Anthropology and Business – serie

Women are the world’s most powerful consumers, yet they are largely marketed to erroneously through misconceptions and patriarchal views that distort the reality of women’s lives, bodies, and work. This book examines the contradictions and mismatches between women’s everyday experiences and market representations. It considers how women themselves exhibit paradoxical behaviour in both resisting and supporting conflicting messages. The volume emphasizes paradox as a form of agency and negotiation through which women develop dialogical meanings. The contributions highlight the ways in which women transform inconsistencies and contradictions in advertising and marketing, global consumption practices, and material consumption into positive practices for living. The rich range of ethnographic accounts, drawn from countries including the United States, Brazil, Mexico, Denmark, Japan, and China, provide readers with a valuable perspective on consumer behaviour.

Drawing on 20 years of ethnographic fieldwork and anthropological theory, anthropologist Brian Moeran argues that fashion magazines are able to cast a spell over their readers by using practices and rituals found in age-old magical and religious rites.

Women are the world’s most powerful consumers, yet they are largely marketed to erroneously through misconceptions and patriarchal views that distort the reality of women’s lives, bodies, and work. This book examines the contradictions and mismatches between women’s everyday experiences and market representations. It considers how women themselves exhibit paradoxical behaviour in both resisting and supporting conflicting messages. The volume emphasizes paradox as a form of agency and negotiation through which women develop dialogical meanings. The contributions highlight the ways in which women transform inconsistencies and contradictions in advertising and marketing, global consumption practices, and material consumption into positive practices for living. The rich range of ethnographic accounts, drawn from countries including the United States, Brazil, Mexico, Denmark, Japan, and China, provide readers with a valuable perspective on consumer behaviour.

This book focuses on the meaning and experience of digital practice, emerging from work in the world of business and drawing on recent anthropological thinking on digital culture. Tom Maschio suggests that the digital is a space of a new "story culture" and considers the lived experience of new technologies. The chapters cover: storytelling in journalism and business with the new technology of virtual reality, the emerging meanings of social media and community building in the digital space, the uses and meanings of visual imagery online, and the cultural meanings of smartphone technology use and the "mobile life." The book incorporates ideas from humanistic anthropology and phenomenology in order to bring business problems into alignment with human concerns and desires, and to show the application of anthropological ideas to real-world issues.As well as anthropologists, the book will be valuable to business students and professionals interested in the digital realm.

This book focuses on the meaning and experience of digital practice, emerging from work in the world of business and drawing on recent anthropological thinking on digital culture. Tom Maschio suggests that the digital is a space of a new "story culture" and considers the lived experience of new technologies. The chapters cover: storytelling in journalism and business with the new technology of virtual reality, the emerging meanings of social media and community building in the digital space, the uses and meanings of visual imagery online, and the cultural meanings of smartphone technology use and the "mobile life." The book incorporates ideas from humanistic anthropology and phenomenology in order to bring business problems into alignment with human concerns and desires, and to show the application of anthropological ideas to real-world issues.As well as anthropologists, the book will be valuable to business students and professionals interested in the digital realm.

This book argues for the study of consumption and its relationship with media images, particularly advertising, from a cultural perspective. Focused on Brazil, it draws on decades of research by the author and engages with theory and concepts from a range of classic anthropological works. The chapters examine how advertising professionals view their craft, the resistance to capitalism amongst native Brazilians, images of women and their bodies in magazines, and the case of the first soccer player to become a national media celebrity. Rocha supports the study of consumption as a classification system that materializes culture and creates relations between people and goods. The book presents advertising as a mode of magical thinking that mediates the passage from the machine-driven sphere of production to the humanized sphere of consumption, converting meaningless impersonal things into goods that have name, origin, identity and purpose. It will be of interest to anthropologists, sociologists and others working on advertising, marketing, communications, and consumer research.

This book argues for the study of consumption and its relationship with media images, particularly advertising, from a cultural perspective. Focused on Brazil, it draws on decades of research by the author and engages with theory and concepts from a range of classic anthropological works. The chapters examine how advertising professionals view their craft, the resistance to capitalism amongst native Brazilians, images of women and their bodies in magazines, and the case of the first soccer player to become a national media celebrity. Rocha supports the study of consumption as a classification system that materializes culture and creates relations between people and goods. The book presents advertising as a mode of magical thinking that mediates the passage from the machine-driven sphere of production to the humanized sphere of consumption, converting meaningless impersonal things into goods that have name, origin, identity and purpose. It will be of interest to anthropologists, sociologists and others working on advertising, marketing, communications, and consumer research.

