Three Dreams: New Qualitative Analysis in the Dreamworld

The dream economy throws up challenges in terms of how to do research. It also offers new forms of data that we must get to grips with if we are to understand the economy: current cultural phenomena such as amateur web pages, works of art and the appearance and disappearance of ‘celebrities’.

Three Dreams: New Qualitative Analysis in the Dreamworld

Rachel Lawes Lawes Consulting Ltd

Introduction

The conference for which this paper was developed recognises a new economy in which consumers participate. It is an economy in which the practical and functional value of things is eclipsed by their ability to serve as conduits for meaning; to stand as representative signs or symbols for things of the imagination ideas, hopes, aspirations and dreams. At its very simplest, this means that the value of a pair ofshoes, say, no longer resides in...

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