168 Pages
by
Routledge
168 Pages
by
Routledge
168 Pages
by
Routledge
Also available as eBook on:
Ethnography at Work follows the experiences of the author as a participant observer in the day-to-day running of a Japanese advertising agency. The book reveals the intricate behind-the-scenes planning, discussion, negotiations and strategies needed to ensure that the agency's presentation to a potential client will be preferred over that of a rival firm. The book shows how detailed ethnography... Read more
The Case* It's in the NameThe Theories* Follow the Money * Advertising Talk* Impression Management* Constraints and Creativity* In Search of the Other* Conclusion: Ethnography at Work
Biography
Brian Moeran is Professor of Culture and Communication, Copenhagen Business School. He is the author of numerous books and articles.
"Moeran's brilliant analyses, careful writing, and detailed (re)presentation of the intricate behind-the-scenes planning, discussion and negotiations [of the Japanese advertising industry]... this title is highly recommended for graduate students who attempt to conduct ethnographic fieldwork in Japan. - Social Science Japan Journal Ethnography at Work is a good read for anyone interested in seeing how ethnographic methodologies can be applied to an international business communication research site. - Journal of Business and Technical Communication - Christopher Toth, Iowa State University, USA"
