REMark – Revista Brasileira de Marketinge-ISSN: 2177-5184 DOI: 10.5585/remark.v13i6.2767 Data de recebimento: 15/03/2014 Data de Aceite: 07/09/2014 Editor Científico: Otávio Bandeira De Lamônica Freire Avaliação: Double Blind Review pelo SEER/OJS Revisão: Gramatical, normativa e de formatação PESQUISA ETNOGRÁFICA EM MARKETING: PASSADO, PRESENTE E FUTUROS POSSÍVEIS RESUMO O artigo percorre períodos, eventos, contextos e pesquisas e projetos da Cultura do Consumo fora e dentro do Brasil. As contribuições da pesquisa qualitativa e em especial da etnografia norteiam a história que contamos. Foi possível delinear diferentes percursos da Cultura e do Consumo no passado e no presente fora e dentro do Brasil. Se os caminhos seguidos foram diversos, o nosso exercício sobre futuros possíveis traz aproximações locais, nacionais e internacionais na busca por novas construções metodológicas e teóricas da Cultura do Consumo em Marketing. Palavras- chave: Cultura do Consumo; História do CCT; Pesquisa Etnográfica. ETHNOGRAPHIC RESEARCH IN MARKETING: PAST, PRESENT, AND POSSIBLE FUTURES. ABSTRACT The article covers periods, events, contexts, research and projects in the Consumer Culture sphere within and outside Brazil. Our account is guided by the contributions of qualitative research and especially ethnography, and reveals the very different pathways followed by Consumer Culture. In contrast, our attempt to guess possible futures in this area involve the analysis of similarities between local, national and international practices, in the search for new methodological and theoretical constructs in Consumer Culture and Marketing. Keywords: Consumer Culture; CCT History; Ethnographic Research. Russell Belk1 Leticia Moreira Casotti2 1 Ph.D. in University of Minnesota. Professor of Marketing; Kraft Foods Canada Chair in Marketing. Canadá. E-mail: [email protected] 2 Doutora em Engenharia de Produção pela Universidade Federal do Rio de Janeiro - UFRJ. Professora da Universidade Federal do Rio de Janeiro - UFRJ. Brasil. E-mail: [email protected] _____________________________________________________________________________________ BELK/ CASOTTI 1 Brazilian Journal of Marketing - BJM Revista Brasileira de Marketing – ReMark Vol. 13, N. 6. Outubro/Dezembro. 2014 although it can include online research (often known as netnography) so long as it is not the sole method of data collection. but also significant events. 2010). As the title suggests. & Heisley. Ethnographic methods are not merely a singular research technique. just to mention a few. We will divide these periods into the categories: before 2005. and organizational contexts that formed or altered around new types of qualitative research. Kassarjian. Marshall Sahlins (1979). 1987. & Arnould. There were also a number of papers and events that came on the heels of the Consumer Behavior __________________________________________________________________________________ BELK/ CASOTTI 2 Brazilian Journal of Marketing . 1987. 2002a). the methods apply equally well to such mundane contexts as family uses of a table (Epp & Price. 1988) as well as videos (Wallendorf & Belk. a 1975 monograph on broadening the concept of consumer behavior (Zaltman & Sternthal. and after 2014. Marcel Mauss (1974). 1986. 1985) before this. 13. the present context and possible futures of Consumer Culture in Marketing. community. 2014). In our analysis of the Brazilian approach to consumer culture we follow the same division of periods as the one used in the case of consumer culture outside Brazil. 2014). the organization of this paper will move from past to present to possible futures in discussing ethnographic research in marketing.S. _______________________________________________________________________________ Sunderland and Rita Denny (2007. a 1980 conference on consumer aesthetics hosted by Hirschman & Holbrook (1980). We recognize the great influence of some cultural historians and anthropologists who have provided the underpinnings of consumer culture research in Brazil. 1988. subject. & Wallendorf. but not full-fledged ethnographic studies including participant observation. 2006. 20052014. 2006). swap meet in 1985. 1975). 2013).. 1986.2014) that give a good orientation to the use ethnographic research to support the study of organizational problems in consumption contexts. during these periods. There had also been consumer studies using depth interviews (e. Beers. Patricia The Past: Outside of Brazil Based on the definition above. 1998). ethnographic studies play a guiding role in our review of the history. 