The Object of Research: Considering Material Engagement Theory and Ethnographic Method
The paper outlines a methodological approach for investigating how consumers create brand meaning using the material resources companies provide. The approach d...
Understanding Mediated Practices: Combining Ethnographic Methods with Blog Data to Develop Insights
While theories of practice have been influential in the social sciences, these frameworks have seen limited application in ethnographic and applied inquiry, per...
Consumer Fetish
Commercial ethnography has become an important activity for accessing the lived experiences of consumers that are constructed as “others” that firms have to...
Beyond Walking With Video: Co-creating Representation
Download PDF This paper discusses a method I used to conduct a study of hygge, a Danish concept that is usually translated as “cosiness.” I wanted to ...