The more I read this book the more I want to beat my head with it. I feel like everything I've read or have been taught in school was rewritten in this short book. In the least, I may feel this way because I have done quite a few advertising research projects based on these theories.
In chapter four, the authors discuss critical ethnography and the importance of including "knowledge, values, society, culture, and history"(55). I remember in my research, I had to focus on a certain group (which ever our target audience was) and delve into each of the characteristics listed prior. To know and understand a culture will give more insight than anything possibly could, especially with an targeted group you are examining.
However, the inequalities are an important factor that one must always be aware of when researching. to be universal in one's writing/ researching one must look at every different angle. One must try not to be biased against other individuals with the focus group/ research group, but to look through many different lenses and see the different shades.
Chapter five goes into specific fields that focus on politics and power and involve different cultures. This chapter and the next are both like chapter four, in that, the information is very similar to what we have been taught to understand and use in other theory classes. I recognize the need and important to be aware of these theories when creating one's lit review, I just don't understand why I have to read 5 chapters talking about the same damn thing. ugh.
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