Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Beyond semiotics and hermeneutics Discourse analysis as a way to interpret consumers' discourses and experiences

Beyond semiotics and hermeneutics Discourse analysis as a way to interpret consumers' discourses... Purpose – This paper contends that the central question in understanding consumers' experiences is not what is said (lexical analysis) or why (ideological analysis), but how consumers relate these experiences. The purpose is to present a method called discourse analysis (DA) to examine consumers' narratives. This interdisciplinary perspective advantageously complements the lexical, content analytic or semiotic approaches traditionally used in marketing. Design/methodology/approach – In order to show the potential of DA as a method to analyze qualitative data, the paper reports on a research concerning consumers' shopping experiences. Data used stemmed from in‐depth interviews that are analyzed through a critical DA informed by discursive psychology and foucauldian approaches. Findings – DA allows marketers grasping the experiential value of shopping activities by depicting these experiences as ongoing constructions which meaning is constantly reinterpreted. DA also gives access to the various ways informants' manage their identity through narration. Hence, it challenges the simplistic dichotomy between consumers and producers and allows marketers to look at consumers as co‐producers of their lived experience. Given the scope of the study, the obtained results are situated and further researches should be conducted to critically analyze various types of discourses, produced by different actors. This paper shows the potential of DA in analyzing qualitative material. DA could be usefully employed to grasp the thoughts and feelings of the consumers. Rather than solely conducting lexical and/or semiotic analyses, marketers could use DA as a complementary investigation tool. Originality/value – Through DA, this paper suggests new ways for seeking knowledge about the consumers and the market. To this end, it presents DA principles and shows that it is too often neglected by marketers trying to analyze consumers' narratives. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research An International Journal Emerald Publishing

Beyond semiotics and hermeneutics Discourse analysis as a way to interpret consumers' discourses and experiences

Loading next page...
 
/lp/emerald-publishing/beyond-semiotics-and-hermeneutics-discourse-analysis-as-a-way-to-0LsiLXhWSA

References (75)

Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522750810864431
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper contends that the central question in understanding consumers' experiences is not what is said (lexical analysis) or why (ideological analysis), but how consumers relate these experiences. The purpose is to present a method called discourse analysis (DA) to examine consumers' narratives. This interdisciplinary perspective advantageously complements the lexical, content analytic or semiotic approaches traditionally used in marketing. Design/methodology/approach – In order to show the potential of DA as a method to analyze qualitative data, the paper reports on a research concerning consumers' shopping experiences. Data used stemmed from in‐depth interviews that are analyzed through a critical DA informed by discursive psychology and foucauldian approaches. Findings – DA allows marketers grasping the experiential value of shopping activities by depicting these experiences as ongoing constructions which meaning is constantly reinterpreted. DA also gives access to the various ways informants' manage their identity through narration. Hence, it challenges the simplistic dichotomy between consumers and producers and allows marketers to look at consumers as co‐producers of their lived experience. Given the scope of the study, the obtained results are situated and further researches should be conducted to critically analyze various types of discourses, produced by different actors. This paper shows the potential of DA in analyzing qualitative material. DA could be usefully employed to grasp the thoughts and feelings of the consumers. Rather than solely conducting lexical and/or semiotic analyses, marketers could use DA as a complementary investigation tool. Originality/value – Through DA, this paper suggests new ways for seeking knowledge about the consumers and the market. To this end, it presents DA principles and shows that it is too often neglected by marketers trying to analyze consumers' narratives.

Journal

Qualitative Market Research An International JournalEmerald Publishing

Published: Apr 4, 2008

Keywords: Consumer research; Consumer psychology; Narratives

There are no references for this article.