Reality TV and the growth of ethnographic/qualitative research - coincidence or context?

Neil McPhee

All research and media exist by definition, like everything else, in context. The cultural shaping of (expectations) of methodologies, presentations, analytics, and values is not a surprise and while it is easy to deride the trivialisation brought about by reality TV, it has nonetheless done research a service by at least opening the door to ethnographic/ immersion techniques and presentation styles.

Reality TV and the Growth of Ethnographic/Qualitative Research – Coincidence, or Context?

Insight Reframed as a New Paradigm of Individualism Not Aggregation

Neil McPheeNuance Research Ltd., United Kingdom

THE HISTORICAL RESEARCH AND MARKETING PERSPECTIVE

Speed in the early 1900s was defined by the typical speed of horses and pedestrians, hence the early shock amongst populations at the speeds of trains and automobiles: speed in the New Millennium is defined by such things as the Internet, Concorde, and fast food, etc. Research is no different and advertising, and media in general, along with research, is framed within current cultural contexts....

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