In the 1980s, George Marcus spearheaded a major critique of cultural anthropology, expressed most clearly in the landmark book Writing Culture, which he coedited with James Clifford. Ethnography through Thick and Thin updates and advances that critique for the late 1990s. Marcus presents a series of penetrating and provocative essays on the changes that continue to sweep across anthropology. He examines, in particular, how the discipline's central practice of ethnography has been changed by "multi-sited" approaches to anthropology and how new research patterns are transforming anthropologists' careers. Marcus rejects the view, often expressed, that these changes are undermining anthropology. The combination of traditional ethnography with scholarly experimentation, he argues, will only make the discipline more lively and diverse. The book is divided into three main parts. In the first, Marcus shows how ethnographers' tradition of defining fieldwork in terms of peoples and places is now being challenged by the need to study culture by exploring connections, parallels, and contrasts among a variety of often seemingly incommensurate sites. The second part illustrates this emergent multi-sited condition of research by reflecting it in some of Marcus's own past research on Tongan elites and dynastic American fortunes. In the final section, which includes the previously unpublished essay "Sticking with Ethnography through Thick and Thin," Marcus examines the evolving professional culture of anthropology and the predicaments of its new scholars. He shows how students have increasingly been drawn to the field as much by such powerful interdisciplinary movements as feminism, postcolonial studies, and cultural studies as by anthropology's own traditions. He also considers the impact of demographic changes within the discipline--in particular the fact that anthropologists are no longer almost exclusively Euro-Americans studying non-Euro-Americans. These changes raise new issues about the identities of anthropologists in relation to those they study, and indeed, about what is to define standards of ethnographic scholarship. Filled with keen and highly illuminating observations, Ethnography through Thick and Thin will stimulate fresh debate about the past, present, and future of a discipline undergoing profound transformations.
A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursuing the discipline of marketing research, scholars intent on the pursuit of qualitative inquiry as well as practising professionals looking for innovative approaches to research. Global Business Review Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe. . . . This extremely informative volume spans the full array of qualitative research areas. . . . Highly recommended. S.D. Clark, Choice The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as grounded theory and semiotics research contexts such as advertising and brands data collection methods such as projectives and netnography data analysis methods such as metaphoric and visual analyses presentation topics such as videography and reflexivity applications such as ZMET applied to Broadway plays and depth interviews with executives special issues such as multi-sited ethnography and research on sensitive topics. Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.
In this volume some of the leading scholars working in Native North America explore contemporary perspectives on Native culture, history, and representation. Written in honor of the anthropologist Raymond D. Fogelson, the volume charts the currents of contemporary scholarship while offering an invigorating challenge to researchers in the field. The essays employ a variety of theoretical and methodological approaches and range widely across time and space. The introduction and first section consider the origins and legacies of various strands of interpretation, while the second part examines the relationship among culture, power, and creativity. The third part focuses on the cultural construction and experience of history, and the volume closes with essays on identity, difference, and appropriation in several historical and cultural contexts. Aimed at a broad interdisciplinary audience, the volume offers an excellent overview of contemporary perspectives on Native peoples.
Critical Approaches to Comics offers students a deeper understanding of the artistic and cultural significance of comic books and graphic novels by introducing key theories and critical methods for analyzing comics. Each chapter explains and then demonstrates a critical method or approach, which students can then apply to interrogate and critique the meanings and forms of comic books, graphic novels, and other sequential art. The authors introduce a wide range of critical perspectives on comics, including fandom, genre, intertextuality, adaptation, gender, narrative, formalism, visual culture, and much more. As the first comprehensive introduction to critical methods for studying comics, Critical Approaches to Comics is the ideal textbook for a variety of courses in comics studies. Contributors: Henry Jenkins, David Berona, Joseph Witek, Randy Duncan, Marc Singer, Pascal Lefevre, Andrei Molotiu, Jeff McLaughlin, Amy Kiste Nyberg, Christopher Murray, Mark Rogers, Ian Gordon, Stanford Carpenter, Matthew J. Smith, Brad J. Ricca, Peter Coogan, Leonard Rifas, Jennifer K. Stuller, Ana Merino, Mel Gibson, Jeffrey A. Brown, Brian Swafford
"At last world.com meets ethnography.eudora. This book shows how ethnography can have a global reach and a global relevance, its humanistic and direct methods actually made more not less relevant by recent developments in global culture and economy. Globalisation is not a singular, unilinear process, fatalistically unfolding towards inevitable ends: it entails gaps, contradictions, counter-tendencies, and marked unevenness. And just as capital flows more freely around the globe, so do human ideas and imaginings, glimpses of other possible futures. These elements all interact in really existing sites, situations and localities, not in outer space or near-earth orbit. Unprefigurably, they are taken up into all kinds of local meanings-makings by active humans struggling and creating with conditions on the ground, so producing new kinds of meanings and identities, themselves up for export on the world market. This book, conceptually rich, empirically concrete, shows how global neo-liberalism spawns a grounded globalisation, ethnographically observable, out of which is emerging the mosaic of a new kind of global civil society. As this book so richly shows, tracing the lineaments of these possibilities and changes is the special province of ethnography."—Paul Willis, author of Learning to Labor and editor of the journal Ethnography "The authors of Global Ethnography bring globalization 'down to earth' and show us how it impacts the everyday lives of Kerala nurses, U.S. homeless recyclers, Irish software programmers, Hungarian welfare recipients, Brazilian feminists, and a host of other protagonists in a global postmodern world. This is superb ethnography -- refreshing and vivid descriptions grounded in historical and social contexts with important theoretical implications."