Rita M Denny, Patricia L Sunderland

'This book is a gem, and one long awaited by academic applied anthropologists like me. I have taught courses in applied anthropology and ethnographic research methods for many years... Had I had access to such a text earlier, my students would have been far more aware of and far better prepared for the careers that awaited them.' From the foreword by Donald Stull 'This work succeeds brilliantly in blurring the increasingly unhelpful perception of a divide between 'applied' and 'academic' anthropology. Along several dimensions, it demonstrates how 'cutting edge' and indeed 'theoretical' post-1980s ethnographic research on consumers and marketing has been. Among the current literature in this field, this book has the comprehensiveness to serve as an ideal teaching tool.' George Marcus, University of California Irvine 'Whatever type of anthropology you might pursue, you'll find an entree to the field in the following pages.' From the Foreword by John F. Sherry, Jr. 'The varied engagements with research problems, the entanglements considered in the doing of research, and the reflexive requirements examined when the self is the instrument doing research make this book a valuable resource for qualitative researchers and students across the disciplines of the social sciences and the varied locales of applied practice associated with these disciplines.' HartMut Mokros Rutgers University 'The varied engagements with research problems, the entanglements considered in the doing of research, and the reflexive requirements examined when the self is the instrument doing research makes this book a valuable resource for qualitative researchers and students across the disciplines of the social sciences and the varied locales of applied practice associated with these disciplines.' Hartmut Mokros, Rutgers University 'Patti Sunderland and Rita Denny (Practica Group, LLC) have done what many have only talked about. They have published a book on doing anthropology in industry and in commercial research... offering a work like this to a client can go a long way to clarifying what we do, and facilitating dialogue over problem definition.' Inga E. Treitler, Anthropology News 'Whatever type of anthropology you might pursue, you'll find an entree to the field in the following pages.' John Sherry, Northwestern University

• Part I Introduction; Chapter 1 Anthropologists and Anthropology in Consumer Research; Chapter 2 What Does Cultural Analysis Mean?; Chapter 3 Framing Cultural Questions: What is Coffee in Benton Harbor and Bangkok?; Part II Engaging Approaches; Part 3 The Ordinary Matters: Making Anthropology Audible, Donald D. Stull; Part 4 Apposite Anthropology and the Elasticity of Ethnography; Chapter 4a The Social Life of Metaphors: Have We Become Our Computers?; Chapter 5 Finding Ourselves in Images: A Semiotic Excursion; Chapter 6 Contextualizing Emotion: When Do Boredom, Paranoia, and 'œBeing Strong' Become Emotions?; Chapter 7 Diagnosing Conversational Details; Part III Engaging Entanglements; Part 6 Entangled, Russell Belk; Part 7 Reflexivity and Visual Media: Entanglements as a Productive Field, Vilma Santiago-Irizarry, Frederic W. Gleach; Chapter 8 Anthropology and Consumer Segmentation: The Terrain of Race and Ethnicity; Chapter 9a Ethnographic Video in Consumer Research: Fulfilling the Promise?; Chapter 10 Photographs, Ethics, and Exoticization in/of Practice; Part IV Engaging One Another; Chapter 11 Engaging One Another;

Rita M Denny, Patricia L Sunderland

'This book is a gem, and one long awaited by academic applied anthropologists like me. I have taught courses in applied anthropology and ethnographic research methods for many years... Had I had access to such a text earlier, my students would have been far more aware of and far better prepared for the careers that awaited them.' From the foreword by Donald Stull 'This work succeeds brilliantly in blurring the increasingly unhelpful perception of a divide between 'applied' and 'academic' anthropology. Along several dimensions, it demonstrates how 'cutting edge' and indeed 'theoretical' post-1980s ethnographic research on consumers and marketing has been. Among the current literature in this field, this book has the comprehensiveness to serve as an ideal teaching tool.' George Marcus, University of California Irvine 'Whatever type of anthropology you might pursue, you'll find an entree to the field in the following pages.' From the Foreword by John F. Sherry, Jr. 'The varied engagements with research problems, the entanglements considered in the doing of research, and the reflexive requirements examined when the self is the instrument doing research make this book a valuable resource for qualitative researchers and students across the disciplines of the social sciences and the varied locales of applied practice associated with these disciplines.' HartMut Mokros Rutgers University 'The varied engagements with research problems, the entanglements considered in the doing of research, and the reflexive requirements examined when the self is the instrument doing research makes this book a valuable resource for qualitative researchers and students across the disciplines of the social sciences and the varied locales of applied practice associated with these disciplines.' Hartmut Mokros, Rutgers University 'Patti Sunderland and Rita Denny (Practica Group, LLC) have done what many have only talked about. They have published a book on doing anthropology in industry and in commercial research... offering a work like this to a client can go a long way to clarifying what we do, and facilitating dialogue over problem definition.' Inga E. Treitler, Anthropology News 'Whatever type of anthropology you might pursue, you'll find an entree to the field in the following pages.' John Sherry, Northwestern University

