CCT Workshop

9.00am 30th Nov 2014
11.00pm 30th Nov 2014
CCT Workshop Info

This first Australasian Interpretive & Consumer Culture Theory Workshop aims to bring together local researchers at all career stages to learn from leading international researchers.

The workshop is designed to offer those interested in Interpretive Research and Consumer Culture Theory an opportunity to grow their skills, as well as network with others from the region and beyond.  

Over five sessions presenters will discuss applying a cultural lens, networked article writing, visual and projective methods and trends in qualitative consumer and marketing research, closing with a panel discussion.  In keeping with the interactive workshop format we may need to limit the number of attendees so please register your interest at your earliest convenience.  

We especially welcome later stage doctoral students and junior faculty who may not receive the necessary funding to attend similar workshops and conferences in Europe and North America.  

The workshop is supported by the Consumer Culture Theory Consortium (CCTC) and sponsored by the Association for Consumer Research through its conference grants program. In addition, there are two supporting and connected opportunities.  The Consumer Culture Theory Stream 14 in the ANZMAC program and a call for papers for a Special Issue of the Australasian Marketing Journal.

There are two supporting and connected opportunities:

(1) There is a Consumer Culture Theory Stream 14 in the ANZMAC program seeking competitive papers.  Papers that engage with the interpretive methods will be particularly welcome.  As will papers that are concerned with “cultural meanings, sociohistoric influences and social dynamics that shape consumer experiences and identities” (Arnould & Thompson 2005, p875).  The stream will be co-chaired by A/Prof Jan Brace-Govan (Monash University) and Dr. Lauren Gurrieri (Swinburne University).  Please submit papers using the ANZMAC conference process

(2) There is a Call for Papers for the Australasian Marketing Journal for a Special Issue broadly titled “Ethnography and Culture from Australasia” that invites submissions that engage with business or consumer culture through ethnography.  The aim of this special issue is to shine a light on the value of ethnography in offering insight into market mediated activities and practices from management practice to consumers’ everyday lives.  Selected papers submitted to the ANZMAC 2014 Consumer Culture Theory Stream may be invited to prepare a lengthier and more detailed submission for the AMJ (see   for guidelines.)

Registration Fee: $180

Workshop Co-Chairs: A/Prof Jan Brace-Govan and A/Prof Ekant Veer


Please note: There are no papers required to register the workshop. Check program for social events on Saturday and Sunday evenings.

Keynote Speakers

Eileen Fischer

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.

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Russell Belk

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.

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Markus Giesler

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.

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Julien Cayla

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.

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Robert Kozinets

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

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