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Research Title
Unboxing the Unknown: An Ethnographic Study of Blind Box Culture
Introduction
The research problem in Unboxing the Unknown: An Ethnographic Study of Blind Box Culture centres around the rapid rise of “blind boxes” as a cultural and consumer phenomenon, particularly among younger demographics. Originating in Japan, blind boxes have spread globally, becoming particularly popular in China, where they embody elements of surprise, collection, and exclusivity (Whyke et al., 2023). The “blind box” phenomenon, where consumers purchase sealed packages without knowing the specific item inside, goes beyond consumer behaviour to touch on ritualistic practices that speak to deeper human desires for surprise, mystery, and connection. Rooted in the excitement of randomness and the appeal of collectible culture, blind boxes foster a sense of community and identity among enthusiasts, creating social bonds in both virtual and real-world spaces. This study aims to examine how these practices serve as a reflection of, and response to, the uncertainties of modern life. By investigating the rituals of unboxing, sharing, and trading, the research seeks to understand how participants construct identity, negotiate social ties, and engage with consumerism as a form of meaning-making. It also explores how blind boxes may provide comfort in their controlled unpredictability, echoing anthropological theories on material culture and the social aspects of consumption.
Research Questions
What motivates individuals to engage in blind box purchasing and collecting?
How does the contemporary blind box phenomenon compare with historical forms of mystery-driven or surprise-based consumer practices in different cultures?
How do participants in blind box culture assign value to their collections, and what criteria determine which items are deemed more desirable or valuable?
Methods
1. Participant Observation
Purpose: To understand firsthand what motivates individuals to purchase and collect blind boxes and to observe how they assign value to their collections.
Method: Attend blind box unboxing events, toy conventions, and online group gatherings where participants meet, trade, and discuss their collections. Observe the rituals and interactions involved in unboxing, assessing motivations and preferences around the items received.
Data Collection: Document behaviours, conversations, and emotional responses associated with the blind box experience. Note how participants communicate about value, rarity, and desirability.
2. Semi-Structured Interviews
Purpose: To capture participants’ personal motivations and values and to understand how blind box culture aligns with or diverges from historical consumer practices.
Method: Conduct interviews with collectors and casual buyers, using questions to explore motivations, emotional attachments, and criteria for valuing certain items over others. Also, interview older participants or individuals familiar with past surprise-based consumer practices (e.g., baseball card collectors) for historical comparisons.
Data Collection: Record and transcribe interviews, analysing responses for patterns in motivations, criteria of value, and comparisons with historical practices.
Bibliography
Whyke, T. W., Chen, Z. T., Lopez-Mugica, J. & Wang, A. (2023). Unboxing the Chinese Blind Boxes among China’s grown-up missing children: Probabilistic and elastic prosumption through mediated collection, exchange and resale of figurines. Global Media and China, 8(1), pp. 93-111.