1st Edition

Doing Anthropology in Consumer Research

368 Pages

by Routledge

368 Pages

by Routledge

368 Pages

by Routledge

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Description

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... Read more

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;