1 INTRODUCTION We define ethnographic research very simply as primarily qualitative research on a particular group. in marketing research in Brazil. The Odyssey was conducted across the U. 1984). Wallendorf. family meals (Heisley & Levy. 1991. Sherry.A in 1986 and its pilot project was held at a Southwestern U. 2010. and Burning Man festivals (Kozinets. 2013. Souza et al (2013) also suggest that changes occurred in consumer culture research in Brazil from 2005 onwards. Belk Wallendorf & Sherry. We also bring in the Brazilian experience with ethnographic studies.. These two types of readings aim to obtain an inside view of day to day life of consumer and organizations in order to describe and analyze them. Belk.Ethnographic Research in Marketing: Past. geographic trends. and a series of debates between Paul Anderson and Shelby Hunt (Anderson. N. but it had been prefigured by a number of other papers and events. Levy. Hunt.g. Inc. Victor Turner (1969). In the field of ethnographic research. 1988. Outubro/Dezembro. 2014 . a 1985 theory workshop hosted by Paul Anderson. Rook. We will note not only the sorts of consumer and marketing ethnographic research and publications presented during these periods. 2013. Present. also beginning in the 1950s (Levy. 1986). 1987. Clifford Geertz (1978). 6. In our article. 1987. There had been calls for ethnographic research at about the same time (Hirschman. Levy’s work with Social Research. our suggested readings includes inspiring works from the anthropological tradition such as those written by Malinowski (1978). Sherry. such as ethnography. as they can use various techniques depending on the context. 2013). in addition to the references from the marketing area cited in the course of this article. history and focus of each study. While these spectacles and adventures have a momentous character to them. Sanders. We also bring in recent consumer culture discussions and work of Brazilian marketing scholars. Sherry. It was a foundation moment for ethnographic consumer and marketing research. 1983. 1991. the first ethnographic articles published in marketing and consumer research were the initial papers produced under the auspices of a project called the Consumer Behavior Odyssey (Belk. 1986. 1991). as well as the studies by Hy Marianpolsky (2006 ). 1987.BJM Revista Brasileira de Marketing – ReMark Vol.S. 1993). Holbrook. 1988. Some prominent examples in marketing and consumer research include studies of river rafting (Arnould & Price. 2006. These included motivation research in the 1950s (Desmond. This excludes research relying on depth interviews alone. a 1984 Winter Marketing Educator’s Conference hosted by Paul Anderson & Michael Ryan (1984). The Odyssey project is described in detail elsewhere (Belk. Wallendorf. stay-at-home dads (Coskuner-Balli & Thompson. especially ethnographic studies. papers by Hirschman & Holbrook (1982) and Holbrook & Hirschman (1982) on the experiential aspects of consumption. and Possible Futures. 1989. 2010. This is just one of the possible versions of the history that intends to be a starting point for understanding the new and growing spaces of interpretative methods. and research firms presenting data to clients (Cayla & Arnould. Tadajewski. or organization using multiple methods and especially depth interviews and participant observation. 1983. Belk. Kassarjian & Goodstein. mountain man rendezvous re-enactments (Belk & Costa. Cayla. 1988. 1987). Belk et al. McCracken. Belk. for example. 1995. 1991. In 2001 Russell Belk and Robert Kozinets initiated the Association for Consumer Research Film Festival which has since spread from North America to the European. McCracken. A number of edited volumes of largely ethnographic consumer and marketing research also appeared during this period (e. Price & Arnould. before the 1980s. 1997). whose work was devoted to dense descriptions of Brazil and Brazilians. and Roberto da Matta (1979. They include a conference on marketing and semiotics (Umiker-Sebeok. Thompson.7) used the term ¨thick description” to explain what is meant by the output of an ethnography. Clearly ethnographic research had established itself and was gaining momentum during this period. 2001. 1994. Ritson & Elliott. 1995. 1981) who invites us to make the familiar strange in our daily lives in Brazilian urban and complex contexts. 2000. 1998. 1994. 13. Buarque de Holanda (1936. thus fostering a culture of ethnographic research on consumption in marketing. 1996). 