EPIC Profiles Series
by AMINA BENHIMA, Swinburne University
A PhD in French Literature and Cultural Studies from Duke University (1988-1994), Maria Bezaitis may appear to have a surprising career as a scientist inside Intel’s Interaction and Experience Lab. But as she says, her vast literary studies exploring modernist literary movements in the context of new technological developments, ultimately led her into such a field of work. Bezaitis felt she had learned about “the changing nature of everyday life” and it was this focus that forged her interesting career.
Of immigrant parents to the USA, Bezaitis mentions that her background possibly contributed to a core tension that created a sense of “always being on the outside or at the margins”. This fluent speaker in French and Greek as well as English drew her academic attention to language and “writing, writing and writing”. Bezaitis came to see language as crucially important to all endeavours. Language for her was the preferred methodology “to work out problems,...
EPIC Profiles Series
By ERIC ARNOULD, Southern Danish University
Culturally inspired and often ethnographically informed research has constituted a consistent thread of output from faculty in business school marketing departments for over thirty years (Arnould and Thompson 2005, 2007; Sherry 1991, 2014; Thompson, Arnould and Giesler 2013). This long wave of research has produced an impressive froth of ideas concerned with consumption (identity, community, ideology, ritual, etc) and many other marketplace phenomena such as branding, servicescapes, and market formation processes. This long wave accounts for a disproportionate share of top cited papers in the major marketing and consumer research journals, and has been spearheaded by a handful of terminally qualified anthropologists, sociologists and fellow travelers (Holt and Cameron 2012; McCracken 1988; Sherry 1995, 1998, 2014; Sherry and Fischer 2009; Costa and Bamossy 1995). While not lacking a critical edge, this work sometimes has included private or public sector consulting...