Data di Pubblicazione:
2021
Citazione:
Digital traces of taste: methodological pathways for consumer research / M. Airoldi. - In: CONSUMPTION, MARKETS AND CULTURE. - ISSN 1025-3866. - 24:1(2021 Jan 02), pp. 97-117. [10.1080/10253866.2019.1690998]
Abstract:
With the increasing digitalization and datafication of consumption brought by platforms such as Amazon, Netflix and Spotify, digital traces of taste are constantly generated as by-products of consumers' everyday communications and activities. However, these data have not been fully exploited in the cross-disciplinary study of taste phenomena. This paper represents a first attempt to develop a comprehensive methodological framework for “augmenting” taste research through the analysis of digital traces. The proposed framework is theory-driven, multi-method, context-sensitive, and reflexive about platforms' affordances. Three distinct methodological pathways are examined, contributing to research on taste cultures, regimes and experiences. Empirical data about Italian hip-hop culture on YouTube are employed for illustrative purposes. Key methodological and theoretical implications for consumer research are discussed.
Tipologia IRIS:
01 - Articolo su periodico
Keywords:
digital methods; Digital traces; netnography; platforms; taste; YouTube;
Elenco autori:
M. Airoldi
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