This paper focuses on the analytical importance of voice and the value of listening and representing voices in private contexts. It highlights the under-theorised position…
This paper focuses on the analytical importance of voice and the value of listening and representing voices in private contexts. It highlights the under-theorised position of relationality in family research. The paper introduces the listening guide as a unique analytical approach to sharpen researchers’ understanding of private experiences and articulations.
This is a conceptual and technical paper. It problematises voice, authority and analytical representation in the private location of family and examines how relational dynamics interact with the subtleties of voice in research. It also provides a practical illustration of the listening guide detailing how researchers can use this analytical approach.
The paper illustrates how the listening guide works as an analytical method, structured around four stages and applied to interview transcript excerpts.
The listening guide bridges private and public knowledge-making, by identifying competing voices and recognises relations of power in family research. It provides qualitative market researchers with an analytical tool to hear changes and continuities in participants’ sense of self over time.
The paper highlights how peripheral voices and silence can be analytically surfaced in private domains. A variety of studies and data can be explored with this approach, however, research questions involving vulnerable or marginal experiences are particularly suitable.
The paper presents the listening guide as a novel analytic method for researching family life – one, which recovers the importance of voice and serves as a means to address the lack of debate on voice and authority in qualitative market research. It also highlights the under-theorised position of relationality in tracing the multiple subjectivities of research participants. It interrupts conventional qualitative analysis methods, directing attention away from conventional coding and towards listening as an alternative route to knowledge.
This paper aims to provoke a conversation in marketing scholarship about the overlooked political nature of doing research, particularly for those who research issues of…
This paper aims to provoke a conversation in marketing scholarship about the overlooked political nature of doing research, particularly for those who research issues of social (in)justice. It suggests a paradigmatic shift in how researchers might view and operationalise social justice work in marketing. Emancipatory praxis framework offers scholars an alternative way to think about the methodology, design and politics of researching issues of social relevance.
This is a conceptual paper drawing on critical theory to argue for a new methodological shift towards emancipatory praxis.
As social justice research involves a dialectical relationship between crises and critique, the concept of emancipation acts as a methodological catalyst for furthering debate about social (in)justice in marketing. This paper identifies a set of methodological troubles and challenges that may disrupt the boundaries of knowledge-making. A set of methodological responses to these issues illustrating how emancipatory research facilitates social action is outlined.
Emancipatory praxis offers marketing scholars an alternative methodological direction in the hope that more impactful and useful ways of knowing can emerge.
The paper is intended to change the ways that researchers work in practical and concrete terms on issues of social (in)justice.
Although this paper is theoretical, it argues for an alternative methodological approach to research that reorients researchers towards a politicised praxis with emancipatory relevancy.
Emancipatory praxis offers a new openly politicised methodological alternative for addressing problems of social relevance in marketing. As a continuous political and emancipatory task for researchers, social justice research involves empirical encounters with politics, advocacy and democratic participation, where equality is the methodological starting point for research design and decisions as much as it is the end goal.