Power the Double-Edged Sword, Analysis the Aspects of Market Power and Brand Power based on Foucault's Power

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Hamzean Azim; MALEKI FATEMEH

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Journal Paper

Paper Information

Journal: JOURNAL OF POLITICAL STUDIES Year:2016 | Volume:8 | Issue:31 Page(s): 127-146

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Information Journal Paper

Title

Power the Double-Edged Sword, Analysis the Aspects of Market Power and Brand Power based on Foucault's Power

Author(s)

Hamzean Azim | MALEKI FATEMEH | Issue Writer Certificate

Keywords

Power in MarketQ2

Brand PowerQ2

Foucault's PowerQ2

Social Power of BrandQ2

Network PowerQ2

Abstract

In today's world, power is more persistent and invisible than traditional power systems. In the past it was thought that power works only in the political sphere, and it has been negative and oppressive. Foucault believes that this conception of power conceals its actual performance because systems of power are not only negative and oppressive. In this study, the social bases of Brand Power and market structure components corresponding to the primary power base are explained. Power relations are strategic games between individuals, despite the influence of power on individuals, they can subdue domineering. According to Foucault, the aim of power is influencing on human choices and shaping his actions. So consumers resist against the power of producers. And, according to Foucault, domineering powers are subdued and involved as part of the network of power as the dominated. Power on the market, as a network of manufacturers, buyers, distributors and consumers of final goods or process merchandise, the capillary network influence anywhere, and people always live in a dual situation.

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