Consumer Fetish: Commercial Ethnography and the Sovereign Consumer

摘要: What is the sovereign consumer that occupies such a central role in organizational discourse whose satisfaction has become an imperative? Our research draws from extended fieldwork world of commercial ethnography. analysis shows how ethnography implicated fetishization consumers, is, process understanding and managing markets, quasi-magical fascination with amalgams voices, images, artefacts comes about. We offer several contributions. First, we demonstrate pertinence (primarily anthropological) theories fetish to sensemaking. Second, describe distinctive market sensemaking sensuous, magical, analogical. Third, subtle critique ethnography, popular practice aims bring ‘real’ consumers life inside firm.