week9-Ethics in Anthropology

[Last modified: December, 5 2024 11:24 PM]

Case 1 Research on women survivors of domestic violence in Pakistan involves several important ethical issues. The lack of written informed consent in research is a serious issue. The researcher must clearly tell participants what the research is about, what it will be used for, and the possible risks, and obtain their written consent. Even if participants volunteered to disclose their stories and names, the researcher still needed to make sure they understood the possible dangers of disclosing their identities, such as privacy breaches or security threats.

These women are survivors of domestic violence and they belong to a vulnerable group. There is a clear power gap between the researcher and the participants, especially in the shelter setting. The researcher must ensure that the interviews are entirely voluntary and that no pressure is exerted on the participants or their situation is used to facilitate the research. At the same time, the researcher needs to protect the psychological well-being of the participants.

Publicising participants’ stories and true identities could lead to further harm, such as retaliation from abusers or social discrimination. Researchers need to treat data with strict confidentiality and anonymise it in academic work, unless the participant has given explicit and fully informed consent.

Due to the sensitive nature of the research, the researcher also needs to ensure that the research process meets the highest ethical standards and that effective monitoring mechanisms are in place.

In summary, researchers should adopt a clear informed consent process, anonymise data, put in place a risk management plan and prioritise the safety of participants. Only then can research be conducted with respect and protection for participants.

week 8-Multimodal ethnography reflection

[Last modified: December, 5 2024 11:18 PM]

In this assignment, I experienced and recorded different sensory information by observing a coffee shop on campus. I noticed the sounds, smells, light and shadows, and tactile sensations of the place. For example, the sound of light footsteps, the faint aroma of coffee, the shadows created by the sunlight through the windows, and the cold touch of the table. These details gave us a more comprehensive understanding of the space.

Here I found it difficult to show these sensory experiences in their entirety with a single expression. Therefore, I chose to combine sound recordings and photographs. The sound recordings capture the subtle sounds of the environment, such as wind and conversation, while the photographs show the changes in light and shadow and the look of the space. This multimodal approach allowed us to share our observations more visually and made it easier for our audience to relate to our observational experience.

While reading Dattatreyan and Marrero-Guillamon’s article, I realised that multimodal approaches can break the limitations of traditional ethnography and provide richer ways of expression.Shankar’s article also mentions that multimodal tools can bring research to life and strengthen the connection between the researcher and the object being observed.

Through this assignment, I learnt the importance of multimodal approach. It is not only an innovation in technology, but also a new way of observation and expression. Recording and presenting in a non-textual way can make ethnographic research more comprehensive and vivid, and allow us to better understand and describe social life.

week 7- The anthropology of the body

[Last modified: November, 22 2024 06:12 PM]

I felt the anthropology of the body while queuing for milk tea with a friend. Queuing for milk tea is a perfectly ordinary thing to do, but it can be a good way to show how the body interacts with society. The process encompasses both physical sensations and the influence of social rules on our behaviour.

When you are queuing, your body first has to go and get used to being stationary. Standing in a stationary position, you adjust your posture to remain comfortable while avoiding getting too close to the people in front and behind you. This physical adjustment demonstrates how we can maintain our sense of space in a crowded environment. This fine-tuning of space and body is a silent form of social etiquette that reflects society’s demand for order. As the procession moves slowly, each individual needs to synchronise their pace. This seemingly simple behaviour actually demonstrates the influence of social structure on individual behaviour.

It is also very obvious how the body feels during this process. The surroundings, the aroma of the milk tea shop, the music in the background, and the conversations of others in the queue all affect the body’s sensations and emotions. This multi-sensory experience reminds us that the body is a medium for perceiving and experiencing the world while adhering to social rules.

The simple scene of queuing for milk tea demonstrates the close connection between the body and society. The body adapts to the rhythm of the queue through perception and adjustment, while social rules regulate individual behaviour through the form of the queue. In such a mundane everyday behaviour, the body and society interact with each other.

 

week 5 – reflection on the political dimensions

[Last modified: November, 10 2024 03:27 PM]

Exploring how visual culture influences consumer behaviour during digital shopping festivals can reveal political undertones. Many strategies in visual design are not just about aesthetics, but use specific cultural and social assumptions to inspire consumers to buy.

