Semiotics of behaviour change

Date of publication: September 15, 2010

Company: GfK

Abstract:

Much discussion about the future of qualitative research has been concerned with our ability to immerse ourselves in the world of the individual, understanding the stories and narratives that underlie beliefs and attitudes. This paper argues for the importance of going beyond individual narratives to focus on the communities through which individuals find meaning and identity. In the post economic crisis world it is increasingly important to understand the dynamic way in which people make use of their communities of reference to develop attitudes and perspectives, particularly on the most difficult or contested social issues.

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