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This paper illustrates how memetics, the Darwinian science of culture and creativity, can be used to enhance brand positioning. Using a simple but powerful technique of memetic analysis, it is shown how marketers can unpack how brands are actually positioned in the minds of consumers in terms of their component memes, that is, their “genes of meaning”. A demonstration of the validity and reliability of memetic analysis is given through an investigation of how the notion of “healthy living” is positioned in the minds of consumers. The practical utility of memetic analysis in brand positioning is discussed, and the possibility is raised of using the analytical tool to increase profitability by “memetically modifying” brands with true, unique and compelling consumer values.

This paper aims to discuss the experiences of a group of eight user and carer researchers from learning disability and mental health services who worked together in a research project. The research was to find out about the changes that took place as over 300 people moved from hostel accommodation into independent tenancies. These moves were part of a three year project involving a partnership between a local authority and a housing association.

The evaluation was based on a model of user participation.

User involvement in research can mean different things with different levels of involvement, from consultation through to user‐controlled research. In this paper the authors discuss some of the challenges in doing this kind of evaluation study, as well as the opportunities that came from involving users and carers in the research. This includes how the researchers got involved and some of the activities they did.

The authors also describe some of the difficulties that were faced, including payments and criminal record checks. The ways in which people were trained and supported to take part and stay involved are outlined as well as how the group feel that they have learnt new skills and increased their confidence.

This paper adds the voices of the co‐researchers to the literature and provides “lessons learned” for other researchers in this area.

The objective of this paper is to provide a non‐technical introduction to the science of memetics and to suggest how this new discipline may be applied to the design and development of effective marketing campaigns. The technique is based on a neo‐Darwinian evolutionary model of information transmission that may be used to explain and predict the “infectiousness” of certain ideas and behaviours. It is argued that traditional marketing theories based on rational choice theory may rely on an impossible homuncular psychology and it is suggested that a viable alternative would be to understand customer behaviour from a memetic perspective ‐ the result of contagion rather than conscious choice. From the memetic paradigm the role of marketing communications becomes one of designing and engineering infectious “mind viruses” that will influence customer perceptions and behaviour. Whilst memetics is still in its infancy, it is suggested that memetic engineering may provide a viable and effective complementary framework to standard techniques for developing successful marketing strategies.

This book is the result of a selection of papers presented in the seminar held in Beijing in 2012. It is the third in chronological order of a seminar series on the comparative analysis of rural development in China, Brazil, and the EU. In previous seminars (2010 in Rome, 2011 in Porto Alegre) the focus was, first, on the nature and dynamics of rural development processes and, second, on the performance of rural development policies. In the third seminar (held in Beijing in November 2012), the focus was on actors and practices. What motivates the actors who are actively involved in rural development? And how do they structure their new practices? In this chapter, different stories on rural development practices between China, Brazil, and the EU are illustrated, highlighting the differences and also commonalities and similarities. In this story, the figure of the peasant appears crucial and in different dimensions: from the manager of natural resources who takes the greatest care of their condition in order to achieve the largest profits; to the innovator who builds on age old methods to find novel solutions with the available conditions, resources, and technologies, and who creates the right synergies for harmonious and positive impact solutions; to the rural villager who does with what he/she has and knows, but who at the same time is curious about innovations; to the father who is aware that he is responsible for building a future for his children. Peasant agriculture seems to go beyond its own limits through a transition process that has led to a paradigm shift moving away from the modernization and creating new opportunities and alternatives in terms of practices, products, and markets. These alternatives are now representing the base for a new autonomy and competitiveness of rural areas in an increasingly globalized world.

The purpose of this paper is to explore the core meaning of critical research.

It begins by noting the frequent divergence between “Real” history (which always marches to its own beat) and academic reflection that often fails to follow the beat of a progressive drum. Indeed, rather than facilitating a productive historical movement, scholarship may, at times, window‐dress brutality. These questions are examined by drawing on pertinent literature in social theory and cultural analysis. This work cautions that only continuous, unconditional, self‐reflective criticism provides a navigational path between barbarism and enlightenment. It proposes harnessing our full repository of critical scholarship to renew ever‐relevant forms of praxis (This is not the same notion of “practical” that involves berating workers in suits and white shirts.)

Unfortunately, an examination of contemporary progressive accounting literature exposes fundamental departures from these standards for criticism; that many fields have lapsed into a form relativism, enabling highly conservative political agendas. This degeneration is instigated at the outset of research, through an inappropriate choice of initial object for analysis (or “root metaphor”).

To address the predicament, this paper proposes a greater self‐awareness in framing the initial starting point, using a procedure drawn from Hegel and Marx's dialectics. To “test’ this methodology, the paper examines four streams of progressive accounting research: professional (e.g. Brilovian) analysis, Foucauldian (culturalist) studies, ethnographic studies, and epistemic contributions.

Each review offers suggestions for a dialectical reconstruction of the original, including a revised initial starting point (object) for the analysis.

The purpose of this paper is to find theoretical and practical linkages between social capital, network and community participation. The study examines the role of popular social capital and its forms in shaping community participation under the influence of socioeconomic status of individuals.

The paper uses household survey data (N = 135) from select north Indian villages to assess the role of social capital and individuals’ networks (measured through their network size) in participation. The participation is measured in terms of attendance and vocal participation.

The study finds significant evidence that the networks do not play a uniform role in collective participation. The elitist form of social capital exists in the community which can leverage the networks to their benefit, whereas many people, despite large network size, cannot actively participate. Social capital and networks are not entirely conducive for collective participation and favours a few in the community. Additionally, networks do facilitate information flow but do not help in achieving active engagement. Hence, the peer effect is not truly reflected in vocal participation all the time, especially in local governance context.

The conclusion of the study is based on small sample size from seven villages. Nonetheless, in light of the supporting literature available, it provides useful insights and triggers important questions that need microscopic analysis under the macroscopic umbrella of social capital.

On policy fronts, takeaway from this paper can be used for policy and law formulation for lower strata of the society such as labour law formulation and labour behavioural practices in community participation.

The research findings can be utilized for the emerging applications of social networks in understanding local governance and community engagement in developing societies.

This research has used a novel field experiment conducted by one of the authors himself. The empirical assessment of social capital and networks in local governance can be replicated elsewhere to study participation in other societies as well. In terms of policy, the research underscores the need of using social capital notion while assessing the community engagement in local governance.