Detalhes bibliográficos
| Ano de defesa: |
2024 |
| Autor(a) principal: |
Loschi, Flávia Ayres
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| Orientador(a): |
Junqueira, Carmen Sylvia de Alvarenga
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| Banca de defesa: |
Não Informado pela instituição |
| Tipo de documento: |
Tese
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| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Pontifícia Universidade Católica de São Paulo
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| Programa de Pós-Graduação: |
Programa de Pós-Graduação em Ciências Sociais
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| Departamento: |
Faculdade de Ciências Sociais
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| País: |
Brasil
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| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
https://repositorio.pucsp.br/jspui/handle/handle/42176
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Resumo: |
Since the early 1990s, a new application of ethnography, corporate ethnography, has spread through market research/opinion companies, as well as in administration and marketing magazines and journals. Promising to deliver real-life insights to marketing, corporate ethnography observes consumers in natura, without filters, in their daily routines. The aim of this thesis is to show what corporate ethnographies are and how they are conducted at the Ethnography Centre of Excellence – ECE of Ipsos, founded in 2008 in the United Kingdom. The thesis is divided into four chapters. The first chapter reviews ethnography in the Social Sciences, from Malinowski to its recent use in urban settings. The second chapter analyzes the history of Ipsos and the ECE based on institutional documents and the background of its founders, highlighting the convergence of the neoliberal model in the company’s expansion and, subsequently, in corporate ethnography. The third chapter demonstrates what corporate ethnography at ECE/Ipsos is and how it is conducted, drawing from the multinational’s documents as well as its ethnographic videos. Finally, the fourth chapter reviews the theoretical field of corporate ethnography in marketing and administration, and the competition within this field. To fulfill the thesis objective, an ethnography of corporate ethnography was conducted, combining qualitative methods with ethnographic theories. It is argued that neoliberalism shapes the interest in corporate ethnography as a market research/opinion technique, which plays a dual role of monitoring and producing consumers |