• Part I Introduction; Chapter 1 Anthropologists and Anthropology in Consumer Research; Chapter 2 What Does Cultural Analysis Mean?; Chapter 3 Framing Cultural Questions: What is Coffee in Benton Harbor and Bangkok?; Part II Engaging Approaches; Part 3 The Ordinary Matters: Making Anthropology Audible, Donald D. Stull; Part 4 Apposite Anthropology and the Elasticity of Ethnography; Chapter 4a The Social Life of Metaphors: Have We Become Our Computers?; Chapter 5 Finding Ourselves in Images: A Semiotic Excursion; Chapter 6 Contextualizing Emotion: When Do Boredom, Paranoia, and 'œBeing Strong' Become Emotions?; Chapter 7 Diagnosing Conversational Details; Part III Engaging Entanglements; Part 6 Entangled, Russell Belk; Part 7 Reflexivity and Visual Media: Entanglements as a Productive Field, Vilma Santiago-Irizarry, Frederic W. Gleach; Chapter 8 Anthropology and Consumer Segmentation: The Terrain of Race and Ethnicity; Chapter 9a Ethnographic Video in Consumer Research: Fulfilling the Promise?; Chapter 10 Photographs, Ethics, and Exoticization in/of Practice; Part IV Engaging One Another; Chapter 11 Engaging One Another;

Rita M Denny, Patricia L Sunderland

'This book is a gem, and one long awaited by academic applied anthropologists like me. I have taught courses in applied anthropology and ethnographic research methods for many years... Had I had access to such a text earlier, my students would have been far more aware of and far better prepared for the careers that awaited them.' From the foreword by Donald Stull 'This work succeeds brilliantly in blurring the increasingly unhelpful perception of a divide between 'applied' and 'academic' anthropology. Along several dimensions, it demonstrates how 'cutting edge' and indeed 'theoretical' post-1980s ethnographic research on consumers and marketing has been. Among the current literature in this field, this book has the comprehensiveness to serve as an ideal teaching tool.' George Marcus, University of California Irvine 'Whatever type of anthropology you might pursue, you'll find an entree to the field in the following pages.' From the Foreword by John F. Sherry, Jr. 'The varied engagements with research problems, the entanglements considered in the doing of research, and the reflexive requirements examined when the self is the instrument doing research make this book a valuable resource for qualitative researchers and students across the disciplines of the social sciences and the varied locales of applied practice associated with these disciplines.' HartMut Mokros Rutgers University 'The varied engagements with research problems, the entanglements considered in the doing of research, and the reflexive requirements examined when the self is the instrument doing research makes this book a valuable resource for qualitative researchers and students across the disciplines of the social sciences and the varied locales of applied practice associated with these disciplines.' Hartmut Mokros, Rutgers University 'Patti Sunderland and Rita Denny (Practica Group, LLC) have done what many have only talked about. They have published a book on doing anthropology in industry and in commercial research... offering a work like this to a client can go a long way to clarifying what we do, and facilitating dialogue over problem definition.' Inga E. Treitler, Anthropology News 'Whatever type of anthropology you might pursue, you'll find an entree to the field in the following pages.' John Sherry, Northwestern University

• Part I Introduction; Chapter 1 Anthropologists and Anthropology in Consumer Research; Chapter 2 What Does Cultural Analysis Mean?; Chapter 3 Framing Cultural Questions: What is Coffee in Benton Harbor and Bangkok?; Part II Engaging Approaches; Part 3 The Ordinary Matters: Making Anthropology Audible, Donald D. Stull; Part 4 Apposite Anthropology and the Elasticity of Ethnography; Chapter 4a The Social Life of Metaphors: Have We Become Our Computers?; Chapter 5 Finding Ourselves in Images: A Semiotic Excursion; Chapter 6 Contextualizing Emotion: When Do Boredom, Paranoia, and 'œBeing Strong' Become Emotions?; Chapter 7 Diagnosing Conversational Details; Part III Engaging Entanglements; Part 6 Entangled, Russell Belk; Part 7 Reflexivity and Visual Media: Entanglements as a Productive Field, Vilma Santiago-Irizarry, Frederic W. Gleach; Chapter 8 Anthropology and Consumer Segmentation: The Terrain of Race and Ethnicity; Chapter 9a Ethnographic Video in Consumer Research: Fulfilling the Promise?; Chapter 10 Photographs, Ethics, and Exoticization in/of Practice; Part IV Engaging One Another; Chapter 11 Engaging One Another;