Robert V Kozinets
Datos Biográficos
| ID | 104946 |
|---|---|
| NOMBRE | Robert V Kozinets |
| NOMBRES | Robert V |
| APELLIDO | Kozinets |
| FIRMA | KOZINETS R V |
| AFILIACIONES | University of Southern California |
| ORCID | 0000-0003-1724-8259 |
| VERIFICADO | Sí |
| TOTAL DE OBRAS | 40 |
| TOTAL DE CITAS | 735 |
| TOTAL COMO AUTOR | 38 |
| TOTAL COMO EDITOR | 2 |
| PRIMER AÑO DE PUBLICACIÓN | 2001 |
| AÑO MÁS RECIENTE DE PUBLICACIÓN | 2024 |
| ÍNDICE H | 12 |
Netnography evolved
Gift Giving in Enduring Dyadic Relationships
This article investigates the dynamics of long-term gift exchange between British mothers and their adult daughters, delving into the processes behind dyadic gift giving. Through 54 comprehensive interviews, we elaborate the micropolitics that characterize these dynamics. Micropolitics refers to the subtle, everyday interactions, including gift exchange, that shape the ongoing negotiation of roles and the management of conflict or consensus withi…
Social Movements and the Collective Identity of the Star Trek Fandom
Courtesy Stigma Management
Prior consumer research has tended to focus on identity-related stigma management of individuals toward their own stigma. However, little is known about the consumption-related identity work that stigmatized individuals undertake to discharge the courtesy stigma attached to close associates such as family members. Courtesy stigma refers to the discredit directed toward people who are closely associated with a stigmatized individual or group. Draw…
Consumer movements, brand activism, and the participatory politics of media
This is a scripted adaptation of a conversational podcast interview between Henry Jenkins and Robert Kozinets about contemporary consumer activism and its relationship to media studies. After the interview, the conversants agreed to develop the transcript of the conversation in order to be more relevant to a scholarly audience who are interested in how Jenkins’ ideas apply to the understanding and investigation of consumer culture today. The conv…
How Do Platforms Empower Consumers? Insights from the Affordances and Constraints of Reclame Aqui
Consumer feedback platforms offer consumers tools to provide feedback on their market and consumption experiences. Beyond broad prior characterizations, little is known about the specific means by which platforms affect empowerment. Elements of empowerment identified in extant studies include voice, choice, justice, inclusion, catalysis, and consciousness-raising. We research a popular Brazilian platform to learn how platforms facilitate and cons…
How Brands Craft National Identity
Drawing on cultural branding research, we examine how brands can craft national identity. We do so with reference to how brands enabled New Zealand's displaced Pākehā (white) majority to carve out a sense of we-ness against the backdrop of globalization and resurgent indigenous identity claims. Using multiple sources of ethnographic data, we develop a process model of how brands create national identity through we-ness. We find that marketplace a…
Netnography Unlimited
Rapidly growing volumes of data create opportunities. For netnographic researchers, they also create challenges. As the amount of data increases, collecting, understanding, and meaningfully combining data can become more difficult. Traditionally, the netnography research process was predominantly in the hands of humans with limited software support. We assert that advances in the field of artificial intelligence and deep learning in particular al…
Netnography Today
Netnography today is more relevant than ever. Netnography researches technocultural contexts, especially relating to social media, and these connective media have become a major part of the human experience. Netnographers seek to understand technocultures, the systems of meaning, value, and power that accompany people’s interactions with one another through technologies and with technologies themselves. Netnography includes interviews, immersion,…
The ethno/graphic novel
In this paper we disrupt established methodological boundaries in consumer research. We embark on a creative exploration to address the lack of an appropriate methodological toolkit. Graphic narratives have the potential to illuminate the social realities and humanly interesting themes underlying contemporary consumer culture. This potential is illustrated through introduction of the ethno/graphic novel, a “hyper-intense” merge of theory, data, r…
Wired TV
This collection looks at the post–network television industry’s heady experiments with new forms of interactive storytelling—or wired TV—that took place from 2005 to 2010 as the networks responded to the introduction of broadband into the majority of homes and the proliferation of popular, participatory Web 2.0 companies like Facebook, YouTube, and Twitter. Contributors address a wide range of issues, from the networks’ sporadic efforts to engage…
Consuming Technocultures
Ruminations on the current state of consumer ethnography
This chapter shows how researchers are using new topographies, technologies, and technocultural rituals and routines in order to reconceptualize what market actors are and do, and most especially, how they should be studied. Consumers, communications and consumption are all swept up in an anthropocenic streaming and scaping of various sorts, but particularly in our current time as regards the technological. The chapter focuses on an ethnographic …