2003). Bonsu & Belk. Otnes & Pleck. Present. Sherry. and his description of the ethnographic method as “understanding others through their own values. striving to interpret representations of consumption in advertising narratives packed with dreams and magic (Rocha. We start with three great cultural historians who analyzed Brazil and who were part of the genesis of the Brazilian anthropological tradition: Gilberto Freyre. 1986). Sherry. 1994. and a number of ethnographic papers (e. 1996. 1985. such as ethnocentrism (Rocha. the patriarchal family. Wallendorf & Arnould. 1993. in carnival.g..g. The clarity with which this anthropologist writes about concepts that are important for consumption studies. Belk & Costa. Arnould & Wallendorf. 1995.g. Otnes & Beltramini. AsiaPacific. Arnould & Wallendorf. N. and Latin American ACR conferences as well. __________________________________________________________________________________ BELK/ CASOTTI 3 Brazilian Journal of Marketing . 1989. Mehta & Belk. 1995. 2004. 1995. in order to trace the path followed by ethnographic research in Brazil. 2002. 1985) and myth (Rocha. we highlight the work of two Brazilian anthropologists. Clifford Geertz (1978. Otnes & Lowrey. p. 1991. Kozinets et al... climatic. 2000). and Câmara Cascudo (1983) from whose vast knowledge production we highlight the study of Brazilian social life. O’Guinn & Belk. And bi-annual ethnographic consumer research workshops at Southern Denmark University in Odense and Bilkent University in Ankara were also initiated. film and interview consumers. Barros & Pereira. 1989). everyday life and homes. Belk. Celsi.. 1990. “irregular” and “inexplicit” structures that we can find in the work of Brazilian’s anthropologists. and later called communication ethnography (Rocha. Brazil ranks as a pioneer for bringing ethnographic studies into urban settings. football and religious beliefs. 1999. 1989. Heisley & Levy. 1999. Kates. and Possible Futures.Ethnographic Research in Marketing: Past. Peñaloza. 2003) who urges us to make the exotic familiar in Brazilian culture through analyses of myths and rituals found. 1999. 1991. rather than our own" (Rocha. “strange”. while anthropologists from other countries continued to focus on the traditional contexts of tribal or primitive societies (Peirano. Schouten & McAlexander. Although it is generally agreed that the social sciences were slow to view consumption as an object of analysis.g. Everardo Rocha planted the seed for the for the development of a CCT group and created the first line of research in culture and consumption in Brazil (on the The Past: Brazil There have been no projects in Brazil like the Consumer Behavior Odyssey (Belk. Sherry & McGrath. we turn to the contribution of anthropology.BJM Revista Brasileira de Marketing – ReMark Vol. 2005). When he was appointed a contributing professor at COPPEAD Graduate School of BusinessUFRJ (Federal University of Rio de Janeiro). Outubro/Dezembro. whose “thick descriptions” of the behavior of Brazilians have steered studies of consumer culture. economic. 1998) as well as sole-authored ethnographic books (e. private life and social values (Freyre. There were also several papers on ethnographic research methods (e. 2003. & Leigh.. _______________________________________________________________________________ Odyssey that reinforced the paradigmatic upheaval that was taking place. eating habits and gestures. 1987). 1985:20) almost naturally foster a link between ethnography grounded in the tradition of the social sciences and the contemporaneity of marketing. 6. as well as a rich context of tribal origins and exotic ethnic and religious diversity paved the way for a genuinely Brazilian anthropology. We highlight the work of two anthropologists: Gilberto Velho (1973. a volume on interpretive consumer research (Hirschman. the approach to an “Anthropology of Consumption” was introduced by anthropologist Everardo Rocha in his research projects. 1991). As it is impossible to present the full scope of these contributions. Kozinets. The descriptions developed through field notes are necessary to enable the researcher to “first of all learn and then present” the “complex”. 2014 . Geographical. 2014) that could gather together researchers in different fields of knowledge in order to observe. 1969. The lack of a Brazilian marketing research like a Consumer Odyssey leads us back further into the past. 2012) who explored the roots of Brazil using contributions from social psychology. cultural and social differences. Rose. photograph. McCracken’s (1988) volume on culture and consumption. 1978. history and sociology. 