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The Routledge International Handbook of Positioning Theory

By: Mary B. McVee (Editor), Luk Van Langenhove (Editor), Cynthia H. Brock (Editor)

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Paperback | 20 July 2026 | Edition Number 1

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488 Pages

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25.4 x 17.78 x 2.49

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This handbook is the first of its kind to explore Positioning Theory. Taking inspiration from the groundwork set by Rom Harr© and collaborators such as Bronwyn Davies, Fathali Moghaddam, Luk Van Langenhove, and others the book explores the emergence, historical context, and disciplinary applications of Positioning Theory and its basic precepts as a social psychological theory.

This volume encompasses over 20 chapters across four sections, assimilating cross-disciplinary insights that try to understand the theoretical underpinnings, methodological applications, and contemporary relevance of Positioning Theory. Part 1 explores the movement of scholarly figures and their numerous works on the subject. It discusses the foundational origins and the historical contexts of the existing theories on positioning and new directions for scholarship. Part 2 examines the methodological and narrative investigations used for data analysis in positioning research, navigating through the epistemological orientations and theoretical landscapes of Positioning Theory. Part 3 explores numerous applications across disciplines to consider the reach and influence of positioning within and across multiple disciplines. Lastly, the authors contemplate the future directions for Positioning Theory.

Featuring researchers from leading research institutions from across the globe, the book is important reading for scholars interested in positioning and Positioning Theory. We recommend this handbook for graduate-level courses in social psychology, communication, discourse studies and related disciplines.

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