Assignment:
Consumption has become an activity laden in symbolic meaning in contemporary consumer culture (Belk, 1988; 2010). Working with the symbolic meanings associated with consumption (McCracken, 1986), contemporary consumers use consumption as a means of creating and maintaining a sense of identity (Wattanasuwan, 2005). Investigations of consumption communities, ranging from Apple enthusiasts (Belk and Tumbat, 2005) to Harley Davidson owners (Schouten and McAlexander, 1995), have demonstrated that consumption is often a key driver in the creation and maintenance of social links in consumer culture. In this regard, investigations of consumption communities can yield significant insights into the way that people consume.
You are tasked with researching a consumption community of your choice, from within the domain of Photography. For example, you may choose to research amateur or ‘die hard' photographers using their relevant community pages on Facebook, Instagram and Pinterest. Your efforts should be directed towards uncovering insights into the consumption cultures that exists within the community. You should focus on obtaining insights in relation to the consumption patterns of individuals (and groups of individuals) within the community.
To achieve this, you must use netnographic research techniques (see Kozinets Readings below).
Primary data, which is limited to research via social media must be integrated into your case study to substantiate your insights. To achieve a high mark, you must demonstrate an appreciation of relevant theory, by developing your insights in relation to this module's required reading. You should adopt standard EBS formatting procedures and complete a bibliography that includes references of all material used in the assignment.
To guide your research endeavours, the following research questions are suggested:
What role does consumption play in the creation of this consumption community?
How do community members use consumption to create their identities?
What symbolic meanings are associated with this consumption community?
How would you define the consumption community in relation to the literature (subculture of consumption, brand community, neo-tribe, brand cult etc.)?
Pick the questions that seem most relevant to your investigations and focus on depth of analysis rather than breath.
*Required to use Facebook to join a photography community group to pick up on post and comments, and screenshot them to discuss.