2004. These historians helped construct a specific style of social science in Brazil. Rocha’s research themes link Anthropology to Marketing. 1980. 2002b. Thus. 1933. with an acute awareness of the structures in place at that time. after the cultural historians. the science that gave rise to the ethnographic method.1990). Journal of Retailing. D´Angelo. the paper was critically important because it gave the field of non-positivist consumer research a brand name: Consumer Culture Theory. where anthropologists preserved the traditional boundaries of their field of knowledge.and “anthropology of consumption”. 2001. 2010).Ethnographic Research in Marketing: Past. 2014 . From the marketing manager’s standpoint. Other anthropologists added contributions to consumption studies through research projects addressing contemporary urban groups. Askegaard & Scott. the limited use of ethnography may be attributed to the dominance of the positivist tradition in consumer research behavior in Brazil as well. Sherry & Fischer. We thus identify prosperous links between Brazilian Anthropology and Marketing. 2004) including ethnography. In 2014 the ninth annual conference is took place in Helsinki. Rossi & Siveira. with the latter characterized as an area of applied knowledge that does not aspire to any level of theorization. 1992). Most years have also resulted in a volume of the best papers from the conference (e. 2003. _______________________________________________________________________________ anthropologist’s publishing. Barbosa (2006 pgs. Vieira. Castilhos & Cavedon. 2004. bringing Daniel Miller (1987) and Colin Campbell (1987) to Brazil for lectures during the early 2000s. stressing the translation into Portuguese “although somewhat delayed" of classics such as ‘Culture and Consumption’ by Grant McCracken (1986 [2007]. 2000. Casotti. Journal of Consumer Psychology. the Sociohistoric Patterning of Consumption. 1998. as a leading name in consumption studies. 6. 1997. Joy and Li (2012) review this research using the basic four conceptual areas identified by Arnould and __________________________________________________________________________________ BELK/ CASOTTI 4 Brazilian Journal of Marketing . and Journal of Marketing Management. Bengsston & Eckhardt. Barbosa identified the typically Brazilian knack known as “o jeitinho” as part of the identity of Brazilians. 1999. in contrast to the anthropology of consumption which focuses on the development of theories. Since 2005 there has continued to be a prominent stream of ethnographic consumer and marketing research in journals such as the Journal of Consumer Research. within the US context the Consumer Odyssey led to the inclusion of some anthropologists and sociologists on the permanent staff of business schools. apparently between the use of the research method by anthropology and by marketing. Consumption Markets and Culture. see Rocha & Barros . 1999. Barros e Pereira. and Possible Futures. 1998. In 2012 the Consumer Culture Theory Consortium was formed and now sponsors the annual conferences. grounded in the everyday meanings and practices that she analyzed.g. categorizing these papers into four conceptual areas: Consumer Identity Projects. Finland. Both Everardo Rocha and Lívia Barbosa have demonstrated concern over the increasingly widespread use of ethnographic methods in market research studies commissioned by companies (Barbosa. Journal of Marketing. Barbosa and Campbell (2006) organized a collection of papers with contributions from Brazilian and English sociologists and anthropologists in a book “Cultura Consumo e Identidade”. hosted by John Sherry and Russell Belk at Notre Dame University.g. as the format that has evolved is alternating every other year between North America and Europe. Rossi & Hor-Meyell. The paper was a review of the qualitative research that had been published to that point in the journal. Marketplace Cultures. including anthropologist Miriam Goldenberg (2005a... 2006 and Rocha & Rocha. 1987 [2003]) and ‘The World of Goods: toward an anthropology of consumption’ by Mary Douglas and Baron Isherwood (1979 [2004]).BJM Revista Brasileira de Marketing – ReMark Vol. Vilas Boas. this interaction took place differently in Brazil. Qualitative Market Research. 2009) as well as several special issues of journals (e. Outubro/Dezembro. The Present: Outside Brazil The watershed event that we are using to separate the past from the present is the publication of an invited article by two associate editors of the Journal of Consumer Research. 