Culture Jamming
Culture jamming refers to an organized, social activist effort that uses inverted, similar broadcast techniques to counter mass media messages that support the current technocapitalist system. Culture jammers often target issues such as the social equality, materialism, and environmental problems of technocapitalism, and they are often embroiled in debates around freedom of speech and expression. The concern may be related to Jürgen Habermas, for…
Networks of Desire
How is consumer desire transformed by contemporary technology? Most extant theory holds that technology rationalizes and reduces passion. In our investigation of networks of desire-complex open systems of machines, consumers, energy, and objects-we find technology increasing the passion to consume. Effects depend upon participation in the network, which can be private, public, or professional. Private participation tends to discipline passion int…
Brand Fortitude in Moments of Consumption
Applied Netnography
Amazonian Forests and Trees
Consumer-generated ratings and reviews play an important role in people’s experiences of online search and shopping. This article applauds and extends the thought-provoking response of de Langhe, Fernbach, and Lichtenstein (2016, in this issue) to Simonson’s (2015) assertions about the topic and suggests an agenda for future research. Follow-up research into the topic should emphasize the diversity of consumers and the multiplicity of their needs…
Netnography
Netnography is a specific approach to conducting ethnographic research that uses the archival and communications functions of contemporary Internet‐based technologies such as mobile phones, tablets, and laptop computers. Netnography seeks to reveal the essence of human beings in an increasingly technological age. Netnography begins with ethnography's participant‐observational, humanistic, and often socially critical stance and selectively adds sp…
Netnography
Netnography is a specific approach to conducting ethnography on the internet. It is a qualitative, interpretive research methodology that adapts traditional ethnographic techniques to the study of social media. As discussed in this entry, Netnography adds specific practices that include locating communities and topics, narrowing data, handling large digital datasets, analyzing digitally contextualized data, and navigating difficult online ethical…
Netnographic Analysis
I, Avatar
Tribes, Inc
You hold in your hands a book that spans current thought about the role of the tribal in contemporary commercial society. Its chapters cut across the continents ranging from the philosophical to the grounded, from critical conjecture to ethnographic evidence, sampling a range of tribal identities, activities and practices along the way. In this chapter, we seek to add another conceptual piece to the contemporary jigsaw puzzle that is the current …
Consumer Tribes
The ‘new dominant logic of marketing’ switches the view of firms as the principal economic producers and value creators to one in which customers are actively engaged in the value creation and marketing process (Normann and Ramirez, 1993; Vargo and Lusch, 2004; Wikström, 1996). This chapter examines how subcultures play an important role in enabling consumers to act proactively and productively in the market as entrepreneurs. Subcultures have oft…
Marketing Netnography
This paper builds upon a core metaphor of scientific methodological diffusion as a specialized form of the marketing of ideas. Using as an illustrative the development and spread of netnography, online ethnography of social media data, this paper explores the nature of the creation, legitimation, adoption, and spread of a new scientific method. Viewing method diffusion as a type of marketing suggests a range of implications. Ideas about the metho…
Adversaries of Consumption
This article focuses on consumer movements that seek ideological and cultural change. Building from a basis in New Social Movement (NSM) theory, we study these movements among anti-advertising, anti-Nike, and anti-GE food activists. We find activists' collective identity linked to an evangelical identity related to U.S. activism's religious roots. Our findings elucidate the value of spiritual and religious identities to gaining commitment, warn o…
Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man
This ethnography explores the emancipatory dynamics of the Burning Man project, a one-week-long antimarket event. Practices used at Burning Man to distance consumers from the market include discourses supporting communality and disparaging market logics, alternative exchange practices, and positioning consumption as self-expressive art. Findings reveal several communal practices that distance consumption from broader rhetorics of efficiency and r…
Utopian Enterprise
In this article, I examine the cultural and subcultural construction of consumption meanings and practices as they are negotiated from mass media images and objects. Field notes and artifacts from 20 months of fieldwork at Star Trek fan clubs, at conventions, and in Internet groups, and 67 interviews with Star Trek fans are used as data. Star Trek's subculture of consumption is found to be constructed as a powerful utopian refuge. Stigma, social …
