Description
The purpose of this editorial is to introduce six audio-visual and written pieces that
communicate research findings about contemporary popular culture.
International Journal of Culture, Tourism and Hospitality Research
Multi-media research and the consumption of popular culture
Marylouise Caldwell Paul Henry
Article information:
To cite this document:
Marylouise Caldwell Paul Henry, (2011),"Multi-media research and the consumption of popular culture", International J ournal of Culture,
Tourism and Hospitality Research, Vol. 5 Iss 4 pp. 331 - 333
Permanent link to this document:http://dx.doi.org/10.1108/17506181111174619
Downloaded on: 24 January 2016, At: 22:17 (PT)
References: this document contains references to 7 other documents.
To copy this document: [email protected]
The fulltext of this document has been downloaded 1503 times since 2011*
Users who downloaded this article also downloaded:
Cynthia M. Webster, Vanessa A. Rennie, (2011),"Pursuing pleasure: consumer value in leisure travel", International J ournal of Culture,
Tourism and Hospitality Research, Vol. 5 Iss 4 pp. 334-344http://dx.doi.org/10.1108/17506181111174673
Martin Gill, J erry Hart, (1997),"Private investigators in Britain and America: Perspectives on the impact of popular culture", Policing: An
International J ournal of Police Strategies & Management, Vol. 20 Iss 4 pp. 631-640http://dx.doi.org/10.1108/13639519710192869
Bing Pan, Tzung-Cheng Huan, (2013),"New perspectives on festival and events research", International J ournal of Culture, Tourism and
Hospitality Research, Vol. 7 Iss 2 pp. 115-117http://dx.doi.org/10.1108/IJ CTHR-04-2013-0018
Access to this document was granted through an Emerald subscription provided by emerald-srm:115632 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about
how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/
authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than
290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional
customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and
also works with Portico and the LOCKSS initiative for digital archive preservation.
*Related content and download information correct at time of download.
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Guest editorial
Multi-media research and the consumption
of popular culture
Marylouise Caldwell and Paul Henry
Abstract
Purpose – The purpose of this editorial is to introduce six audio-visual and written pieces that
communicate research ?ndings about contemporary popular culture.
Design/methodology/approach – The paper provides a summary overview of the papers in the
special issue, highlighting similarities across submissions as well their distinctive contributions.
Findings – The authors conclude that researchers apply audio-visual material to communicate their
research ?ndings in at least two ways: as stand-alones to convey key messages; and to validate and/or
dramatize highlights of their written work.
Originality/value – The paper provides an introduction to a special issue that features the application of
multi-media to communicate research ?ndings associated with contemporary popular culture.
Keywords Consumption, Ethnography, Leisure, Multimedia, Popular culture, Video
Paper type Viewpoint
T
his special issue breaks new ground by highlighting the important but yet to be fully
acknowledged role of multi-media research in conveying signi?cant information
about the consumption of popular culture and tourist pursuits. Anthropologists have
long used the mediums of photography and ?lm in compiling data and presenting the
?ndings of their ethnographic ?eldwork. In the 1990s commercial market researchers also
jumped into using ?lm as a tool to help clients to better understand their consumers. More
recently, the value of using ?lm has been increasingly recognised by academic consumer
researchers. For example, the Association for Consumer Research (ACR) now runs several
?lm festivals every year in different locations around the world. In commercial settings,
consumer researchers increasingly employ audiovisual representations that act as the sole
reporting mechanism. This formof deliverable to marketing and advertising clients has been
found to be more evocative and thought provoking than the traditional verbal/written reports
of marketing research (Caldwell et al., 2010).
