The Ethnographer’s Apprentice: Trying Consumer Culture from the Outside In
Anthropologists have long wrestled with their impact upon the people they study. Historically, the discipline has served and subverted colonial agendas, but views itself traditionally as an advocate for the disempowered and as an instrument of public policy. Marketing is now among the pre-eminent in...
| Main Author: | |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Interlibrary Loan: | Interlibrary Loan for the Fachinformationsdienste (Specialized Information Services in Germany) |
| Published: |
2008
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| In: |
Journal of business ethics
Year: 2008, Volume: 80, Issue: 1, Pages: 85-95 |
| Further subjects: | B
Ethnography
B Consumerism B Globalization B Anthropology B Marketing |
| Online Access: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |
| Summary: | Anthropologists have long wrestled with their impact upon the people they study. Historically, the discipline has served and subverted colonial agendas, but views itself traditionally as an advocate for the disempowered and as an instrument of public policy. Marketing is now among the pre-eminent institutions of cultural stability and change at work on the planet. Currently, ethnography is assuming a growing importance in the marketer’s effort to influence the accommodation and resistance of consumers to the neocolonial forces of globalization. The ethical consequences of market-oriented ethnography are explored in this essay. |
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| ISSN: | 1573-0697 |
| Contains: | Enthalten in: Journal of business ethics
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| Persistent identifiers: | DOI: 10.1007/s10551-007-9448-7 |