North Africa (MENA) region has been dramatically transformed through a series of revolutions. These events call into question the legitimacy of Western-style marketing practices in the region. Marketers are now confronted with challenges due to the continuing legacy of Western colonialism. Tunisia, like several other countries of the region, seems still to be under the influence of Western culture. Our study utilizes the concept of acculturation in situ, which may provide a novel perspective through which the tumultuous economic and political events of the region may be understood. Adopting a socio-culturally embedded approach and mobilizing several colonial/post-colonial theories, we provide insights on the evolution of marketing and communication practices in the MENA region. Through a field study conducted prior to and after the revolution in Tunisia – the first of the MENA nations to successfully revolt against dictatorship – we document the transition toward marketing practices which may allow countries in the region to build a new identity.