Diverse ways exist in which audiovisual media can potentially be used in cultural and
consumer research. The spectrum ranges from its use purely as a means of data collection
where the ?ndings of subsequent analysis are presented in the form of a written publication,
where none of the audiovisual material is made available for review by readers. The other
end of the spectrum comprises heavily edited audiovisual pieces that completely replace a
?nal written report. The former gives primacy to the written word, while the latter privileges
audiovisual. With this comes the perennial debate amongst academics as to the superiority
of the written word versus ?lm in theoretical representation. Some argue that audiovisual
presentation fosters ‘‘unscienti?c’’ emotional bias, and that the printed word enables greater
and more dispassionate precision. Others point out that the great strength of audiovisual lies
DOI 10.1108/17506181111174619 VOL. 5 NO. 4 2011, pp. 331-333, Q Emerald Group Publishing Limited, ISSN 1750-6182
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 331
Marylouise Caldwell is a
Senior Lecturer and
Paul Henry is an Associate
Professor, both are based
at the University of Sydney,
Sydney, Australia.
Received April 2010
Revised June 2010
Accepted August 2010
Please ?nd the video that
accompanies this article at:http://www.emeraldinsight.
com/promo/hospitality_
research.htm
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in the ability to elicit strong emotional relatedness, which results in greater identi?cation with
the people depicted in the ?lm. The approach seems entirely appropriate since by their very
nature, cultural practices are heavily infused with feeling and emotions. On the other hand
we see academic writing that is usually relatively less evocative in character and more
rational in form. Hence a degree of cultural nuance is often lost in one-dimensional text.
Early anthropological ?lms that exploredprimitivetribal cultures attemptedtotreadascienti?c
middle-groundbypresentinglongsequencesof ?lmwithverylittleediting. Theideawasthat by
minimisingtheinterpretativedecisions makeby theresearchthat theviewer wouldconsumea
more objective reality, thus gaining a more unhindered and grounded understanding of the
cultural phenomena in question. The problem was that such long ?lm sequences were often
incredibly tedious to watch. The ?lms were basically large data dumps where much of the
analysis andinterpretationwas left totheviewer. Thesameanalogy couldbesaidof forcingan
audience to read through hundreds of pages of raw interview transcriptions. Consequently,
cultural researchers began to take on more and more interpretive responsibility with
increasingly sophisticated editing. A secondary reason for production of more highly edited
audiovisual pieces is that advances in technology has made the editing task much faster to
learning and cheaper and easier to produce broadcast quality work.
In this special issue the researchers adopt positions of compromise where a written article
accompanies each audiovisual piece (some may say vice a versa). You will see that each
author uses their audiovisual and written pieces in different ways to present their overall
story. Some of the ?lms in this special issue can stand alone to convey the desired
messages, while others use ?lm in a support role to dramatize points in their written pieces.
Special issues that combine ?lms and written articles have been previously published in
Consumption, Markets and Culture (Belk and Kozinets, 2005a, 2007), and in Qualitative
Market Research: An International Journal (Caldwell and Henry, 2010). Usually it has been
found that the audiovisual and written components complement each other and collectively
leave the audience with a deeper understanding than if just one or the other were employed.
Consequently, an interesting question arises as to whether audiovisual material is capable of
communicating high-grade theoretical advances without the use of accompanying articles.
We argue that there is no conceptual reason why audiovisual media should not be able to
deliver theoretical advances at least as well as written articles. Clearly, audiovisual uses
multiple media that should be able to enhance communications over and above the con?nes
of the written word. However, there are considerable challenges in constructing great
audiovisual pieces. We believe that this potential will be ful?lled when greater numbers of
academic researchers take the plunge and start to experiment with associated technologies
and gain greater experience in crafting theoretical stories using ?lmic media. We hope that
this special issue encourages more researchers to explore the exciting range of audiovisual
pathways. Useful overviews of producing ?lm-ethnography can be found in Belk and
Kozinets (2005b) and Sunderland and Denny (2007).
Several of the contributions in the special issue explore different aspects of tourists’
experiences. To further our understanding of leisure consumptions, Webster and Rennie
apply the lens of Holbrook’s (1999) consumer value typology to tourist photographs. These
authors ?nd that consumers place particular emphasis on play, aesthetics, and spirituality in
their preferred travel experiences. However, they do ?nd that all eight of Holbrook’s value
types can play a role in the tourist experience. Belk and Yeh also use travel snaps in their
research. In contrast the object of their work is to investigate the ‘‘why’’ of travel photography.
