The seventh moment: Qualitative inquiry and the practices of a more radical consumer research

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Abstract

My intentions in this essay are fivefold: (1) to show how the discourses of qualitative inquiry and cultural studies in the seventh moment can be put to critical advantage by consumer researchers; (2) to discuss the cultural studies assumptions that define a consumer research agenda; (3) to offer a set of interpretive, methodological, and ethical criteria that can be used by consumer researchers; (4) to apply these criteria to a concrete case, a reading of the Hollywood "hood" films of the last decade; and thereby (5) to establish the relevance of this approach for the practices of critical consumer research. Throughout I use examples from the Black Arts Movement of the 1970s.

Original languageEnglish (US)
Pages (from-to)324-330
Number of pages7
JournalJournal of Consumer Research
Volume28
Issue number2
DOIs
StatePublished - Sep 2001

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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