Sticking Pieces Together: Representing Messiness in Consumer Research Through the Use of Collage

Aurelie Brockerhoff, Usva Seregina

    Research output: Contribution to journalArticlepeer-review

    2 Citations (Scopus)
    44 Downloads (Pure)

    Abstract

    This paper presents collage-making as an art-based research method that can be engaged throughout the research process in order to enhance a reflexive consumer research practice. We argue that such an approach is specifically useful for researching contested spaces, as collage can help navigate the ‘messiness’ of such research. To illustrate how collage can support a critically engaged academic practice, we present an on-going collaboration between the authors that explores consumer culture in a conflict setting. We show that when taken on as a comprehensive, reflexive approach to consumer research, collage-making facilitates an exploration of research contexts in a more affective, interactive, contextualised, and embodied manner. In this way, collage allows to communicate research contexts as they are lived and experienced, rather than through the lens of pre-existing structures of research.
    Original languageEnglish
    Pages (from-to)1727-1755
    Number of pages29
    JournalJournal of Marketing Management
    Volume38
    Issue number15-16
    Early online date7 Dec 2022
    DOIs
    Publication statusE-pub ahead of print - 7 Dec 2022

    Bibliographical note

    © 2022 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any med-ium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.

    Keywords

    • Collage
    • art-based research
    • alternative research methods
    • messiness
    • occupied Palestinian territory
    • reflexivity

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