These authors point to the increasing deluge of easily produced and storedtravel photos, the
bulk of which attract scant interest – even amongst the capturers of these photos. Next,
Ferguson’s work examines the motivations associated with a relatively high-risk tourist leisure
activity – bungy jumping in NewZealand. Ferguson collected stories that were recounted by
jumpers straight after the event and also learned the variety of ways they shared with friends
and family the experience of the day – often with highly euphoric enhancements.
The next two contributions explore leisure and music in different cultural setting. Both involve
researcher participation. Written in the ?rst-person, Dalecki describes his work in Texas
b-boy subculture as autoethnographic. This work manages to integrate Texas b-boy culture
PAGE 332
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INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
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VOL. 5 NO. 4 2011
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and tourism, the hip-hop industry, book publishing, media synergy, the ?lm industry and
related aspects of pop culture. Next, Ellis investigates the consumption of a weeklong music
camp through participant observation. Apart from the desire to enhance musical abilities,
Ellis identi?es transformational experiences and development of community bonds across
the period. He relates this to previous literature on liminoid phenomena and communitas.
The ?nal contribution by Kniazeva, looks at country of origin imagery – mythological
understandings of Italy. Kniazeva’s methodological approach differs from the other
contributions in that she bases her analysis on the images and stories found on Italian food
packaging. She justi?es this approach on the powerful connection between food packaging
and culture.
The audience for this special issue will ?nd a range of topics, uses for, and approaches to
audiovisual materials. We expect that use of audiovisual material in consumer research will
dramatically expand in the coming years. This will be partly driven by technological
advances in ?lmmaking and new media. Another major driver will be greater appreciation
and broader acceptance by academic and commercial researchers. This will lead to a
stronger base of production experience and critical storytelling skills.
References
Belk, R. and Kozinets, R. (2005a), ‘‘Introduction to the resonant representations issue of consumption,
markets, and culture’’, Consumption, Markets and Culture, Vol. 8 No. 3, pp. 195-203.
Belk, R. and Kozinets, R. (2005b), ‘‘Videography in marketing and consumer research’’, Qualitative
Market Research: An International Journal, Vol. 8 No. 2, pp. 128-41.
Belk, R. and Kozinets, R. (2007), ‘‘Resonant representations II’’, Consumption, Markets and Culture,
Vol. 10 No. 2, pp. 75-6.
Caldwell, M. and Henry, P. (2010), ‘‘Celebrating excellence in audio-visual representations in market
research’’, Qualitative Market Research: An International Journal, Vol. 13 No. 1.
Caldwell, M., Henry, P. and Alman, A. (2010), ‘‘Constructing audio-visual representations of consumer
archetypes’’, Qualitative Market Research: An International Journal, Vol. 13 No. 1, pp. 84-96.
Holbrook, M. (1999), Consumer Value: A Framework for Analysis and Research, Routledge, London.
Sunderland, P. and Denny, R. (2007), Doing Anthropology in Consumer Research, Left Coast, Walnut
Creek, CA.
About the authors
Marylouise Caldwell has a diverse range of research interests including consumption of
public health; social class consequences for entertainment, sports and tourism; and gender
identity and consumption. She has articles in Journal of Business Research, European
Journal of Marketing, International Journal of Arts Management, Psychology and Marketing,
Qualitative Market Research, and Advances in Consumer Research. She is a passionate
advocate of audio-visual methods in market research. Marylouise Caldwell is the
corresponding author and can be contacted at: [email protected]
Paul Henry has published articles in numerous journals including the Journal of Consumer
Research, Psychology and Marketing, Academy of Marketing Science Review, Journal of
Sociology, and Qualitative Market Research. His current research focuses on understanding
the origins of consumer rights and the way consumers perceive and react to their own sense
of them. His video-ethnographies and documentaries have won numerous international
awards.
