The dig - is archaeology the new ethnography?

Simon Blyth and Simon Roberts

How market research has failed to deal with material culture is astonishing. The irony cannot be escaped: an industry largely concerned with the consumption of things (products), yet takes as its singular unit of analysis (consumers).

The dig – is archaeology the new ethnography?

Simon BlythUnilever plc, United Kingdom

Simon RobertsIntel, Ireland

INTRODUCTION

Archaeology is the study of the human past, using stuff. (King 2005:11)

It is archaeology's use of stuff in studying, understanding...

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