Understanding Affluence through the Lens of Technology: An Ethnographic Study toward Building an Anthropology Practice in Advertising
Description: This thesis describes a pilot study for a new cultural anthropology initiative at Team One, a US-based premium and luxury brand advertising agency. In this study, I explore the role and meaning of technology among a population of affluent individuals in Southern California through diaries and ethnographic interviews conducted in their homes. Using schema theory and design anthropology to inform my theoretical approach, I discuss socioeconomic and cultural factors that shape these participants' … more
Date: December 2017
Creator: Garcia, Steven R.
Partner: UNT Libraries