Networks of Desire
How is consumer desire transformed by contemporary technology? Most extant theory holds that technology rationalizes and reduces passion. In our investigation of networks of desire-complex open systems of machines, consumers, energy, and objects-we find technology increasing the passion to consume. Effects depend upon participation in the network, which can be private, public, or professional. Private participation tends to discipline passion int…
The Wisdom of Consumer Crowds
Past theories of consumer innovation and creativity were devised before the emergence of the profound collaborative possibilities of technology. With the diffusion of networking technologies, collective consumer innovation is taking on new forms that are transforming the nature of consumption and work and, with it, society and marketing. We theorize, examine, dimensionalize, and organize these forms and processes of online collective consumer inn…
Ludic Agency and Retail Spectacle
Spectacular, themed environments have been theorized as places where play is limited and consumer agency is overpowered. In a multiperspectival ethnographic engagement with ESPN Zone Chicago, we find consumers resisting the rules, but only to a limited degree. Spectacular consumption possesses a do-it-yourself quality unrecognized in prior theory. Technology and screens are important to this form of play, which exhibits a transcendent character b…
Technology/Ideology
Through a systematic study of consumer narratives, this article models how technology ideologies influence consumer-level thought, speech, and action. Applying critical discourse analysis and articulation theory approaches, a semiotic square model represents the relations between Techtopian, Green Luddite, Work Machine, and Techspressive ideological elements in an ideological field. The narratives of individual consumers move between ideological …
Netnography evolved
How Do Platforms Empower Consumers? Insights from the Affordances and Constraints of Reclame Aqui
Consumer feedback platforms offer consumers tools to provide feedback on their market and consumption experiences. Beyond broad prior characterizations, little is known about the specific means by which platforms affect empowerment. Elements of empowerment identified in extant studies include voice, choice, justice, inclusion, catalysis, and consciousness-raising. We research a popular Brazilian platform to learn how platforms facilitate and cons…
Consuming Technocultures
Being in the Zone
Experiential consumption is a topic of growing interest in the social scientific and managerial literatures. While consumer experience is profoundly shaped by the built environment, a critical eye has been cast on the oppressive nature of themed environments. While offering multisensory sensual opportunities, themed retail environments cater primarily to the visual impulse and have been theorized to both direct and misdirect attention in ways ben…
Consumer movements, brand activism, and the participatory politics of media
This is a scripted adaptation of a conversational podcast interview between Henry Jenkins and Robert Kozinets about contemporary consumer activism and its relationship to media studies. After the interview, the conversants agreed to develop the transcript of the conversation in order to be more relevant to a scholarly audience who are interested in how Jenkins’ ideas apply to the understanding and investigation of consumer culture today. The conv…
Marketing Netnography
This paper builds upon a core metaphor of scientific methodological diffusion as a specialized form of the marketing of ideas. Using as an illustrative the development and spread of netnography, online ethnography of social media data, this paper explores the nature of the creation, legitimation, adoption, and spread of a new scientific method. Viewing method diffusion as a type of marketing suggests a range of implications. Ideas about the metho…
Amazonian Forests and Trees
Consumer-generated ratings and reviews play an important role in people’s experiences of online search and shopping. This article applauds and extends the thought-provoking response of de Langhe, Fernbach, and Lichtenstein (2016, in this issue) to Simonson’s (2015) assertions about the topic and suggests an agenda for future research. Follow-up research into the topic should emphasize the diversity of consumers and the multiplicity of their needs…
Don't read this; or, who cares what the hell anti-consumption is, anyways
EDITORIAL
How Brands Craft National Identity
Drawing on cultural branding research, we examine how brands can craft national identity. We do so with reference to how brands enabled New Zealand's displaced Pākehā (white) majority to carve out a sense of we-ness against the backdrop of globalization and resurgent indigenous identity claims. Using multiple sources of ethnographic data, we develop a process model of how brands create national identity through we-ness. We find that marketplace a…
Netnography
Netnography is a specific approach to conducting ethnographic research that uses the archival and communications functions of contemporary Internet‐based technologies such as mobile phones, tablets, and laptop computers. Netnography seeks to reveal the essence of human beings in an increasingly technological age. Netnography begins with ethnography's participant‐observational, humanistic, and often socially critical stance and selectively adds sp…
