A hermenêutica crítica e estudos em marketing: aproximações e possibilidades

Abstract

This paper aims to contribute to a reflection on the formation, generation and development of knowledge in marketing in light of critical hermeneutics. This is a review in which the authors envision new possibilities of critical studies in the field of social sciences. It is argued that the epistemological approach to critical hermeneutics provides a theoretical and methodological framework for the advancement of critical studies in marketing in that it focuses on interpretive assumptions of philosophical and sociological basis. It is evident, therefore, that the hermeneutic criticism is seen as a form of analysis and critical reflection on the marketing education, since this contributes to interpretation and less procedural and more reflective processes. Thus, it is advancing in the discussion that hermeneutic lens marketing may appear when this field is perceived more chopped and at the same time the mobility behavior gains at different speeds in relation to past designs.