Carly Drake

I’m a marketing scholar, educator, and cultural critic. 

My research and teaching expertise broadly centers around the relationship between consumers, marketing, and the marketplace. I argue that this relationship is political, and use this orientation to question what our everyday media, such as advertisements, television, and social media, say about contemporary social life. Placing these messages within their sociocultural context, I illuminate how our institutions and ideologies shape, and are shaped by, consumption. 

Selected Scholarship

Drake, C., Mourali, M., & Pender, K. (2025). Mental illness as consumer vulnerability: Ambivalent attachment to the college campus. Journal of Marketing Management. OnlineFirst pre-print doi:10.1080/0267257X.2025.2547379

Pradhan, A., & Drake, C. (2023). Netflix and cringe: Affectively watching ‘uncomfortable’ TV. Marketing Theory, 23(4). doi:10.1177/14705931231154944

Drake, C. (2022). Willfulness and the market: (Post)feminist subjectivities and women’s body work. In G. Brodowsky, C. P. Schuster and R. Perren (Eds.), Handbook of Research on Ethnic and Intra-Cultural Marketing (pp. 104-118). Cheltenham, UK: Edward Elgar.

Mourali, C., & Drake, C. (2022). The challenge of debunking health misinformation in dynamic social media conversations: Online randomized study of public masking during Covid-19. Journal of Medical Internet Research, 24(3).

Drake, C., & Radford, S. K. (2021). Studying gendered embodied consumption with poststructuralist feminist hermeneutics. Qualitative Market Research, 25(1), 1-19.

Stackhouse, M., Falkenberg, L., Drake, C., & Mahdavi, H. (2020). Why massive open online courses (MOOCs) have been resisted: A qualitative study and resistance typology. Innovations in Education and Teaching International. https://doi.org/10.1080/14703297.2020.1727353

Drake, C., & Radford, S. K. (2019). Here is a place for you/know your place: Critiquing “biopedagogy” embedded in images of the female body in fitness advertising. Journal of Consumer Culture. https://doi.org/10.1177/1469540519876009

Courses Taught

Integrated Marketing Communication

Digital Marketing

Bodies, Markets, and Marketing

Globalization and Society