Lecture 3

Question 1

Brand Communities

Answer 1

Brand communities afford individuals and groups a sense of membership; the community bonds off its shared interests and enthusiasms

Question 2

How are brand communities reproduced?

Answer 2

In celebrating brands, the community helps to produce (and reproduce) their value

Question 3

Examples of brand community get-togethers

Answer 3

social media, meetings, conventions

Question 4

cultural cognitivists

Answer 4

borrow heavily from the discipline of psychology; import terms and try to apply it to the sociology of culture

Question 5

Khan and Jerolmack’s study

Answer 5

Went to an elite institution to see how students perceive their work; found that students often do not actually work as hard as they say they do

Question 6

Vaisey

Answer 6

set out to better understand the relationship between culture and action

Question 7

what Vaisey was opposed to

Answer 7

culture as a “toolkit” or “repertoire” of resources

Question 8

What are the two tracks of cognition in dual processes models of cognition?

Answer 8

1. a slow, cognitively demanding and deliberate track
2. a quick, non-deliberate and largely unconscious track

Question 9

how a deliberate track is accessed

Answer 9

very easily through talk

Question 10

surveys

Answer 10

pose a series of questions to respondents, and these may be either open-ended or close-ended survey questions

Question 11

What surveys are useful for

Answer 11

capturing a large volume of info in a short amount of time

Question 12

mutually exclusive survey questions

Answer 12

response options do not overlap with eachother

Question 13

exhaustive survey questions

Answer 13

all possible answers/response options have been provided for respondents

Question 14

three types of interviews

Answer 14

structured, semi-structured, unstructured

Question 15

meta-feelings

Answer 15

how we feel about our feelings

Question 16

uses of interviews

Answer 16

allow researchers to access widely shared social scripts, meaning-making processes, and cultural schemas as well as emotions and meta-feelings

Question 17

Interview info: the honorable

Answer 17

• The honorable is at work when interviewees provide information that positions themselves in a positive way
• This information is often consistent with broadly held beliefs or expectations about how one should or ought to act
• ex. “I would never steal because stealing is wrong”

Question 18

interview info: the schematic

Answer 18

• The schematic is at work in how interviewees frame what they say or do
• Schematic information is often couched in particular turns of phrase and can also be communicated through body language
• Schematic information is sometimes (though by no means always) semi-conscious
• How someone draws connections

Question 19

interview info: the visceral

Answer 19

• The visceral refers to the “emotional landscape” that our interviewees find themselves within, i.e. moral language and charged emotion
• Visceral information can be communicated both verbally or nonverbally through body language
• Accessing visceral information may require that an interviewer ‘read between the lines’

Question 20

limits of interviews

Answer 20

• “blind spots”
• struggle to capture broad institutional structures and/or historical contexts
• do not always lend themselves to understanding relational outcomes even as much human behaviour is relational
• may produce a more flattering image of interviewees than is due
• not ideal for understanding all forms of behaviour

Question 21

benefits of focus groups

Answer 21

• allow researchers to better capture relational dynamics
• tend to elicit more organic forms of conversation

Question 22

amount of questions in an interview

Answer 22

12-15

Question 23

ethnography

Answer 23

Ethnography involves observation and immersion within a population, social group, neighborhood or setting

Question 24

benefits of ethnography

Answer 24

• allows researchers to capture behavior as it would ordinarily unfold
• ideal for capturing information about populations that might otherwise be difficult to access and for understanding how actions and reactions are situated within specific social worlds

Question 25

Mears Very Important People

Answer 25

• Mears provides a window into the exclusive world of elites
• From yacht parties in Monaco to underground clubs in New York City and Miami, she reports on 18 months immersed in a world replete with models and money

Question 26

digital sociology

Answer 26

• Centers on the study of digital technologies and their data
• The digital refers to:
  The topic of social inquiry
  The instruments and methods of social research; and
  The platforms for engaging with audiences

Question 27

netnography observation

Answer 27

emphasizes unobtrusive observation and data collection

Question 28

netnography immersion or embodiment

Answer 28

• Immersive netnography involves active participation as a member of a virtual/online community
• Interviews, informal conversations, and group chats often make up a part of immersive netnography

Question 29

visual analysis

Answer 29

Well suited for images, representations, and texts

Question 30

methods in visual analysis

Answer 30

• Content analysis
• Semiology
• Compositional interpretation
• Discourse analysis

Question 31

coding

Answer 31

• a researcher will develop a coding scheme or an exhaustive list of codes that help to capture key patterns and observations
• Codes are typically descriptive and can be combined with other measures to understand how they relate to one another