Courtesy Stigma Management
Prior consumer research has tended to focus on identity-related stigma management of individuals toward their own stigma. However, little is known about the consumption-related identity work that stigmatized individuals undertake to discharge the courtesy stigma attached to close associates such as family members. Courtesy stigma refers to the discredit directed toward people who are closely associated with a stigmatized individual or group. Draw…
Resonant Representations 2
Introduction to the Resonant Representations Issue of Consumption, Markets and Culture
Desert Pilgrim
After the crisis of representation, alternative forms of research representation have appeared increasingly within the social sciences. This poem with accompanying photographs is based on consumer research fieldwork conducted in 1999 at the Burning Man project, a countercultural and antimarketing event that occurs annually near Gerlach, Nevada. Incorporating informant interview data, the poem is intended to reflexively capture some of the emotion…
Gift Giving in Enduring Dyadic Relationships
This article investigates the dynamics of long-term gift exchange between British mothers and their adult daughters, delving into the processes behind dyadic gift giving. Through 54 comprehensive interviews, we elaborate the micropolitics that characterize these dynamics. Micropolitics refers to the subtle, everyday interactions, including gift exchange, that shape the ongoing negotiation of roles and the management of conflict or consensus withi…
The ethno/graphic novel
In this paper we disrupt established methodological boundaries in consumer research. We embark on a creative exploration to address the lack of an appropriate methodological toolkit. Graphic narratives have the potential to illuminate the social realities and humanly interesting themes underlying contemporary consumer culture. This potential is illustrated through introduction of the ethno/graphic novel, a “hyper-intense” merge of theory, data, r…
Being in the Zone
Experiential consumption is a topic of growing interest in the social scientific and managerial literatures. While consumer experience is profoundly shaped by the built environment, a critical eye has been cast on the oppressive nature of themed environments. While offering multisensory sensual opportunities, themed retail environments cater primarily to the visual impulse and have been theorized to both direct and misdirect attention in ways ben…
Utopian Enterprise
In this article, I examine the cultural and subcultural construction of consumption meanings and practices as they are negotiated from mass media images and objects. Field notes and artifacts from 20 months of fieldwork at Star Trek fan clubs, at conventions, and in Internet groups, and 67 interviews with Star Trek fans are used as data. Star Trek's subculture of consumption is found to be constructed as a powerful utopian refuge. Stigma, social …
Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man
This ethnography explores the emancipatory dynamics of the Burning Man project, a one-week-long antimarket event. Practices used at Burning Man to distance consumers from the market include discourses supporting communality and disparaging market logics, alternative exchange practices, and positioning consumption as self-expressive art. Findings reveal several communal practices that distance consumption from broader rhetorics of efficiency and r…
Desert Pilgrim
After the crisis of representation, alternative forms of research representation have appeared increasingly within the social sciences. This poem with accompanying photographs is based on consumer research fieldwork conducted in 1999 at the Burning Man project, a countercultural and antimarketing event that occurs annually near Gerlach, Nevada. Incorporating informant interview data, the poem is intended to reflexively capture some of the emotion…
Teaching Old Brands New Tricks
Retro brands are relaunched historical brands with updated features. The authors conduct a “netnographic” analysis of two prominent retro brands, the Volkswagen New Beetle and Star Wars: Episode I—The Phantom Menace, that reveals the importance of Allegory (brand story), Aura (brand essence), Arcadia (idealized community), and Antinomy (brand paradox). Retro brand meanings are predicated on a utopian communal element and an enlivening paradoxical…
Adversaries of Consumption
This article focuses on consumer movements that seek ideological and cultural change. Building from a basis in New Social Movement (NSM) theory, we study these movements among anti-advertising, anti-Nike, and anti-GE food activists. We find activists' collective identity linked to an evangelical identity related to U.S. activism's religious roots. Our findings elucidate the value of spiritual and religious identities to gaining commitment, warn o…
Ludic Agency and Retail Spectacle
Spectacular, themed environments have been theorized as places where play is limited and consumer agency is overpowered. In a multiperspectival ethnographic engagement with ESPN Zone Chicago, we find consumers resisting the rules, but only to a limited degree. Spectacular consumption possesses a do-it-yourself quality unrecognized in prior theory. Technology and screens are important to this form of play, which exhibits a transcendent character b…