VOL. 5 NO. 4 2011
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 333
To purchase reprints of this article please e-mail: [email protected]
Or visit our web site for further details: www.emeraldinsight.com/reprints
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This article has been cited by:
1. Peter Björk, Hannele Kauppinen-Räisänen. 2014. Culinary-gastronomic tourism – a search for local food experiences.
Nutrition & Food Science 44:4, 294-309. [Abstract] [Full Text] [PDF]
2. Alain Decrop, Julie Masset. 2014. “This is a piece of coral received from captain Bob”: meanings and functions of tourist
souvenirs. International Journal of Culture, Tourism and Hospitality Research 8:1, 22-34. [Abstract] [Full Text] [PDF]
3. Stephen Lloyd. 2013. Jungian foundations for managing and performing secular pilgrimages. International Journal of Culture,
Tourism and Hospitality Research 7:4, 375-393. [Abstract] [Full Text] [PDF]
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doc_628171301.pdf
The purpose of this editorial is to introduce six audio-visual and written pieces that
communicate research findings about contemporary popular culture.
International Journal of Culture, Tourism and Hospitality Research
Multi-media research and the consumption of popular culture
Marylouise Caldwell Paul Henry
Article information:
To cite this document:
Marylouise Caldwell Paul Henry, (2011),"Multi-media research and the consumption of popular culture", International J ournal of Culture,
Tourism and Hospitality Research, Vol. 5 Iss 4 pp. 331 - 333
Permanent link to this document:http://dx.doi.org/10.1108/17506181111174619
Downloaded on: 24 January 2016, At: 22:17 (PT)
References: this document contains references to 7 other documents.
To copy this document: [email protected]
The fulltext of this document has been downloaded 1503 times since 2011*
Users who downloaded this article also downloaded:
Cynthia M. Webster, Vanessa A. Rennie, (2011),"Pursuing pleasure: consumer value in leisure travel", International J ournal of Culture,
Tourism and Hospitality Research, Vol. 5 Iss 4 pp. 334-344http://dx.doi.org/10.1108/17506181111174673
Martin Gill, J erry Hart, (1997),"Private investigators in Britain and America: Perspectives on the impact of popular culture", Policing: An
International J ournal of Police Strategies & Management, Vol. 20 Iss 4 pp. 631-640http://dx.doi.org/10.1108/13639519710192869
Bing Pan, Tzung-Cheng Huan, (2013),"New perspectives on festival and events research", International J ournal of Culture, Tourism and
Hospitality Research, Vol. 7 Iss 2 pp. 115-117http://dx.doi.org/10.1108/IJ CTHR-04-2013-0018
Access to this document was granted through an Emerald subscription provided by emerald-srm:115632 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about
how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/
authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than
290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional
customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and
also works with Portico and the LOCKSS initiative for digital archive preservation.
*Related content and download information correct at time of download.
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Guest editorial
Multi-media research and the consumption
of popular culture
Marylouise Caldwell and Paul Henry
Abstract
Purpose – The purpose of this editorial is to introduce six audio-visual and written pieces that
communicate research ?ndings about contemporary popular culture.
Design/methodology/approach – The paper provides a summary overview of the papers in the
special issue, highlighting similarities across submissions as well their distinctive contributions.
Findings – The authors conclude that researchers apply audio-visual material to communicate their
research ?ndings in at least two ways: as stand-alones to convey key messages; and to validate and/or
dramatize highlights of their written work.
Originality/value – The paper provides an introduction to a special issue that features the application of
multi-media to communicate research ?ndings associated with contemporary popular culture.
Keywords Consumption, Ethnography, Leisure, Multimedia, Popular culture, Video
Paper type Viewpoint
T
his special issue breaks new ground by highlighting the important but yet to be fully
acknowledged role of multi-media research in conveying signi?cant information
about the consumption of popular culture and tourist pursuits. Anthropologists have
long used the mediums of photography and ?lm in compiling data and presenting the
?ndings of their ethnographic ?eldwork. In the 1990s commercial market researchers also
jumped into using ?lm as a tool to help clients to better understand their consumers. More
recently, the value of using ?lm has been increasingly recognised by academic consumer
researchers. For example, the Association for Consumer Research (ACR) now runs several
?lm festivals every year in different locations around the world. In commercial settings,
consumer researchers increasingly employ audiovisual representations that act as the sole
reporting mechanism. This formof deliverable to marketing and advertising clients has been
found to be more evocative and thought provoking than the traditional verbal/written reports
of marketing research (Caldwell et al., 2010).
