Suchergebnisse

AbstractFollowing Belk's (1991) Consumer Behaviour Odyssey, the authors suggest the need for a new odyssey, one that focuses on consumers in virtual worlds. In this paper the authors discuss the relevance of virtual communities for marketers and how ethnographic research methods can be adapted to the online environment. The unique methodological problems, opportunities and ethical dilemmas for researchers are considered that online ethnography raises before an exploration of how discourse analysis can assist in the interpretation of data collected online. Copyright © 2002 Henry Stewart Publications.

Abstract

This is a study of women's magazine consumption in the home. It explores issues of time and space, and addresses the importance the women who took part in the study place on magazine consumption in their lives, given the 'juggling' lifestyle experienced by most of them. The study reveals family life to be a landscape within which these women carve out what they perceive as valuable and rare time and space for themselves. The authors argue that in contemporary family life women's magazines play a key part in the quest for me‐time and time away from others, in both a tangible and experiential sense.


Copyright © 2007 John Wiley & Sons, Ltd.