2003. and anthropologist Maria Claudia Coelho (2006) with her studies on gift given. Marketing Theory. Rocha et al. Eric Arnould and Craig Thompson (2005). It was only after the second half of the 1990s that we find papers urging the importance of encompassing new methodological paths for Brazilian marketing research (Barros. CCT researchers came together the next year at the first annual Consumer Culture Theory Conference. 8 and 10) highlighted rising interest in culture and consumption studies in Brazil. Present. In her first work (Barbosa. Rocha & Barros. 2004. 2007). 2013) in her studies of gender. Barbosa (2003) distinguishes between “ethnographic marketing”– referring to the use of this method in market research studies . 2005). N. Belk & Sherry. Also particularly noteworthy is anthropologist Livia Barbosa. Although not all of this research was ethnographic according to our definition and the review only included JCR papers. Journal of Consumer Culture. beauty and body. This anthropologist constructed links with English social sciences researchers working with culture and consumption. 2002. 2011. Rocha. 2003. 2003. 2013 b. 2006). and Mass-Mediated Marketplace Ideologies and Consumers’ Interpretive Strategies. The latter terms are used when the research does not include a prolonged stay in the field and/or does not use participant observation as the anthropological tradition recommends (Rocha e Barros. 1999. among other methods and also those described as ethnographically inspired or quasi-ethnographic methods. Sette & Abreu. 13. 2005b. 1987. If. 2007. g. Some studies have their focus on specific product categories: food (Casotti. Belk & Tumbat. 2004. retailing. 2004. Kozinets. Fonseca 2011). Costa. Cerchiaro. 2010). but also the steadily expanding presence of interpretative studies in marketing research. 2013. and brand communities and consumer resistance. 2006. Borelli & Casotti. 2012. 2014). two by the COPPEAD group in Brazil. luxury products (Soutilha. 2012. Schroeder & Salzer-Mörling.g. 2013). 2007. a workshop on qualitative methods for the Korean Research Association in Seoul.. Canada. 2013) and the consumption of plastic surgery (Borelli & Casotti. Castilhos & Rossi. Faria. And Sage publishers has honored three CCT scholars ̵ Morris Holbrook. consumer identity and post-assimilationist research. 2013. Belk. The annual AMA-Sheth Doctoral Consortium and the ACR Doctoral Colloquium have CCT tracks as well. Guerra & Leão. Edited as well as single-author books of consumer ethnography have continued to appear (e. Pinto & Lara. 2006. Ayrosa & Cerchiaro. discussions are also found that explore different theoretical proposals and qualitative research methods (Ayrosa. Twitchell. 2012b) and people with disabilities (Farias & Casotti. 2006). 2008). Some of these papers highlight the predominance of positivism. Australia. while in Asia and Europe Mike Lee initiated a bi-annual anti-consumption conference in 2006. 6. & Arnould. Belk. 2011. global consumer identity projects. 2014. two by Karin Ekström in Sweden. 2013). erotic products (Walther. Esteves & Rossi. such as low income consumers (Mattoso & Rocha. Holt. branding (Costa e Leão.Ethnographic Research in Marketing: Past. Sauerbronn & Ayrosa. and Australia. 2007). Souza & Mello. This period also saw an expansion in the range of themes and contexts covered by consumption studies which began to discover Brazil’s intriguing level of cultural diversity. It has been a highly successful decade for CCT research and researchers in terms of gaining recognition and prominence for this field. That conference is dedicated to transforming consumer behavior for social and environmental good. Anderson. Muñiz & O’Guinn. Multiple CCT scholars have served as presidents of ACR during this period. We find studies of consumption and identity (Castilhos. Borelli. 2014. Sweden. 2013. In Europe a bi-annual Interpretive Consumer Research workshop initiated by Richard Elliott has been held since 1998. 2012. Leão et al. 2004. Cayla & Arnould. Sunderland & Denny. Peñaloza & Nique. Suarez & Campos. Dalmoro. Furthermore. 2014.. Fischer & Kozinets. four on applied anthropology in China. 2005. Sidney Levy. hygiene and beauty products (Campos.BJM Revista Brasileira de Marketing – ReMark Vol. Sauerbronn & Ayrosa. 2007). 2012). identity-public policy and transformative consumer research. research focusing on specific consumer groups that are rarely in consumer behavior studies. Brazil. The Present: Brazil From the second half of the 2000s onwards.g. et al. _______________________________________________________________________________ Thompson (2005). Tian & Dong. South America. & Shankar. 2010) and gender (Sauerbronn. 