Week 9: Ethics in Anthropology

[Last modified: November, 30 2024 01:45 PM]

If I were on the Anthropology Ethics Committee, my ethical considerations and recommendations for the first case are as follows:

Informed Consent

The first and most critical issue is informed consent. The student must obtain written informed consent from the participants, as this is essential for the ethical compliance of the research and the protection of the interviewees’ rights. The process of obtaining consent should include the following steps:

First, the student needs to communicate thoroughly with the participant, clearly explaining the purpose of the research and specifically stating the intent to use her interview experiences for academic purposes. During this process, the student must fully inform the participant of any potential risks and consequences, such as the possibility of re-exposure to domestic violence or facing other societal impacts. This process must include a complete written record or audio recording to ensure that the participant fully understands the context of the research and can make an informed choice.

Second, throughout the research process, the student must strictly protect the privacy of the participants. Even if the interviewee agrees to disclose personal information, the student still needs to obtain explicit, voluntary written consent. If consent is not obtained, all identifying information of the participants must be anonymized. At the same time, participants must be allowed to withdraw from the research at any time, and their personal wishes should be respected.

Data Management

The student should establish a secure and reliable data storage system. They can use school-provided cloud storage platforms or secure spaces such as OneDrive. Additionally, original data should be deleted promptly after the research is completed.

Mental and Physical Well-Being

The overall well-being of the participants must be fully considered. This includes communication with relevant government departments or shelter organizations to provide ongoing psychological support and counseling services for the participants. It is not only important to ensure safety during the research process but also to provide necessary resources and assistance for the participants’ long-term psychological recovery.

By following these rigorous ethical review processes and detailed protective measures, the student can conduct sensitive research while respecting the rights of the participants and upholding the ethical standards of academic research.

Week 8: Multimodal ethnography

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To complete this observation, I chose to leave the building and head to a bustling street near the entrance. This street was particularly crowded during lunchtime, with many people holding bread or other food items. Initially, while standing indoors and merely observing these scenes, I did not feel hungry, even though I had not yet eaten lunch. However, the moment I stepped outside and pushed open the door, I was instantly enveloped by the aroma of food and the sound of relaxed conversations. These overlapping sensory stimuli quickly transformed my state of mind. My awareness of hunger intensified, and the cold air outside further amplified my desire for warmth and food. At that moment, I was filled with an urgent longing for a hot cup of coffee in my hand.

During my observation, I also noticed the facial expressions of hurried passersby as they acquired food or coffee. Their looks of satisfaction and relaxation resonated deeply with my own emotional state. This scene allowed me to understand the significant impact of sensory stimuli on emotions and behavior. Simultaneously, it made me realize the limitations of relying solely on text to capture the complexity of these sensory experiences.

To present these observations more vividly and accurately, employing multimodal methods is essential. A combination of photographs, audio recordings, and text would allow for a comprehensive depiction of the scene’s complexity and richness. Audio and visual elements can provide detailed insights into the external environment, while text can supplement by conveying subjective feelings evoked by sensory stimuli. Additionally, video recordings can dynamically capture changes over time, offering a more immersive understanding of the scene.

By integrating these multimodal methods, the observation’s context and emotions can be fully represented, creating a vivid narrative that invites the audience to experience the scene from multiple perspectives.

Week 7：Body Ethnography

[Last modified: November, 20 2024 12:46 PM]

On this weekend, my friend and I went shopping to find warmer clothes for the season. As we stepped into the mall, a wave of warmth greeted us, in stark contrast to the biting cold outside. Christmas music played softly throughout the space, and every floor was adorned with festive decorations and seasonal clothing displays. The cozy and relaxing atmosphere enveloped us as we walked closely together, our conversations becoming livelier. The music subtly influenced our movements, and I noticed how we were not only interacting with each other but also engaging with the carefully curated environment of the mall.

When my friend tried on a sweater, her body language shifted subtly. In front of the mirror, she appeared hesitant and uneasy, repeatedly adjusting the sleeves and hem of the sweater. Her tone revealed dissatisfaction with her body. The soft lighting of the mirror amplified her figure, encouraging her to compare herself to an “ideal image.” The design of the fitting room, the mall’s ambiance, and the polished appearance of other shoppers subtly pressured her choices and emotions. Later, as we continued browsing, her steps slowed, and she began focusing more on observing other shoppers’ outfits, reflecting how her consumption behavior was influenced by societal expectations.