As a researcher, my position and background can also influence my analysis. It is important to understand how these visual elements guide consumers, but also to be aware that they may reveal or reinforce certain cultural biases. My findings may influence marketing strategies, revealing the potential impact of visual elements on consumer psychology. This revelation may trigger ethical thinking in the industry: does the use of these visual techniques in marketing exacerbate consumer manipulation? My research may expose gender bias in certain advertisements or prompt designers to re-examine the cultural implications of colour use, all of which have potential political implications.

To better deal with these complexities, I can adapt my approach to incorporate the consumer’s point of view. For example, interviews or focus groups can be used to understand consumers’ real reactions to these visual symbols, thus making the analysis more comprehensive. By involving both the researcher and the research subject, a meaningful research process is created together. This participatory approach reduces one-sided criticism and transforms research into a shared exploration of culture, consumption and visual impact. In addition to this, it helps us gain a deeper understanding of the role and impact of visual culture in digital consumption.

week 04- fieldwork exercise

[Last modified: October, 31 2024 04:04 PM]

At Covent Garden Market, near UCL’s main campus, I observed a striking phenomenon: not only does this vibrant market attract a large number of tourists and locals, it is also an ideal place to observe consumer behaviour combined with visual culture. Walking into the market, colourful shops, street performers and tempting food stalls intertwine to create a rich visual experience that influences customers’ consumption behaviour.

Here, merchants use a variety of visual design strategies to attract customers’ attention. For example, many stalls use bright colours and eye-catching logos to highlight their products, especially at food stalls, where the colour palette and the way they are placed often determine the choices made by customers. I have noticed that stalls selling flowers use brightly coloured flowers as the main visual feature, which immediately attracts the attention of passers-by. Customers often stop in their tracks due to the visual impact, which in turn creates a desire to buy.

In addition, the layout within the market is also influencing consumer behaviour. The open space and vibrant atmosphere prompts people to wander between different stalls, creating the possibility of impulse spending. This environment is closely related to the theme of my research, ‘The Role of Visual Culture in Shaping Consumer Behaviour’, in that the rich visual elements in the market promote customers’ purchasing decisions by enhancing their sense of participation and belonging.

Through this observation, I realised that visual design is not just about aesthetics, but is a key factor in shaping consumer behaviour and purchasing decisions. This communication of visual culture not only increased the attractiveness of the products, but also enabled customers to have emotional resonance with the brand, which in turn enhanced their willingness to buy.

Through this observation, I realised that visual design is not just about aesthetics, but is a key factor in shaping consumer behaviour and purchasing decisions.My approach will then combine visual observation and customer interviews to gain a deeper understanding of how visual culture influences consumer choices and behaviours in a market environment.

week 03- Excercise Positionality

[Last modified: October, 24 2024 04:56 PM]

In reflecting on my position in relation to my research question, I recognise the importance of my own background and experience in shaping the perspective from which I undertook this research. As someone who has worked extensively in the fields of digital marketing and visual design, I incorporated the perspective I wanted to analyse. This professional experience provided valuable insights but also introduced potential biases into my ethnographic study.

In this research, I am not just an observer of consumer behaviour, I am embedded in the very system I wish to critique. My work as an academic and practitioner involves creating visual strategies designed to influence consumer choices, which makes it crucial to reflect on how I may have inadvertently reinforced dominant consumerist ideologies. This has led me to think about the ethical implications of studying and utilising visual culture to drive consumption. Am I criticising the system or am I complicit in maintaining it?

Readings on decolonising anthropology and reflexivity have encouraged me to think deeply about how my research is not conducted in isolation. Faye Harrison’s work on the politics of knowledge production reminded me that research methods are never neutral – they reflect the power structures in which they develop. As a researcher deeply involved in digital marketing, I had to be careful about how my own biases might influence the way I designed and interpreted this research.

One change I considered in my research design was to incorporate a more collaborative approach, working with consumers from different cultural backgrounds to co-create research questions and interpret findings. As Veena Das and Michael Jackson suggest, paying close attention to the voices and experiences of participants can help avoid reducing them to mere data points.

