Workshop Series: Karen Fernandez
Fetishes—magical objects of extraordinary empowerment and influence—are often sought by consumers for their value as usable objects. Our interpretive research extends the current static perspective of fetishes by proposing a dynamic cyclical model of fetishization appropriate to an age of mass production. Consumers use contagious and imitative magic to imbue replica instruments with power. Semiotically signified magical thinking causes replicas to radiate aura and thus transforms them into fetishes. We suggest that although all replicas with aura become fetishes, the cyclical fetishization process is only perpetuated when empowerment is public, sustained, and authentic. Our research explains a source of value that marketers have not yet fully leveraged. This workshop will provide a behind-the-scenes look at conducting, theorising, positioning and publishing qualitative research. Although the discussion will focus specifically on research aimed at the prestigious Journal of Consumer Research, virtually all the information provided is also applicable to publishing qualitative research in other high-quality Marketing journals such as the Journal of Marketing and the European Journal of Marketing.
Join our staff, students and alumni attending workshops presented by visiting academics on their area of research expertise.
Dr Karen V. Fernandez is Senior Lecturer and Postgraduate Advisor, Marketing Department at the University of Auckland. Karen undertook her PhD training in Marketing at the University of Kansas. There she trained in Anthropology, Experimental Design and Multivariate Methods. She has published qualitative research in outlets such as the Journal of Consumer Research, the European Journal of Marketing and Consumption, Markets and Culture. Karen has also participated in multiple Qualitative Research round table panels, and has mentored multiple graduate students and junior colleagues into successfully publishing qualitative research.