—Louise Lamphere, President of the American Anthropological Association "The global inhabits and constitutes specific structuration of the political, economic, cultural, and subjective. How to study this is a challenge. Global Ethnography makes an enormous contribution to this effort."—Saskia Sassen, author of Globalization and Its Discontents "This fascinating volume will quickly find its place in fieldwork courses, but it should also be read by transnationalists and students of the political economy, economic sociologists, methodologists of all stripes--and doubting macrosociologists."—Herbert J. Gans, Robert S. Lynd Professor of Sociology, Columbia University "Not only matches the originality and quality of Ethnography Unbound, but raises the ante by literally expanding the methodological and analytical repertory of ethnographic sociology to address the theoretical and logistical challenges of a globalized discipline and social world."—Judith Stacey, author of In the Name of the Family: Rethinking Family Values in the Postmodern Age "In the best traditions of radical Berkeley scholarship, Burawoy's collective recaptures the ground(s) of an engaged sociology embedded in the culturalpolitics of the global without losing the ethnographer's magic—the local touch."—Nancy Scheper-Hughes, author of Death without Weeping
Contemporary reception study has developed a diversity of approaches and methods, including the institutional, textual, historical, authorial, and reader-response, which, to a greater or lesser extent, acknowledge the various ways in which readers have found texts-- literature, television shows, movies, and newspapers--meaningful. This collection emphasizes that new diversity, examining movies, newspapers, fans, television shows, and traditional American as well as modern Hispanic, Black, and Women's literature. The essays on literature include James Machor on Melville's short fiction, Kenneth Roemer on Edward Bellamy's utopian work Looking Backward, Amy Blair on the popularity of Sinclair Lewis's Main Street, Marcial Gonzalez on Danny Santiago and his Hispanic novel Famous All Over Town, and Leonard Diepeveen on modernist fiction and criticism. The theoretical essays on reader-oriented criticism include Patsy Schweickart on interpretation and the ethics of careand Jack Bratich on active audiences. Media versions of response criticism include Andrea Press and Camille Johnson's ethnographic analysis of fans of the Oprah Winfrey Show, Janet Staiger on Robert Aldrich's film version of Mickey Spillane's Kiss Me Deadly, and Rhiannon Bury on the fans of the HBO television show Six Feet Under. History-of-the-book versions include Barbara Hochman on the popularity of the 1890s editions of Harriet Beecher Stowe's Uncle Tom's Cabin, Ellen Garvey on nineteenth-century scrapbooks of newspaper, and David Nord on early twentieth-century newspapers' relations to audience charges of bias and unfairness. Poststructuralist studies include Philip Goldstein on Richard Wright's Native Son, Steve Mailloux on Reading Lolita in Tehran, and Tony Bennett on the cultural analyses of Pierre Bourdieu. The collection concludes with essays by Janice Radway on the limits of these methods and on the possibility of new forms of sociological and anthropological reception study and byToby Miller on the "reception deception" in relation to the worldwide distribution and reception of movies and television shows.
Over the last twenty years, sociolinguistic research on multilingualism has been transformed. Two processes have been at work: first, an epistemological shift to a critical ethnographic approach, which has contributed to a larger turn toward post-structuralist perspectives on social life. Second, the effects of globalization—transnational population flows, new communication technologies, transformations in the political and economic landscape—have sparked increasing concern about the implications of these changes for our understanding of the relationship between language and society. A new sociolinguistics of multilingualism is being forged: one that takes account of the new communicative order, while retaining a central concern with the processes in the construction of social difference. The contributors to this volume have been at the forefront of these epistemological shifts. They write here about the conceptual and methodological challenges posed by these shifts, and the profound changes that we are witnessing in the late modern era.
Businesses and other organizations are increasingly hiring anthropologists and other ethnographically-oriented social scientists as employees, consultants, and advisors. The nature of such work, as described in this volume, raises crucial questions about potential implications to disciplines of critical inquiry such as anthropology. In addressing these issues, the contributors explore how researchers encounter and engage sites of organizational practice in such roles as suppliers of consumer-insight for product design or marketing, or as advisors on work design or business and organizational strategies. The volume contributes to the emerging canon of corporate ethnography, appealing to practitioners who wish to advance their understanding of the practice of corporate ethnography and providing rich material to those interested in new applications of ethnographic work and the ongoing rethinking of the nature of ethnographic praxis.
This collection of essays emerged out of intense conversations on multi-sited ethnography, prompted by a workshop held at the University of Sussex that brought together researchers from different institutional backgrounds and affiliations in Europe, the United States and Africa – including George Marcus himself, the person most associated with the term and the method. These researchers were brought together not only to discuss the shifting meaning of the concept in anthropology, but also to see how it has influenced actual research projects that have spanned the world. The volume that has resulted is not meant to be read as a program but as an extended provocation, an argument that multi-sitedness can be good not only to think, but also to act, both with and through. Arguably, this creation of a dynamic, shifting perspective is not so different from anthropology itself – a discipline dependent on the cultivation of aesthetic, embodied and intellectual sensibilities in relation to the world at large.
Multi-Sited Ethnography has established itself as a fully-fledged research method among anthropologists and sociologists in recent years. It responds to the challenge of combining multi-sited work with the need for in-depth analysis, allowing for a more considered study of social worlds. This volume utilizes cutting-edge research from a number of renowned scholars and empirical experiences, to present theoretical and practical facets charting the development and direction of new research into social phenomena. Owing to its clear contribution to a rapidly emerging field, Multi-Sited Ethnography will appeal to anyone studying social actors, including scholars within human geography, anthropology, sociology and development and migration studies.