Doing Anthropology in Consumer Research

ISBN-10: 1598740911

ISBN-13: 9781598740912

Edition: 2007

Authors: Rita M. Denny, Patricia L. Sunderland, Russell Belk, Frederic W. Gleach, Vilma Santiago-Irizarry

List price: $32.95
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Description:

Studying Culture in Consumer Research is an essential new guide to the theory and practice of conducting ethnographic research in corporate consumer environments. Patricia Sunderland and Rita Denny argue that, while the recent explosion in the use of ethnography in the corporate world has provided unprecedented opportunities for anthropologists and other qualitative researchers, this popularization too often results in shallow understandings of culture, divorcing ethnography it from its foundations. In response, they reframe the field by re-attaching ethnography to theoretically robust and methodologically rigorous cultural analysis. The engrossing text draws on decades of the authors own eclectic researchfrom coffee in Bangkok and boredom in New Zealand to computing in the United Statesusing methodologies from focus groups and rapid appraisal to semiotics and visual ethnography. Five provocative forewords by leaders in consumer research further push the boundaries of the field and challenge the boundaries of academic and applied work. In addition to reorienting the field for academics and practitioners, this book is an ideal text for students, who are increasingly likely to both study and work in corporate environments.
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Book details

List price: $32.95
Copyright year: 2007
Publisher: Left Coast Press, Incorporated
Publication date: 9/15/2009
Binding: Paperback
Pages: 368
Size: 6.00" wide x 8.75" long x 1.00" tall
Weight: 1.298
Language: English

List of Illustrations
Preface: Ethnographic Consumer Research and Anthropological Analysis
Acknowledgments
Introduction
Anthropologists and Anthropology in Consumer Research
What Does Cultural Analysis Mean?
Framing Cultural Questions: What is Coffee in Benton Harbor or Bangkok?
Engaging Approaches
The Ordinary Matters: Making Anthropology Audible
Apposite Anthropology and the Elasticity of Ethnography
The Social Life of Metaphors: Have We Become Our Computers?
Finding Ourselves in Images: A Semiotic Excursion
Contextualizing Emotion: When Do Boredom, Paranoia, and "Being Strong" Become Emotions?
Diagnosing Conversational Details
Engaging Entanglements
Entangled
Reflexivity and Visual Media: Entanglements as a Productive Field
Anthropology and Consumer Segmentation: The Terrain of Race and Ethnicity
Ethnographic Video in Consumer Research: Fulfilling the Promise?
Photographs, Ethics, and Exoticization in/of Practice
Engaging One Another
Engaging One Another
References
Index
About the Authors
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