This second edition of Ethnographic Thinking: From Method to Mindset serves as a primer for practitioners who want to apply ethnography to real-world challenges and commercial ventures. Building on the first edition, each chapter now includes a section focusing on practical advice to help readers activate key insights in their work.The book’s premise — that the thought processes and patterns ethnographers develop through their practice have strategic value beyond consumer insights — remains the same. Using real-world examples, Hasbrouck demonstrates how a more holistic view of an organization can help it benefit from a deeper understanding of its offerings within dynamic cultural contexts. In doing so, he argues that ethnographic thinking helps organizations increase appreciation for openness and exploration, hone interpretive skills, and cultivate holistic thinking; allowing them to broaden perspectives, challenge assumptions, and cross-pollinate ideas between differing viewpoints.Ethnographic Thinking: From Method to Mindset is essential reading for managers and strategists who want to tap into the full potential that an ethnographic perspective offers, as well as those searching more broadly for new ways to innovate. It will also be of value to students and practitioners of applied ethnography, as well as professionals who would like to optimize the value of ethnographic thinking in their organizations.

This second edition of Ethnographic Thinking: From Method to Mindset serves as a primer for practitioners who want to apply ethnography to real-world challenges and commercial ventures. Building on the first edition, each chapter now includes a section focusing on practical advice to help readers activate key insights in their work.The book’s premise — that the thought processes and patterns ethnographers develop through their practice have strategic value beyond consumer insights — remains the same. Using real-world examples, Hasbrouck demonstrates how a more holistic view of an organization can help it benefit from a deeper understanding of its offerings within dynamic cultural contexts. In doing so, he argues that ethnographic thinking helps organizations increase appreciation for openness and exploration, hone interpretive skills, and cultivate holistic thinking; allowing them to broaden perspectives, challenge assumptions, and cross-pollinate ideas between differing viewpoints.Ethnographic Thinking: From Method to Mindset is essential reading for managers and strategists who want to tap into the full potential that an ethnographic perspective offers, as well as those searching more broadly for new ways to innovate. It will also be of value to students and practitioners of applied ethnography, as well as professionals who would like to optimize the value of ethnographic thinking in their organizations.

EmTech Anthropology: Careers at the Frontier emphasizes anthropology’s critical role at the frontier of emerging technologies (EmTech). The book explores the opportunities and challenges that arise as anthropologists venture into the territory of EmTech, pushing the boundaries of traditional academic approaches and methodologies.By sharing the stories and insights of early to mid-career anthropologists working in AI, robotics, Web3, cybersecurity, and other cutting-edge fields, the book provides a possible roadmap for future practitioners seeking to make an impact in the world of EmTech. These anthropologists demonstrate how the discipline's unique perspective and skills can be applied to address the complex ethical, social, and cultural implications of emerging technologies.The volume showcases how anthropologists can act as visionaries, innovators, and early adopters, shaping the trajectory of EmTech towards more ethical, equitable, inclusive, and sustainable futures. It highlights the importance of interdisciplinary collaboration, practical impact, and intervention in EmTech contexts while also acknowledging the need for anthropologists to challenge existing narratives and push the boundaries of the discipline itself.EmTech Anthropology: Stories from the Frontier serves as an essential resource for anthropologists, students, and professionals from related disciplines who are interested in exploring the frontiers of anthropology and emerging technologies. By offering a glimpse into the exciting possibilities and compelling insights that emerge when anthropology meets EmTech, the book inspires and guides the next generation of anthropological innovators.

EmTech Anthropology: Careers at the Frontier emphasizes anthropology’s critical role at the frontier of emerging technologies (EmTech). The book explores the opportunities and challenges that arise as anthropologists venture into the territory of EmTech, pushing the boundaries of traditional academic approaches and methodologies.By sharing the stories and insights of early to mid-career anthropologists working in AI, robotics, Web3, cybersecurity, and other cutting-edge fields, the book provides a possible roadmap for future practitioners seeking to make an impact in the world of EmTech. These anthropologists demonstrate how the discipline's unique perspective and skills can be applied to address the complex ethical, social, and cultural implications of emerging technologies.The volume showcases how anthropologists can act as visionaries, innovators, and early adopters, shaping the trajectory of EmTech towards more ethical, equitable, inclusive, and sustainable futures. It highlights the importance of interdisciplinary collaboration, practical impact, and intervention in EmTech contexts while also acknowledging the need for anthropologists to challenge existing narratives and push the boundaries of the discipline itself.EmTech Anthropology: Stories from the Frontier serves as an essential resource for anthropologists, students, and professionals from related disciplines who are interested in exploring the frontiers of anthropology and emerging technologies. By offering a glimpse into the exciting possibilities and compelling insights that emerge when anthropology meets EmTech, the book inspires and guides the next generation of anthropological innovators.

How does a group of people, brought together because of their diverse skills and professional knowledge, set out to be ‘creative’? How are ongoing tensions between beauty, fame, and money resolved? In The Business of Creativity, Brian Moeran, a leading scholar and writer on the creative industries, takes the sacred relic of creativity out of the crypt and airs it in the ethnographic alley. In contrast to the persistent image of creativity as the spontaneous inspiration of a gifted individual, Moeran shows how creativity emerges from collaborative engagements among people, genres, institutions, materials and technologies. He alternates thick description of work in fashion, advertising, and ceramic art with theoretical innovations that shed new light on the aesthetic, symbolic, and economic dimensions of creativity and the production of worth.

