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Conceptualizing A Transformative Research Agenda, David Crockett, Hillary Downey, A Firat, Julie Ozanne, Simone Pettigrew
Conceptualizing A Transformative Research Agenda, David Crockett, Hillary Downey, A Firat, Julie Ozanne, Simone Pettigrew
David Crockett
Transformative consumer researchers seek to enhance consumer well-being by tackling some of the more difficult and intractable social problems and getting the results into the hands of stakeholders who can apply the research findings. Although traditional research approaches offer a viable path for doing research seeking positive social change, alternative research approaches exist that are uniquely suited to the challenges of Transformative Consumer Research. This article examines the standard research process from the perspective of a transformative research agenda to highlight steps in the process that can be better adapted and suggests innovations inspired from other translational research programs.
Cultural Diversity In Television Narratives: Homophilization, Appropriation, And Implications For Media Advocacy, Cristel A. Russell, Hope J. Schau, David Crockett
Cultural Diversity In Television Narratives: Homophilization, Appropriation, And Implications For Media Advocacy, Cristel A. Russell, Hope J. Schau, David Crockett
David Crockett
This research explores the role of cultural diversity in the construction of consumer identity, and in particular, how cultural diversity is appropriated through television viewing. Data based on depth interviews and surveys of young adults who created brand collages centered on a television-based character reveal that viewers identify and engage with television narratives through a process of “homophilization”; that is, they actively envision various features of television narratives as similar to themselves and their own lived experiences. The data also show that homophilizing processes are enacted primarily by customizing the narrative, or textual poaching, in which the consumers insert themselves …