1st Australasian Interpretive Research & Consumer
Culture Theory Workshop
Sunday, 30th November 2014, 9.00am – 5.00pm
Opening Reception and registration Saturday 29th November 5.30 to 7.00pm
Closing Reception Sunday 30th November 5.30 to 7.00pm
Co-chairs: A/Prof Jan Brace-Govan & A/Prof Ekant Veer
This first Australasian Interpretive Research & Consumer Culture Theory Workshop aims to bring
together local researchers at all career stages to hear from leading international researchers in this field. The
workshop is supported by the Consumer Culture Theory Consortium (CCTC) and sponsored by the Association for
Consumer Research through its conference grants program.
Beyond Consumer Research: Applying a Cultural Lens to Study Markets
Beyond consumer research, how does a cultural approach contribute to the study of markets? Can we expand the
traditional focus of CCT research on consumers to develop new forms of institutional legitimacy? Can we combine this
search for institutional impact with a critical approach? I will draw from my own experiences applying a cultural lens to
various phenomena and streams of research.
Dr. Julien Cayla, Nanyang Business School, Singapore
Networked Article Writing: Building Assemblages of Interest Around Your Ideas
Who writes my paper? Our session will compare conventional approaches to authorship with the value of understanding
paper writing as a network building process that involves the coordination of multiple actors and elements including
colleagues, reviewers, editors, informants, theories, and spaces. We will explore some of the central strategies of
networked article writing and draw on examples from the field.
A/Professor Markus Giesler, Schulich School of Business, York University
Visual and Projective Methods in CCT Research
The tool kit of any CCT researcher should include an array of visual and projective tools and techniques. This is all the more
true in an age of smart phones, tablet computers, embedded cameras and camcorders, geo-location, virtual worlds,
ubiquitous computing, and ubiquitous video monitoring. We will explore some of what's available and how it can enrich
our research.
Professor Russell Belk, Schulich School of Business, York University
Future Directions in Netnography
In this presentation, we will present and discuss current and future directions in netnography. Netnography destabilizes
and benefits from destabilization of conceptions of both community and culture, and also invites systemic views of
markets, consumption, and society. By altering research practices in netnography, new social forms, formations, and
processes are more easily discerned. Drawing from the forthcoming new edition of his methods books, Prof. Kozinets
explains how the upcoming changes will alter the practices and potential of netnography
Professor Robert V. Kozinets, Schulich School of Business, York University
Trends in Qualitative Consumer and Marketing Research
In this talk, I’ll explore some of the ways that the qualitative consumer and marketing research have evolved since the
major journals first started publishing papers based on qualitative data. My analysis is based on an examination of
relevant studies published in Journal of Consumer Research and Journal of Marketing over the last three decades.
Examples of the categories in which trends are identified include: levels of analysis; types and amount of data collected;
the use of enabling theories to create theories; and the ways contributions are characterized. The implications of these
changes for publishing qualitative research in various outlets are discussed.
Professor Eileen Fischer, Schulich School of Business, York University
Where to from here? Panel Session
Professor Margo Buchanan-Oliver; A/Professor Marylouise Caldwell; A/Professor Karen
Fernandez; A/Professor Paul Henry; A/Professor Diane Martin; Professor John Schouten
VENUE:Griffith South Bank campus COST:$180 Register @ ANZMAC http://www.anzmac.org/conference