While observing other shoppers, I noticed a stark contrast in how they interacted with the space. Confident and relaxed individuals removed their coats, embracing the warmth and blending seamlessly into the mall’s ambiance. In contrast, more reserved or self-conscious shoppers kept their heavy coats on, their hands buried in their pockets, as though shielding themselves from the environment despite its comfort. These subtle differences in bodily comportment revealed the extent to which personal emotions and confidence levels shaped interactions within the same space.

Throughout the shopping experience, bodily sensations played a crucial role. The warmth of the mall and the soft texture of the clothing provided comfort through touch, while the rhythm of the Christmas music created a relaxing auditory environment. Actions such as trying on clothes, adjusting garments, and observing other shoppers reflected emotional responses and self-evaluation.

In this setting, social norms and cultural expectations shaped bodily comportment. The festive atmosphere reinforced idealized notions of “beauty” and “fashion” within consumer culture. The act of self-checking in front of the mirror and discussing appearances with friends revealed the subtle societal pressures on physical appearance.

The relaxation I felt and the behavioral changes I observed in myself and my friend made me more attuned to the interaction between bodies and culture. I became increasingly aware of how the environment shaped behaviors, uncovering the hidden political dynamics of consumer culture—for instance, how environmental design manipulates consumer emotions and bodily actions to influence decision-making.

Week 5: Anthropology and Activism

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In my research, “The Impact of Socialized Consumption on Young People’s Shopping Decisions and Identity Construction,” it is assumed that social media platforms play a dominant role in influencing young people’s consumption behavior and identity construction, implying a critical perspective on the potential control and consumerism exerted by these platforms. By examining how these platforms shape young people’s purchasing decisions and self-expression through sharing and recommendations, the research raises questions about the power of these platforms, especially concerning the issue of “over-consumption.”

This assumption is inherently political, as it involves analyzing power structures and how platforms influence young people’s autonomy and decision-making.

Additionally, the research may reveal differences in socialized consumption across cultural backgrounds and social classes, promoting more culturally inclusive marketing strategies and platform designsAt the same time, this could encourage policymakers and platform operators to reconsider their ethical responsibilities in guiding consumer behavior.

As a researcher, my positionality plays an essential role in this project. I am a young social media user who frequently engages with Instagram, TikTok, and Red, sharing and browsing shopping experiences, which allows me to deeply understand how these platforms affect user behavior. However, this dual identity might lead me to sympathize with young consumers in my research, assuming they are significantly influenced by social media and potentially underestimating their autonomy. This bias also reflects in my gender assumptions, such as viewing women as more research-oriented and rational in shopping decisions compared to men. To maintain objectivity in my research, I must continuously reflect on these personal biases to avoid focusing too narrowly on the consumer behavior of a specific group.

This reflection has prompted me to incorporate more diversity and openness in my research methods. I will include participants from different cultural backgrounds and social classes to gain a more comprehensive perspective. Additionally, I will use open-ended questions in interviews and observations, avoiding excessive assumptions to allow participants to freely express their experiences and views. Through reflexive journaling and regular self-assessment, I aim to respect participants’ authentic voices and achieve a more comprehensive understanding of socialized consumption.

Week 4：Fieldnotes and Fieldworkers

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Based on my intention to stay for an extended period and record people’s behavior in detail, I chose Starbucks as the site for my fieldnotes observation. Upon entering the coffee shop, I purchased a coffee to gain what felt like a legitimate personal space. I realized that this act of consumption appeared to grant me a sense of secure occupation within this public space. Consequently, I found myself becoming part of the crowd I was observing, resonating with their behavior, where consumption served as an “entry ticket” to occupy this space.

During the subsequent 15-minute observation at Starbucks, I noted the keyword “consumption and spatial usage.” I observed that many people who secured seats after making a purchase brought laptops, using the coffee shop as a workspace. Across various age groups, customers were generally well-dressed and presentable, reflecting not only their consumption level but also their social identity and lifestyle. Customers with more Starbucks products on their tables seemed to gain greater spatial privileges, allowing them to occupy cosy corners or multiple tables comfortably while working or conversing at ease.

