Purpose – The purpose of this editorial is to introduce six audio‐visual and written pieces that communicate research findings about contemporary popular culture. Design/methodology/approach – The paper provides a summary overview of the papers in the special issue, highlighting...

Purpose – The purpose of this paper is to explain how audio‐visual archetypal representations likely to engender emotional identification and consumer‐inquisitiveness by marketing professionals can be constructed. Design/methodology/approach – The paper employs video‐ethnography...

Purpose – This paper and video aim to present findings of an investigation into the consumption of weeklong music camps for adults. Design/methodology/approach – Video‐ethnography is an emerging research technique in marketing academe. The technique derives from the ethnographic tradition...

Purpose – The purpose of this paper is to delve into the nature of ethnography to evaluate its potential as an applied qualitative research method in commercial ad hoc market research. A re‐interpretation of ethnography adapted for the commercial market research environment is proposed and a...

Purpose – The purpose of this paper is to apply a self‐reflexive interpretive method of writing as a method of analysis of findings from a critical research based on videography documenting the relationship between ethnicity, consumption, and place. Design/methodology/approach – An...