Tales of Invisible Cities: Methodological Avenues For Multi-Sited Researcher Autoethnography

Yuko Minowa, Long Island University - Brooklyn Campus, USA
Pauline Maclaran, Royal Holloway, University of London, UK
Luca Visconti, Universita Bocconi, Italy
The present study discusses “xenoheteroglossic autoethnography” as a preliminary research method for multi-sited ethnography in consumer behavior. It is ethnographically-driven introspection by researchers from multiple countries with diverse cultural backgrounds. As a method, it is more intuitive, sensitizing, sense-making, and less expensive than traditional ethnography, and more inspiring and inquisitive than subjective personal introspection. As an illustrative example, three authors provide xenoheteroglossic autoethnography of their own consuming desires in the imagined, projected future city, illuminating the benefits, problems, and prospects. The study contributes to developing methodological canons for multi-sited autoethnography and to supplement the extant literature on ethnomethodology in consumer research.
[ to cite ]:
Yuko Minowa, Pauline Maclaran, and Luca Visconti (2010) ,"Tales of Invisible Cities: Methodological Avenues For Multi-Sited Researcher Autoethnography ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 680-681 .