2012. 2001. a bi-annual Transformative Consumer Research Conference began in 2005. two by Dominique Bouchet in Denmark. consumption environments and consumer experiences. 2008. In industry as well there has been strong growth in what is often called applied anthropology or business anthropology (e. Casotti & Suarez. N.. Schmitt. 2011. 2013. 2012a. one on the anthropology of consumption and markets at University of California. Moisander & Valtonen. 2006). and France.g. 2004. Desjeux. Thompson & Arsel. seven Ethnographic Praxis in Industry Conferences (EPIC) around the world and consumer videography workshops in the US. Tonini & Sauerbronn. Fontes. 2011. Barros et al. 2012. Cayla. Mattoso.. A number of additional qualitative/ interpretive conferences have also emerged including three by Stephen Brown in Northern Ireland. there seems to have been more concern in Brazil over discussing the methodological characteristics of scientific knowledge focused on marketing. 2007. and Possible Futures. 2006. 2014). Cerchiaro & Ayrosa. Kozinets. and corporations (e. Marketing academia has seen strong growth in CCT research over this period. 2008. And articles as well as edited and single-author books on ethnographic marketing and consumer research methods have also emerged (e. but detailing some of subcategories such as consumer identity and marketing myths. Suarez & Casotti. 2014 . and Russell Belk in their Legends of Consumer Behavior series comprised of multi-volume sets of their works. CCT tracks have also been institutionalized at Association for Consumer Research (ACR) and winter American Marketing Association (AMA) conferences as well as CCT Editors and Associate Editors at Journal of Consumer Research and Associate Editors at Journal of Marketing. Barros. Castilhos & Vieira. Sauerbronn. Outubro/Dezembro. which also features a great deal of CCT research. 2004). 2010. Ayrosa & Barros. 2013. Barros & Rocha. Present. Cova. 2010). 2007. 2005. Beers. 2005. With impetus from David Mick. 2012. Barboza & Ayrosa. Finally. Campos. 13. 2012). Barboza & Silva. 2006. beauty competition (Netto et al. homosexuals (Pereira & Ayrosa. Irvine.. McCracken. 2008. One of the trends that has emerged during this most recent period in consumer and marketing research is an increased emphasis on brands. North America. We also find studies that analyze consumption in different areas focus such as collections (Pépece & Prado. Mexico. with marketing programs with strong concentrations of qualitative/interpretive consumer researchers emerging in Universities in Europe. 2009. 2013. 2009. 2009. 2010. Kozinets.. we highlight studies which explore themes that are more __________________________________________________________________________________ BELK/ CASOTTI 5 Brazilian Journal of Marketing . Sunderland & Denny. just that—speculation. such as York (Canada). One set of relevant papers is in a special issue of Marketing Theory edited by Søren Askegaard and Linda Scott. its procedures are similar to those of traditional ethnography because it also uses field notes and is concerned with establishing a trusting relationship with those who are being researched (this is discussed in detail in Robert Kozinets’ book published in Portuguese in 2014). Cordeiro et al. 2002b. Brazilian journals are starting to give more space to consumer culture such as the discussion of interpretative methods and the use of ethnography (Rocha & Barros. The Workshop conducted by Russell Belk to Brazilian’s researchers in 2014 was an opportunity to discuss. Peñaloza. such as sharing doctoral program courses at different schools in order to train researchers to cope more easily with physical distances. Castilhos. Scaraboto. However. Askegaard & Scott (2013a) argue that many activities that occurred in Europe in building the CCT tradition have been ignored in locating the key events in the growth of CCT primarily in North America. Borelli. and Possible Futures. Santos. The initial expectation that this track might attract more researchers from the social science fields did not eventuate. Silva & Chauvel. 2014.underwent sweeping change. Valtonen. Also particularly noteworthy are internationalization trends in the Brazilian scholarly world. Suarez. These two conferences . and this trend has been maintained. Outubro/Dezembro. 2007) and the publication in Portuguese. 2005). 2013. although the large number of papers underscores the rising importance of CCT field in Brazil. such as the initiative of submitting ethnographic videos in 2007 and the creation. Arizona (USA) and Aalto (Finland). & Hirsto (2009). 