Semiotics of Behaviour Change: Decoding the Community Narrative

Amrita Sood and Simon Pulman-Jones

Much discussion about the future of qualitative research has been concerned with our ability to immerse ourselves in the world of the individual, understanding the stories and narratives that underlie beliefs and attitudes.

Semiotics of Behaviour Change: Decoding the Community Narrative

Amrita Sood

Simon Pulman-Jones

INTRODUCTION

Much discussion about the future of qualitative research has been concerned with examining how to develop our ability to immerse ourselves in the world of the individual, understanding the stories and narratives that underlie beliefs and attitudes.

This paper will argue for the importance of going beyond individual narratives to focus more on the communities through which individuals find meaning and identity. We will suggest that in the post economic crisis world it is increasingly important to understand the dynamic way in which people make use of...

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