Doing Anthropology in Consumer Research

ISBN-13: 9781598740912 / Angielski / Miękka / 2007 / 368 str.

Patricia L. Sunderland; P. L. Sunderland

Opis

Doing Anthropology in Consumer Research is the essential guide to the theory and practice of conducting ethnographic research in 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 research--from coffee in Bangkok and boredom in New Zealand to computing in the United States--using 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.

Spis treści

Part I Introduction; Chapter 1 Anthropologists and Anthropology in Consumer Research; Chapter 2 What Does Cultural Analysis Mean?; Chapter 3 Framing Cultural Questions: What is Coffee in Benton Harbor and Bangkok?; Part II Engaging Approaches; Part 3 The Ordinary Matters: Making Anthropology Audible, Donald D. Stull; Part 4 Apposite Anthropology and the Elasticity of Ethnography; Chapter 4a The Social Life of Metaphors: Have We Become Our Computers?; Chapter 5 Finding Ourselves in Images: A Semiotic Excursion; Chapter 6 Contextualizing Emotion: When Do Boredom, Paranoia, and 'œBeing Strong' Become Emotions?; Chapter 7 Diagnosing Conversational Details; Part III Engaging Entanglements; Part 6 Entangled, Russell Belk; Part 7 Reflexivity and Visual Media: Entanglements as a Productive Field, Vilma Santiago-Irizarry, Frederic W. Gleach; Chapter 8 Anthropology and Consumer Segmentation: The Terrain of Race and Ethnicity; Chapter 9a Ethnographic Video in Consumer Research: Fulfilling the Promise?; Chapter 10 Photographs, Ethics, and Exoticization in/of Practice; Part IV Engaging One Another; Chapter 11 Engaging One Another;

O autorze

Rita M Denny, Patricia L Sunderland