Guillaume Johnson

Guillaume Johnson is a CNRS Research Fellow in management and marketing at Université Paris Dauphine’s Dauphine Research in Management (DRM). His research focuses on the sociopolitical dynamics of marketing, particularly racial issues in France, South Africa, and the United States. He is co-editor-in-chief of Marronnages: Racial Issues in the Social Sciences and co-founder of the Race in the Marketplace (RIM) research network.

His academic career includes positions in South Africa and China prior to joining CNRS. His research spans critical discourse analysis of racial capitalism, multicultural advertising effectiveness, and anti-racist visuality in marketplaces. He explores how advertising aesthetics shape racial narratives and consumer behavior.

Johnson’s publications include collaborations with scholars like Grier, Thomas, and Harrison, appearing in journals such as Journal of Consumer Research, Consumption Markets & Culture, and International Journal of Advertising. His work critiques greenwashing, multicultural marketing, and racial contestation in consumer spaces.

He has presented at conferences including EGOS Colloquium and the Race in the Marketplace (RIM) Research Forum, with contributions to edited volumes like Race in the Marketplace – Crossing Critical Boundaries.