How does a group of people, brought together because of their diverse skills and professional knowledge, set out to be ‘creative’? How are ongoing tensions between beauty, fame, and money resolved? In The Business of Creativity, Brian Moeran, a leading scholar and writer on the creative industries, takes the sacred relic of creativity out of the crypt and airs it in the ethnographic alley. In contrast to the persistent image of creativity as the spontaneous inspiration of a gifted individual, Moeran shows how creativity emerges from collaborative engagements among people, genres, institutions, materials and technologies. He alternates thick description of work in fashion, advertising, and ceramic art with theoretical innovations that shed new light on the aesthetic, symbolic, and economic dimensions of creativity and the production of worth.

According to some social critics, the digital age involves a retreat into the isolation of intelligent machines. Acclaimed scholar Stefana Broadbent takes another view, that digital technologies allow people to bring their private lives into the often alienating world of work. Through ethnographic evidence and data gathered from large samples in Europe and the U.S., Intimacy at Work looks at a paradox in modern life: Although human beings today spend so much of their waking hours working, they remain increasingly connected to family and friends—because of digital and social media. This book -shows how portable communications sustain personal networks offering a sense of identity, comfort, support, and enjoyment in the workplace;-demonstrates through numerous case studies that digital technologies provide a kind of “safety net” in times of economic crisis, softening the precariousness of existence;-is a revised edition of a volume published in French (L’Intimité au Travail, 2011), which won the prestigious AFCI Prize for books on business communications.

This book explores the evolution of two disciplines, design and anthropology, and their convergence within commercial and organizational arenas. Focusing on the transdisciplinary field of design anthropology, the chapters cover the global forces and conditions that facilitated its emergence, the people that have contributed to its development and those who are likely to shape its future. Christine Miller touches on the invention and diffusion of new practices, the recontextualization of ethnographic inquiry within design and innovations in applications of anthropological theory and methodology. She considers how encounters between anthropology and ‘designerly’ practice have impacted the evolution of both disciplines. The book provides students, scholars and practitioners with valuable insight into the movement to formalize the nascent field of design anthropology and how the relationship between the two fields might develop in the future given the dynamic global forces that continue to impact them both.

This book explores the evolution of two disciplines, design and anthropology, and their convergence within commercial and organizational arenas. Focusing on the transdisciplinary field of design anthropology, the chapters cover the global forces and conditions that facilitated its emergence, the people that have contributed to its development and those who are likely to shape its future. Christine Miller touches on the invention and diffusion of new practices, the recontextualization of ethnographic inquiry within design and innovations in applications of anthropological theory and methodology. She considers how encounters between anthropology and ‘designerly’ practice have impacted the evolution of both disciplines. The book provides students, scholars and practitioners with valuable insight into the movement to formalize the nascent field of design anthropology and how the relationship between the two fields might develop in the future given the dynamic global forces that continue to impact them both.

Drawing on 20 years of ethnographic fieldwork and anthropological theory, anthropologist Brian Moeran argues that fashion magazines are able to cast a spell over their readers by using practices and rituals found in age-old magical and religious rites.

Ethics in business is a major topic both in the social sciences and in business itself. Anthropologists, long attendant to the intersection of ethics and practice, are particularly well suited to offer vital insights on the subject.This timely collection considers a range of ethical issues in business through the examination of anthropologically informed theory and case examples. The meaning of ethical values, practices, and education are explored, as well as practical ways of implementing them, while the specific ethical challenges of industries such as advertising, market research, and design are considered. Contributions from anthropologists in business and academia promise a broad range of perspectives and add to the growing discussion on the ways anthropologists study, work, teach, and engage in a variety of industry settings.Engagingly written, Ethics in the Anthropology of Business will be of interest to a wide variety of audiences, including practicing anthropologists, current and future business leaders, and scholars and students from a range of social sciences.

Ethics in business is a major topic both in the social sciences and in business itself. Anthropologists, long attendant to the intersection of ethics and practice, are particularly well suited to offer vital insights on the subject.This timely collection considers a range of ethical issues in business through the examination of anthropologically informed theory and case examples. The meaning of ethical values, practices, and education are explored, as well as practical ways of implementing them, while the specific ethical challenges of industries such as advertising, market research, and design are considered. Contributions from anthropologists in business and academia promise a broad range of perspectives and add to the growing discussion on the ways anthropologists study, work, teach, and engage in a variety of industry settings.Engagingly written, Ethics in the Anthropology of Business will be of interest to a wide variety of audiences, including practicing anthropologists, current and future business leaders, and scholars and students from a range of social sciences.