dr. (Marco) M.S. Scalvini

My research takes a strongly interdisciplinary approach to marketing, drawing on social and cultural theory, while combining semiotics with computation. My key interest lies in the moral implications of marketing and advertising in contemporary public life. Specifically, I investigate how marketing via social media shapes our ethical and social awareness, how it informs the ways we are invited to feel, think and act as consumers.

Currently, I am writing on the new moral implications of marketing in the current digital age. My monograph, “Moralising the Public”, explores how and why marketing increasingly employs its narratives as a form of moral guidance by adopting explicitly moralistic terms on inclusivity or identity. Specifically, I argue that marketing through social media significantly influences how we think about our identities and possibilities.