Diverse ways exist in which audiovisual media can potentially be used in cultural and
consumer research. The spectrum ranges from its use purely as a means of data collection
where the ?ndings of subsequent analysis are presented in the form of a written publication,
where none of the audiovisual material is made available for review by readers. The other
end of the spectrum comprises heavily edited audiovisual pieces that completely replace a
?nal written report. The former gives primacy to the written word, while the latter privileges
audiovisual. With this comes the perennial debate amongst academics as to the superiority
of the written word versus ?lm in theoretical representation. Some argue that audiovisual
presentation fosters ‘‘unscienti?c’’ emotional bias, and that the printed word enables greater
and more dispassionate precision. Others point out that the great strength of audiovisual lies
DOI 10.1108/17506181111174619 VOL. 5 NO. 4 2011, pp. 331-333, Q Emerald Group Publishing Limited, ISSN 1750-6182
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 331
Marylouise Caldwell is a
Senior Lecturer and
Paul Henry is an Associate
Professor, both are based
at the University of Sydney,
Sydney, Australia.
Received April 2010
Revised June 2010
Accepted August 2010
Please ?nd the video that
accompanies this article at:http://www.emeraldinsight.
com/promo/hospitality_
research.htm
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in the ability to elicit strong emotional relatedness, which results in greater identi?cation with
the people depicted in the ?lm. The approach seems entirely appropriate since by their very
nature, cultural practices are heavily infused with feeling and emotions. On the other hand
we see academic writing that is usually relatively less evocative in character and more
rational in form. Hence a degree of cultural nuance is often lost in one-dimensional text.
Early anthropological ?lms that exploredprimitivetribal cultures attemptedtotreadascienti?c
middle-groundbypresentinglongsequencesof ?lmwithverylittleediting. Theideawasthat by
minimisingtheinterpretativedecisions makeby theresearchthat theviewer wouldconsumea
more objective reality, thus gaining a more unhindered and grounded understanding of the
cultural phenomena in question. The problem was that such long ?lm sequences were often
incredibly tedious to watch. The ?lms were basically large data dumps where much of the
analysis andinterpretationwas left totheviewer. Thesameanalogy couldbesaidof forcingan
audience to read through hundreds of pages of raw interview transcriptions. Consequently,
cultural researchers began to take on more and more interpretive responsibility with
increasingly sophisticated editing. A secondary reason for production of more highly edited
audiovisual pieces is that advances in technology has made the editing task much faster to
learning and cheaper and easier to produce broadcast quality work.
In this special issue the researchers adopt positions of compromise where a written article
accompanies each audiovisual piece (some may say vice a versa). You will see that each
author uses their audiovisual and written pieces in different ways to present their overall
story. Some of the ?lms in this special issue can stand alone to convey the desired
messages, while others use ?lm in a support role to dramatize points in their written pieces.
Special issues that combine ?lms and written articles have been previously published in
Consumption, Markets and Culture (Belk and Kozinets, 2005a, 2007), and in Qualitative
Market Research: An International Journal (Caldwell and Henry, 2010). Usually it has been
found that the audiovisual and written components complement each other and collectively
leave the audience with a deeper understanding than if just one or the other were employed.
Consequently, an interesting question arises as to whether audiovisual material is capable of
communicating high-grade theoretical advances without the use of accompanying articles.
