This article aims to extend the concept of collective reflexivity into marketing theory. We also identify the potential of ethnographic film-making as an approach for fostering collective reflexivity in social marketing. We focus on the making of an ethnographic film called Ngarali: The Tobacco Story of Arnhem Land, arguing that collective reflexivity is an important theoretical concept and practical objective in social marketing that can help address issues around creating social ties and social identity and of sharing metaphoric meaning. Conceptually, we argue that collective reflexivity encourages us to rethink reflexivity in social marketing and consumer research through a relational perspective. Furthermore, we extend current conceptualisations of collective reflexivity by identifying how sharing metaphoric meaning can act as a vehicle for its occurrence. We argue that facilitating collective reflexivity through ethnographic film-making can offer a more culturally respectful approach to social marketing.
The fundamental difference in focus between the fields of sociology and psychology, notably between discriminatory processes and cognitive processes, has limited attempts to consider intersectionality and Social Identity Theory (SIT) together. The aim of this chapter is to address this gap by combining intersectional and SIT approaches, recognizing their contributions and identifying issues and gaps. The chapter provides an overview of the epistemological and ontological differences between the two fields and the divergent ways intersectional and SIT scholars conceptualise individual and collective identity/ies. Close attention is given to the way multiple identities and groups are construed and interpreted. The chapter highlights the significance of conceptualizations of emergent identities, hybridity, practices and space for the study of identity. On this basis, itr examines how studies on spatial contexts of racialised masculinity and the bodily experiences of racialised men can enhance understandings of individual identity negotiations and group processes in specific locations.
This article adopts perspectives of family identity practice as an analytic lens to understand advertising response and attention in the family living room. By using an emerging approach that examines ethnographic data through the reflexive role of the researcher, the article brings a novel conceptualisation of advertising response as a set of domestically constructed consumption practices. Through this approach, it is shown how advertising response is performed by viewers in the family living room embedded within a network involving cultural ideologies, domestic discourses, advertising literacies, and viewing practices, but argues that the very configuration of these performances is itself developed by the researcher through broader scholarly debates about the politics of advertising response, viewing, and attention in the marketing and advertising research literature. The article argues that advertising response is not value neutral, it takes on different meanings for viewers beyond an advertising text's informational orientation, and response is understood to be a product of the research method that uncovers it. To better conceptualise advertising response and attention, the findings suggest that a deeper exploration of advertising response is required in terms of the researcher's reflexive role in constituting it.
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