The Seventh Moment: Qualitative Inquiry and the Practices of a More Radical Consumer Research
Journal of Consumer Research · 2001 · Volume 28 · Issue 2
Abstract
My intentions in this essay are fivefold: (1) to show how the discourses of qualitative inquiry and cultural studies in the seventh moment can be put to critical advantage by consumer researchers; (2) to discuss the cultural studies assumptions that define a consumer research agenda; (3) to offer a set of interpretive, methodological, and ethical criteria that can be used by consumer researchers; (4) to apply these criteria to a concrete case, a reading of the Hollywood “hood” films of the last decade; and thereby (5) to establish the relevance of this approach for the practices of critical consumer research. Throughout I use examples from the Black Arts Movement of the 1970s.
Keywords
Critical Theory, Minority Issues, Postmodernism/Poststructuralism, Text Interpretation
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