Performativity and Belonging: Negotiating the Ethnographer and Her Field in Virtual Worlds
Consumer research has historically found the philosophical rendering of concepts such as agency and structure, essence and anti-essentialism, social stratification and social reproduction an eternal concern when theorising consumer phenomena. Within the disciplinary discussions of the researcher-respondent relationship however dualistic models endure. This paper explores this issue within the context of our own work as ethnographers in virtual worlds. To do this we present auto-ethnographic vignettes of our arrival narratives within these virtual worlds drawing on the concepts of performativity and belonging and conclude that the multiple co-constructions of self and other that we co-perform with our research subjects have many insights to offer consumer research, and to progress our understanding of our own real world research practice.
Citation:
Ioanna Nikolaou and Shona Bettany (2011) ,"Performativity and Belonging: Negotiating the Ethnographer and Her Field in Virtual Worlds", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 448.
Authors
Ioanna Nikolaou, University of Bradford, UK
Shona Bettany, University of Bradford, UK
Volume
E - European Advances in Consumer Research Volume 9 | 2011
Share Proceeding
Featured papers
See MoreFeatured
M1. How Rewarding is Your Rewards Program? Experiential vs. Material Rewards
Ayalla Ruvio, Michigan State University, USA
Farnoosh Khodakarami, Michigan State University, USA
Clay Voorhees, Michigan State University, USA
Featured
F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance
Wided Batat, American University Beirut
Featured
The Positivity Problem: Using Mass-Scale Emotionality to Predict Marketplace Success
Matthew D Rocklage, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Loran F Nordgren, Northwestern University, USA