معرفی
Joel Hietanen is a Professor at the University of Helsinki's Faculty of Social Sciences, affiliated with the Centre for Consumer Society Research. He specializes in critical, philosophical, and psychoanalytical approaches to consumer culture, focusing on unconscious desire and 'forced enjoyment' dynamics. His teaching includes courses on consumer behavior (SOSK-KY502) and consumer culture (SOSM-KY307) in undergraduate and graduate programs.
Research interests span poststructuralism, accelerationism, Deleuze & Guattari theory, and affect theory. He explores themes like semiocapitalism, digital resistance, and ethical consumption through methods such as videography and netnography. Notable collaborations include work with scholars like Ola Ahlberg and Paul Haynes.
Recent publications (2021–2024) address blockchain's role in trustless markets, subversive online collectives (e.g., r/wallstreetbets), and retro consumption spectrality. His videographic work bridges visual methods and theoretical innovation in consumer research.
Academic activities include organizing conferences on pedagogical hopelessness (2025) and presenting at events like 'Catchwording: Mapping the digital hype' (2019). He supervises PhD candidates in interpretive consumer research and poststructural market theory.
