Purpose -This paper discusses how netnography can be applied in order to conduct covert research on sensitive research topics. An analysis of a Danish internet message board on cosmetic surgery illustrates suggestions concerning modifications of netnography guidelines. Design/methodology/approach -Owing to the relevance of studying sensitive research topicsin particular when access to informants is difficult -netnography has been applied in an analysis of cross consumer online-communication about cosmetic surgery on a Danish internet message board. Methodological stages and procedures including entreé, data collection, analysis and interpretation have been followed. In terms of research ethics and member checks, however, the suggested guidelines have been modified. Findings -Empirical findings verify that consumers use internet message boards in order to exchange information and advice about cosmetic surgery. Especially the opportunity to masquerade and to cover their identities allows them to express attitudes, opinions, and experiences freely -and hence to study these in order gain deeper insights into consumption motives, concerns, and experiences. Originality/value -The paper suggests that netnography is a suitable methodology for the study of sensitive research topics, enabling the researcher in an unobtrusive and covert way to gain deeper insights into consumers' opinions, motives, and concerns. Based on a discussion of netnography's position in between discourse analysis, content analysis and ethnography, it is argued for the legitimacy of covert research, including a revision of existing guidelines for research ethics with regard to informed consent when conducting netnography.
We live in a time with increasing focus on the body and its perfection. The marketing environment is replete with products and services catering to the health, well-being, and beauty of bodies and, it is implied, of our souls. One of the more drastic and consequently also much debated and, at times, tabooed type of service and consumption within this field is cosmetic surgery. This article is based on interviews with 15 women who have had cosmetic operations. It examines what motivated their decision to have surgery; some of their thoughts and feelings before, during and after the process; and the ways in which the operation has influenced their life and self-identity subsequently. The material is analysed within a theoretical framework resting mainly on Anthony Giddens' work on self-identity in late modernity. This implies that cosmetic surgery is understood to be part of the individual's reflexive construction of self-identity, and leads to a focus on issues such as self-determination, self-esteem, and the relationship between body and identity. Finally, some relations between self-identity and the marketing institution are discussed. ᭧
PurposeThis paper aims to argue for and apply a polyphonic approach to corporate storytelling and organisational change communication. A participatory action research project demonstrates how recently developed inclusive methodologies that seek to create employee participation have been applied in a case company.Design/methodology/approachCase study based on a constructionist approach and four methodological foundations: participatory action research, co‐productive methods (such as organisational photography), appreciative inquiry and strategic change communication teams.FindingsResults of the organisational change process in the case company show that the application of a polyphonic approach to organisational change communication and storytelling, appreciative inquiry and strategic change communication teams created involvement in and enactment of organisational change based on employees, own values and stories in the case company.Research limitations/implicationsFurther research is needed that applies the methodological foundations of this study in other organisational contexts and under different circumstances.Practical implicationsThe methodologies and approaches applied in this case cannot be transferred to other organisations directly, but the paper seeks to inspire practitioners with regard to inclusive and empowering approaches to change communication and storytelling.Originality/valueArgues theoretically, presents and applies recently developed constructionist approaches and co‐productive methods.
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