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Resumo

Qualitative research has to market itself aggressively, both because academic publishers face more pressures to sell books, and because of the competitive funding climate where one often has to demonstrate methodological innovation as a condition for obtaining a grant. This article considers how social theorists have understood the issue of 'newness' and the pursuit of innovation as a cultural problem. It explores the issue in qualitative research through examining how we accomplish and recognize 'newness' in the texts we read and produce as academics, which include publisher's catalogues and grant applications, and through considering technological advances such as internet ethnography and video analysis.

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