Collective close reading (CCR) as a method for interpreting cultural text

Cele Otnes, Pauline Maclaran, Robin Canniford

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This chapter examines the technique of collective close reading (CCR) as a means of analysing cultural texts such as novels, films and other pervasive forms of narrative in culture. Building upon the close read from literary theory, collective close reading contains several steps that involve integrating research team members’ individual scrutiny of their connection to a text, their understanding of that text in culture and their close read of the narrative itself. We demonstrate the type of output that can result from CCR by articulating our use of this method when analysing what continues to make the 1938 Daphne du Maurier novel Rebecca compelling to contemporary readers.

Original languageEnglish (US)
Title of host publicationHandbook of Qualitative Research Methods in Marketing
PublisherYale University Press
Pages210-220
Number of pages11
ISBN (Electronic)9781035302727
ISBN (Print)9781035302710
DOIs
StatePublished - Jan 1 2024

Keywords

  • Close reading
  • Collective qualitative techniques
  • Cultural text
  • Interpreting marketing texts

ASJC Scopus subject areas

  • General Social Sciences
  • General Economics, Econometrics and Finance
  • General Business, Management and Accounting

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