Introduction to the Resonant Representations Issue of Consumption, Markets and Culture
Culture Jamming
Culture jamming refers to an organized, social activist effort that aims to counter the bombardment of consumption‐oriented messages in the mass media. For Habermas (1985), an ideal speech situation is one in which all participants within a public space are empowered to reach consensus on issues of mutual importance through engagement in symmetrical discourse. Culture jammers see contemporary public space as filled with distorted communications, …
Resonant Representations 2
The Wisdom of Consumer Crowds
Past theories of consumer innovation and creativity were devised before the emergence of the profound collaborative possibilities of technology. With the diffusion of networking technologies, collective consumer innovation is taking on new forms that are transforming the nature of consumption and work and, with it, society and marketing. We theorize, examine, dimensionalize, and organize these forms and processes of online collective consumer inn…
Technology/Ideology
Through a systematic study of consumer narratives, this article models how technology ideologies influence consumer-level thought, speech, and action. Applying critical discourse analysis and articulation theory approaches, a semiotic square model represents the relations between Techtopian, Green Luddite, Work Machine, and Techspressive ideological elements in an ideological field. The narratives of individual consumers move between ideological …
Networked Narratives
Word-of-mouth (WOM) marketing—firms’ intentional influencing of consumer-to-consumer communications—is an increasingly important technique. Reviewing and synthesizing extant WOM theory, this article shows how marketers employing social media marketing methods face a situation of networked coproduction of narratives. It then presents a study of a marketing campaign in which mobile phones were seeded with prominent bloggers. Eighty-three blogs were…
Netnography
Don't read this; or, who cares what the hell anti-consumption is, anyways
EDITORIAL
Tribes, Inc
You hold in your hands a book that spans current thought about the role of the tribal in contemporary commercial society. Its chapters cut across the continents ranging from the philosophical to the grounded, from critical conjecture to ethnographic evidence, sampling a range of tribal identities, activities and practices along the way. In this chapter, we seek to add another conceptual piece to the contemporary jigsaw puzzle that is the current …
Consumer Tribes
The ‘new dominant logic of marketing’ switches the view of firms as the principal economic producers and value creators to one in which customers are actively engaged in the value creation and marketing process (Normann and Ramirez, 1993; Vargo and Lusch, 2004; Wikström, 1996). This chapter examines how subcultures play an important role in enabling consumers to act proactively and productively in the market as entrepreneurs. Subcultures have oft…
Marketing Netnography
This paper builds upon a core metaphor of scientific methodological diffusion as a specialized form of the marketing of ideas. Using as an illustrative the development and spread of netnography, online ethnography of social media data, this paper explores the nature of the creation, legitimation, adoption, and spread of a new scientific method. Viewing method diffusion as a type of marketing suggests a range of implications. Ideas about the metho…
Netnographic Analysis
I, Avatar
Netnography
Netnography is a specific approach to conducting ethnography on the internet. It is a qualitative, interpretive research methodology that adapts traditional ethnographic techniques to the study of social media. As discussed in this entry, Netnography adds specific practices that include locating communities and topics, narrowing data, handling large digital datasets, analyzing digitally contextualized data, and navigating difficult online ethical…
Brand Fortitude in Moments of Consumption
Applied Netnography
Amazonian Forests and Trees
Consumer-generated ratings and reviews play an important role in people’s experiences of online search and shopping. This article applauds and extends the thought-provoking response of de Langhe, Fernbach, and Lichtenstein (2016, in this issue) to Simonson’s (2015) assertions about the topic and suggests an agenda for future research. Follow-up research into the topic should emphasize the diversity of consumers and the multiplicity of their needs…
Netnography
Netnography is a specific approach to conducting ethnographic research that uses the archival and communications functions of contemporary Internet‐based technologies such as mobile phones, tablets, and laptop computers. Netnography seeks to reveal the essence of human beings in an increasingly technological age. Netnography begins with ethnography's participant‐observational, humanistic, and often socially critical stance and selectively adds sp…
Sociology (30 obras) · Political science (19 obras) · Computer Science (16 obras) · Business (15 obras) · Consumer Behavior in Brand Consumption and Identification (15 obras) · Social science (13 obras) · Aesthetics (12 obras) · Art (11 obras) · Law (11 obras) · Psychology (10 obras)