After asking a staff member, I learned that one could use the coffee shop space without making a purchase. Nevertheless, customers who bought little or nothing displayed a sense of unease, often opting for seats near the entrance and generally not staying long. This pattern of spatial usage and its implicit hierarchy led me to recognize that consumption is not merely a means of satisfying needs; it also provides patrons with greater security in occupying the space and selecting more comfortable seating options.

I even observed individuals entering to ask for the restroom location; after inquiring with staff, they would proceed to place an order. Some did so voluntarily, while others lingered over the menu, showing signs of hesitation. I recorded these details and keywords, such as Consumption and Space, Private Space, Spatial Hierarchy, and Implicit Rules, progressively illustrating how consumption shapes spatial usage norms within public settings.

Week 3: Positionality and Reflexivity

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Personal Experience and Research Interest

My research focuses on “socialized consumption,” aiming to explore how social media platforms, such as Instagram, TikTok, and Red, influence young people’s shopping decisions and identity construction. I will examine how these platforms, through sharing, recommendations, and showcasing consumption experiences, shape the purchasing habits and self-perceptions of young consumers. The research questions I aim to address include: How does socialized consumption influence young people’s shopping habits and decisions? How do social media platforms impact their identity construction? And how do peer interactions and recommendations affect shopping choices?

As a young person, I frequently use social media, and this behavior has become an integral part of my daily life. Before making purchases, I often browse shopping reviews on Red, especially when I see other young women posting photos of themselves trying on clothes or taking selfies. These posts often trigger a strong desire in me to purchase similar items. After making a purchase, I also share my experiences on the platform, hoping that my reviews can influence others’ shopping decisions. I can relate to the ways young people use social media for shopping, particularly how they express their identity through consumption. Some young people may buy products they are not genuinely interested in due to peer pressure. My personal experience has motivated me to explore the impact of social media on shopping behavior and identity construction further, and to investigate how social expectations conflict with individual preferences, affecting purchasing behavior.

Gender Bias in Shopping Behavior

As a woman, I hold a preconceived belief that women tend to spend more time browsing and researching before making a purchase, appearing smarter and more experienced, while men often seem more clumsy in this regard. At the same time, I also recognize that I am easily drawn to exaggerated titles and flashy advertisements. For instance, during the summer, I once saw my favorite influencer share her fall and winter wardrobe. Although I did not need the items at the time, I purchased several pieces in advance, only to forget about them later. These experiences have helped me better understand how social media influences young people’s purchasing decisions and encourages “over-consumption.” At the same time, I need to be mindful of how men engage with social media when browsing products, ensuring I do not fall into gender stereotypes when interpreting their behavior.

Cultural and Social Class Considerations

I share a similar cultural background with my research subjects (Chinese young consumers), which allows me to better understand their shopping habits and decision-making processes. However, I am aware that I may overlook differences in consumption patterns among people from other cultural backgrounds. Therefore, I must remain vigilant and not assume that Chinese consumption behavior is universal, while ignoring the differences between cultures.

Young people from different social classes may have varying purchasing power and shopping behaviors. Wealthier young people may be more inclined to buy luxury goods, while those under more economic pressure may focus more on discounts and promotional offers. In my research, I must avoid overly focusing on the consumption patterns of middle- and upper-income groups and consider how social class differences affect shopping behavior.

Additionally, some users are skilled at using search functions or algorithmic recommendations, while others may passively consume content. In my research, I will need to account for differences in users’ technological literacy and investigate how varying levels of digital proficiency impact consumer behavior on social media platforms.

Reflexivity in the Research Process

As an active social media user, I have an in-depth understanding of how socialized consumption operates, which gives me an advantage in analyzing how young people make purchasing decisions through social platforms. However, I am also aware that my personal biases, particularly those related to gender and social class, could lead me to overestimate the influence of social media. Therefore, I will maintain an open attitude during interviews and observations, avoiding over-reliance on preconceived assumptions. I will pay special attention to the differences in shopping behavior between male and female consumers on social media and consider the influence of social class on consumption habits, ensuring that my research does not focus solely on middle- and upper-class behaviors. As Lila Abu-Lughod has pointed out, positionality and cultural research are closely intertwined, reminding me that I must continually reflect on how my gender, cultural background, and personal experiences influence my data collection and interpretation, ensuring that I can encompass consumers from various backgrounds and identities, and present a comprehensive view of young people’s diverse consumption behaviors (Abu-Lughod, 1991).