We argue that there is no conceptual reason why audiovisual media should not be able to
deliver theoretical advances at least as well as written articles. Clearly, audiovisual uses
multiple media that should be able to enhance communications over and above the con?nes
of the written word. However, there are considerable challenges in constructing great
audiovisual pieces. We believe that this potential will be ful?lled when greater numbers of
academic researchers take the plunge and start to experiment with associated technologies
and gain greater experience in crafting theoretical stories using ?lmic media. We hope that
this special issue encourages more researchers to explore the exciting range of audiovisual
pathways. Useful overviews of producing ?lm-ethnography can be found in Belk and
Kozinets (2005b) and Sunderland and Denny (2007).
Several of the contributions in the special issue explore different aspects of tourists’
experiences. To further our understanding of leisure consumptions, Webster and Rennie
apply the lens of Holbrook’s (1999) consumer value typology to tourist photographs. These
authors ?nd that consumers place particular emphasis on play, aesthetics, and spirituality in
their preferred travel experiences. However, they do ?nd that all eight of Holbrook’s value
types can play a role in the tourist experience. Belk and Yeh also use travel snaps in their
research. In contrast the object of their work is to investigate the ‘‘why’’ of travel photography.
These authors point to the increasing deluge of easily produced and storedtravel photos, the
bulk of which attract scant interest – even amongst the capturers of these photos. Next,
Ferguson’s work examines the motivations associated with a relatively high-risk tourist leisure
activity – bungy jumping in NewZealand. Ferguson collected stories that were recounted by
jumpers straight after the event and also learned the variety of ways they shared with friends
and family the experience of the day – often with highly euphoric enhancements.
The next two contributions explore leisure and music in different cultural setting. Both involve
researcher participation. Written in the ?rst-person, Dalecki describes his work in Texas
b-boy subculture as autoethnographic. This work manages to integrate Texas b-boy culture
PAGE 332
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INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 5 NO. 4 2011
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and tourism, the hip-hop industry, book publishing, media synergy, the ?lm industry and
related aspects of pop culture. Next, Ellis investigates the consumption of a weeklong music
camp through participant observation. Apart from the desire to enhance musical abilities,
Ellis identi?es transformational experiences and development of community bonds across
the period. He relates this to previous literature on liminoid phenomena and communitas.
The ?nal contribution by Kniazeva, looks at country of origin imagery – mythological
understandings of Italy. Kniazeva’s methodological approach differs from the other
contributions in that she bases her analysis on the images and stories found on Italian food
packaging. She justi?es this approach on the powerful connection between food packaging
and culture.
The audience for this special issue will ?nd a range of topics, uses for, and approaches to
audiovisual materials. We expect that use of audiovisual material in consumer research will
dramatically expand in the coming years. This will be partly driven by technological
advances in ?lmmaking and new media. Another major driver will be greater appreciation
and broader acceptance by academic and commercial researchers. This will lead to a
stronger base of production experience and critical storytelling skills.
References
Belk, R. and Kozinets, R. (2005a), ‘‘Introduction to the resonant representations issue of consumption,
markets, and culture’’, Consumption, Markets and Culture, Vol. 8 No. 3, pp. 195-203.
Belk, R. and Kozinets, R. (2005b), ‘‘Videography in marketing and consumer research’’, Qualitative
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Holbrook, M. (1999), Consumer Value: A Framework for Analysis and Research, Routledge, London.
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About the authors
Marylouise Caldwell has a diverse range of research interests including consumption of
public health; social class consequences for entertainment, sports and tourism; and gender
identity and consumption. She has articles in Journal of Business Research, European
Journal of Marketing, International Journal of Arts Management, Psychology and Marketing,
Qualitative Market Research, and Advances in Consumer Research. She is a passionate
advocate of audio-visual methods in market research. Marylouise Caldwell is the
corresponding author and can be contacted at: [email protected]
Paul Henry has published articles in numerous journals including the Journal of Consumer
Research, Psychology and Marketing, Academy of Marketing Science Review, Journal of
Sociology, and Qualitative Market Research. His current research focuses on understanding
the origins of consumer rights and the way consumers perceive and react to their own sense
of them. His video-ethnographies and documentaries have won numerous international
awards.
VOL. 5 NO. 4 2011
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INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
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