The Object of Research: Considering Material Engagement Theory and Ethnographic Method

Jonathan Bean, Bernardo Figueiredo, Hanne Pico Larsen

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The paper outlines a methodological approach for investigating how consumers create brand meaning using the material resources companies provide. The approach draws from Material Engagement Theory—to discuss the role of consumers in creating patterns of meaning by engaging with objects. It also explicates the role of objects in supporting this patterning. We explain how an in-situ diary tool (dscout, in our case) can be useful to support this approach. We demonstrate our methodological approach in the context of the Red Rooster Harlem, a cosmopolitan restaurant in New York, owned by the celebrity Chef Marcus Samuelsson.
Original languageEnglish
Title of host publicationEPIC 2017 Conference Proceedings : Perspectives
Place of PublicationArlington
PublisherAmerican Anthropological Association
Publication date2017
Publication statusPublished - 2017
EventEthnographic Praxis in Industry. EPIC 2017 - Montréal, Canada
Duration: 22 Oct 201725 Oct 2017


ConferenceEthnographic Praxis in Industry. EPIC 2017
Internet address
SeriesEthnographic Praxis in Industry Conference. Conference Proceedings

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