Memes as Shortcut to Consumer Culture: A Methodological Approach to Covert Collective Ideologies

Objective: the paper proposes the methodological use of memes as a shortcut to explore consumer culture. Memes as cultural texts can reveal collective circulating ideologies that may not be accessed through regular interviews. Context: memes are cultural texts that convey easy-to-understand message...

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Bibliographic Details
Published in:RAC - Revista de Administração Contemporânea
Main Authors: Elisa Priori de Deus, Roberta Dias Campos, Ana Raquel Rocha
Format: Artigo
Language:Inglês
Published: Associação Nacional de Pós-Graduação e Pesquisa em Administração 2022
Subjects:
Administración y Contabilidad
Memes
cultural text
consumer ideology
qualitative research
culture and consumption
Online Access:https://www.redalyc.org/articulo.oa?id=84070245002
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