By critically acknowledging my position, I aim to balance my internal perspective with a deeper, culturally contextualised understanding of consumer behaviour. This reflexive approach will help to ensure that my research not only reflects consumerist ideology, but also the underlying cultural connotations.

week 02: Observation Exercise

[Last modified: October, 16 2024 08:18 PM]

As I walked around UCL’s main campus, I noticed a number of visual elements that immediately connected to my interest in consumer behavior and visual culture. For example, near the campus, the store windows along Tottenham Court Road use bright, bold colors, similar to the techniques I saw during my Double Eleven internship. Red and orange, prominent in both digital and physical retail, are used to grab attention, especially in stores promoting discounts or new collections. Even UCL itself uses banners and posters with striking visuals to promote upcoming events.

One thing that struck me was how these visual strategies, whether in shop windows or in UCL’s public announcements, are designed to attract immediate attention. In retail, I noticed how the product displays are arranged to put the most popular or discounted items at eye level, similar to online shopping product pages that highlight the best products at the top. What’s more, UCL posters often use large fonts and vibrant colors. Both examples use an information hierarchy that directs the viewer’s eye to the most important content first. This reminds me of how digital interfaces guide users’ attention online.

In addition to this, I have observed how the design of the space affects the attention of the consumer. For example, the cafes around UCL, with their fashionable interiors and carefully designed menus, mimic online shopping platforms where each product is arranged to maximize its appeal. These cafes often use warm lighting and earthy tones to create an inviting atmosphere, similar to how website designs use soft tones and cozy visuals to keep users engaged.

The most obvious discovery through observation is how to engage emotionally through visual elements. For example, certain cafes and shops use designs that cater to specific cultural aesthetics, like Asian motifs or Afro-Caribbean patterns, which align with targeted demographics. A Harry Potter-themed store will have installations on the store window that have an atmosphere about the movie to attract the attention of passers-by.

Through my observations around UCL’s main campus, I’ve gained valuable insights into how visual strategies used in digital retail spaces also manifest in physical environments. This exercise strengthens my research focus on the role of visual culture in shaping consumer behavior.

Week 01 Draft Research Proposal

[Last modified: October, 9 2024 08:46 PM]

Topic:

The Role of Visual Culture in Shaping Consumer Behavior during Digital Shopping Festivals.

Research Question:

How do visual design strategies influence consumer behavior and shape the perception of products during major digital shopping events such as China’s Double Eleven?

Methods:

The study will employ a mixed-methods approach combining visual ethnography, content analysis, and semi-structured interviews.

  • Visual Ethnography:

Observational analysis of digital shopping platforms (e.g., Taobao, JD.com) during shopping events to document color schemes, visual layouts, and user interface elements.

Participant observation will also be conducted by engaging as a consumer, navigating various shopping sites and recording personal experiences to better understand user interaction with these visual elements.

  • Content Analysis:

Systematic coding of visual elements from a sample of product pages and advertisements, focusing on attributes such as color, text style and image arrangement (e.g., placement of products or symbolic motifs like discounts and clocks).

Analysis will differentiate between visual strategies used for different product categories (e.g., electronics, fashion, and cosmetics) to understand how visual culture varies across segments.

  • Interviews: Conduct interviews with e-commerce designers and consumers to gather insights on the strategic use of visual elements and their psychological impact on purchasing decisions.

Potential Findings:

This study is expected to reveal that visual culture plays a critical role in shaping consumer psychology and purchasing decisions, particularly through the use of culturally embedded symbols and colors. For example, in china, red and orange, frequently used during promotions, may not only signify urgency but also culturally resonate as auspicious colors, encouraging impulsive buying. The strategic use of pink for women’s products might reflect underlying gender norms in digital advertising. The findings could also highlight the cultural specificity of visual design strategies, suggesting that different color schemes and layouts are adapted based on targeted demographics and cultural contexts.

Relevancy:

  • Marketing and UX Design:

Findings will be valuable for UX designers and marketers by providing an evidence-based understanding of how visual strategies influence consumer perceptions and decision-making. It will offer practical insights into optimizing digital marketing strategies for different demographic and cultural contexts.

  • Gender Studies:

By examining gendered visual patterns, the research will contribute to discussions around digital representation and gender norms in advertising, providing a critical lens on how visual design can either challenge or reinforce stereotypes.

Conclusion:

By integrating sociological and anthropological methods, this research will offer a nuanced perspective on how visual culture drives consumer behavior in contemporary digital marketplaces.

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