2008. 2006. based on a variety of readings recommended beforehand. & Rossi. Dalmoro. 2014) for the adaptation of the ethnographic method to the virtual environment. 2009. Traditional ethnography observes consumers in their daily actions whereas netnography observes online communications. a gradual increase in the number of CCT publications. The work by Souza et al. Pereira. Peñaloza & Nique. Papers that were formerly submitted to a single area called Marketing were divided into five thematic areas. 2007. 2007. This method uses textual discourse to understand cultural meanings and practices and involves varying degrees of participant observation. The international context buttresses theoretical and methodological training in consumer culture. N. 2013. Chauvell & Casotti. Castilhos. In their lead paper in that issue. emphasize that the focus of CCT research has been too much on the individual and needs to shift to consider more the cultural context __________________________________________________________________________________ BELK/ CASOTTI 6 Brazilian Journal of Marketing . a term proposed by Robert Kozinets (1998. Barros & Pereira. Rocha & Rocha. 2006. 2014. However there are some debates emerging about what is missing in CCT research as well as regarding interpretation of CCT’s history to date. even if more than twenty years later. 6. 2014. 2013. of two seminal CCT articles published in the Journal of Consumer Research: Dennis Rook’s (1985 [2007]) ethnographic study of consumption rituals and the theoretical essay by the anthropologist Grant McCracken (1986 [2007]) on the movement of consumer goods’ meanings. they.BJM Revista Brasileira de Marketing – ReMark Vol. shrinking cultural gaps and deploying what the ethnographic method advises: make the familiar strange and make what we find exotic familiar. Possible Futures: Outside Brazil Any speculation about the future of ethnographic consumer and marketing research is. based on papers presented at the 2012 CCT Conference. Present.and EMA . Fleck. consumer resistance. Some educational proposals are already being drawn up. Outstanding among these consumer behavior studies are ethnographic studies rooted in marketing research at various institutions and in different regions of Brazil (Borelli. but above all its ways of pursuing methodological and theoretical legitimation as an area of knowledge. After this meeting it was possible to visualize a more integrated future for CCT research in Brazil.more than 50% in the 81 articles analyzed. During the first year. More importantly for the future of CCT. 2008. and the prevalence of ethnographic studies . while at the same time underscoring the need to set up multi-cultural research groups to broaden the context of CCT research. 2012. at last. Two innovative steps were undertaken. of course. One of these prospects involves “netnography”.) signal the existence of CCT research groups in Brazil. anti-consumption and category abandonment (Suarez. However. Odense (Denmark).ENANPAD and EMA . this new track ranked second by number of submissions. _______________________________________________________________________________ critical of consumption such as responsible consumption. along with Askegaard and Linnet (2011) and Moisander. & Valtonen (2009) and Moisander. such as easier access for doctoral students at universities to leading CCT researchers.Ethnographic Research in Marketing: Past. 13. especially after the publication of Arnould and Thompson (2005). offering space for methodological plurality within the predominance of quantitative studies using a positivist approach. (2013) of CCT publications in Brazil’s two main business conferences (ENANPAD . of the “culture and consumption” theme in 2009.). indications of stronger links between the social sciences and marketing can be noted such as the creation of the ENEC – National Consumption Studies Meeting and the discussion undertaken by three anthropologists on the new prospects for anthropological methods in marketing at an annual business management conference (Rocha. 2006. not only the history of Consumer Culture Theory (CCT). 2014).. Cavedon et al. 2014 . Ayrosa & Barros. in addition to building up a specific theoretical body for this field of knowledge. national and international links . Belk. We agree. 