Week 2

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During my 45-minute participant observation, I selected the area around Gordon Square as my field site. This choice was based on its unique environmental characteristics: one side is adjacent to academic buildings, where there is heavy foot traffic, and the other side consists of a quiet garden filled with greenery. This combination of environments made it an ideal place to observe diverse social behaviors, especially those of the student population and their daily interactions.

Near the academic buildings, foot traffic was relatively dense, and people walked with hurried steps. I observed many students walking in pairs or small groups, but rarely in large groups. Most people engaged in conversation while walking, especially those accompanied by friends, and their voices were noticeably louder, likely due to the noisy environment along the roadside. In contrast, individuals walking alone tended to use headphones, seemingly creating a private, enclosed space through the use of technology in an otherwise busy environment.

This led me to reflect on the impact of the physical environment on human behavior. The noise and fast pace appeared to demand more focused forms of interaction, or, alternatively, the use of headphones to isolate oneself from the surrounding clamor. People adapted to this fast-paced, noisy environment by controlling their social interactions, which demonstrates a flexible response to space and situational demands.

In contrast, the central garden of Gordon Square presented a markedly more tranquil environment, filled with plants and greenery. The peaceful atmosphere encouraged people to relax and slow down. I noticed that pedestrians generally walked at a slower pace, and some even stopped to enjoy a brief moment of calm. Conversations in this area were also quieter, which seemed to reflect the serene environment.

This part of my observation deepened my understanding of the “thickness and detail of everyday life.” Even in what might appear to be an ordinary setting, environmental changes had a significant influence on people’s behaviors. I also observed that individuals spent longer periods of time dining in this environment. The greenery and quiet atmosphere of the garden encouraged people to relax and enjoy their surroundings.

Along the road near the garden, I could smell the scent of food, likely from nearby food vendors or shops. This olfactory element added another layer to the sensory experience, further enriching the social behaviors observed in this area. Many students purchased food here and shared meals with friends. This aligns with the concept of “embodied learning” mentioned in the lecture, illustrating how individuals engage with their surroundings not only through sight and sound but also through other senses such as smell.

People in Gordon Square adjusted their behavioral patterns according to the different spaces they occupied, adapting to the surrounding environment. Through this participant observation, I became more aware of how different physical environments—such as the noisy street and the quiet garden—shape human behavior, social interactions, and sensory experiences.

[Last modified: October, 8 2024 04:59 PM]

Topic

Exploring the Impact of Socialized Consumption on Young People’s Shopping Decisions and Identity Construction

This research examines the phenomenon of “socialized consumption,” emphasizing how social media significantly influences young people’s shopping decisions and identity formation. In today’s digital age, shopping has transcended mere product acquisition and evolved into a social activity shaped by interactions on platforms such as Instagram, TikTok, and Little Red Book. The study posits that the sharing, recommendations, and display of consumption experiences among individuals on social media have profound impacts on young consumers’ purchasing habits and self-perception.

Research Questions

To explore this topic, the study will investigate several key research questions: How does socialized consumption influence young people’s shopping habits and purchasing decisions? In what ways do social media platforms impact the identity construction of young consumers? How do peer interactions and recommendations affect shopping choices? Additionally, the research will consider the significance of sharing consumption experiences, the influence of cultural differences on socialized consumption, the ethical issues that may arise from social media’s impact on consumer behavior, and how young consumers balance personal desires with social expectations in their purchasing decisions.

Methods

To address these questions, the study will employ ethnographic methods to collect qualitative data. Participant observation will take place in shopping environments such as malls and pop-up stores to understand how young people use social media during their shopping experiences. Interviews will provide in-depth insights into personal experiences and the social pressures faced by young consumers. Social media analysis will focus on shopping-related content to identify trends, while surveys will capture broader perspectives on social media usage, peer influence, and attitudes toward socialized consumption.

Potential Discoveries

The potential discoveries of this research may include insights into how shopping behavior reflects consumers’ social relationships and self-image, the significant role of peer influence in purchasing decisions, and the enhancement of community and belonging through shared shopping experiences. Furthermore, the study will highlight cultural differences in socialized consumption practices and reveal the tensions experienced by people between personal preferences and social expectations. Ultimately, this research aims to deepen our understanding of the interplay between social dynamics and consumer behavior among youth in contemporary society.

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