The ethno/graphic novel: alternative shapes of knowledge and hyper-intensity in consumer research

Abstract

In this paper we disrupt established methodological boundaries in consumer research. We embark on a creative exploration to address the lack of an appropriate methodological toolkit. Graphic narratives have the potential to illuminate the social realities and humanly interesting themes underlying contemporary consumer culture. This potential is illustrated through introduction of the ethno/graphic novel, a “hyper-intense” merge of theory, data, representation and induction. We provide Toxic Play: Consuming Beer Pong, as an illustrated example and original contribution to consumer research knowledge. Alongside the illustration, we discuss the methodological underpinnings of the ethno/graphic novel approach and provide guidance on: projects/storyworlds, data scavenging, analysis and re-interpretation, hyper-intense translations, representation/illustration, and dissemination. This article is a call for increased application of alternative shapes of knowledge:methodologies that welcome audiences as co-producers of meaning in intense scientific adventures. The result of this methodological exploration holds potential for an extended and re-invigorated communicative function of consumer research.

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