2014 . or introduce new versions. There is some recent research beginning to implement this perspective as well (e. research and studying activities. Present. N. anthropologists have not yet become professors in the marketing area and we do not have a project such as a Consumer Odyssey. political. And Badje (2013) calls for moving away from regarding the consumer as the dominant agent of consumption and embracing an Actor Network Theory perspective which gives objects equal footing. present and future of ethnographic research methods in Brazil. Bode & Østergaard (2013) arguably offer the special issue’s most circumspect paper. We note that this is our version. 13. The managerial perspective suggested by Thompson. Karababa. Using the example of the topic of consumption communities. including groups such as the very poor. and Possible Futures. 2012). These links also extend and enrich methodological expertise. Belk (2014) agrees and welcomes the next wave of revolutionary perspectives. Moufahim.Ethnographic Research in Marketing: Past.g. 6. A further trend that has become evident in CCT research is the move to increased emphasis on theory. and social class. Outubro/Dezembro. Echoing the representational crisis in anthropology over the past thirty to forty years. virtual communities and grassroots movements as well. Kniazeva & Belk. Jafari et al. Arnould. but grounded theory emerging from the data is still occasionally employed. they also call for more emic work privileging the voice of the consumer. _______________________________________________________________________________ and structural variables like class. 2012. it can also be argued that CCT research should take a broader historical perspective. economic. __________________________________________________________________________________ BELK/ CASOTTI 7 Brazilian Journal of Marketing . Besides the articles in the special issue of Marketing Theory on CCT research. Minowa. with each new wave seeking to legitimize itself at the expense of those that have gone before. & Giesler (2013) calls for less focus on the individual as the agent of consumer behavior and more focus on structural variables as well as more managerially relevant work.e. & Wilson. This is a process that will continue. Conventional research practices are unable to deal with the specific characteristics of the Brazilian population. Similarly the paper in the special issue by Thompson. because Brazilian society offers a massive diversity of historical. and theoretical flavors of the month in CCT research. religious and cultural contexts that have enflamed a bubbling cauldron of consumption practices and expressions by urban groups. Ourahmoune & Özçğlar-Toulouse.. Maclaren. it is this. discussions and proposals from consumer culture researchers elsewhere in the world. and are powerless to lift the cloak of invisibility. demographic. These rich contexts and groups indicate a promising future for Brazilian consumer culture research and ethnographic methods. or just one of the possible versions of the past. Increasingly the research is theoryenabled (i. & Bradshaw (2013) call for more radical thinking and resistance to marketing cooptation. & Giesler has not been universally embraced however. Journals have increasingly privileged theory over context. there is a theoretical perspective before the research is begun).some already initiated . In the same special issue however. 2012. Coskuner-Bali (2013) shows how theoretical constructs within such movements legitimize themselves. gender. 2013. several other Marketing Theory papers have pointed to other lacunae in Consumer Culture Theory work to date. 2013). the elderly and the handicapped. Possible Futures: Brazil In Brazil. 2012. The great hope is that CCT will one day generate its own truly significant theories of marketing and consumption. 2013). One previously missing focus in CCT research that has been called out is work on non-Western contexts (Araujo.. but have rather built up a Brazilian “capital” of research projects and research groups. Arnold. If there is one thing that we would hope for in the future of CCT. fashions. We dare say that we have not yet developed a conscious and shared strategy for our reading. There are widespread demands to expand the cultural and historical viewpoints of CCT research.g. Askegaard & Eckhardt. for example. Besides taking a broader cultural perspective. Most CCT research continues to live somewhere between these two extremes and dialectically tacks between the data and prior theoretical literature in its analysis. Our exploration of possible future paths for consumption ethnography and market research encompasses reflections. suggesting a favorable outlook for Brazilian research. 2013. And indeed.. Sobh.that will continue the construction of this history. Cova. 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