Re: Awareness of Cultural Issues: Marketing

Michael John Evans (g8726246@MCMAIL.CIS.MCMASTER.CA)
Fri, 10 Jun 1994 13:04:38 -0400

Mary Pat Mann recently posted a 'positive' note on the topic of marketing
anthropology in non-usual fields. She suggested that recent RPF's in
maternal and child Health included the recognition that Health is
affected by culture was promising. This may be true, but in my experience
both in the field of MCH (mothering & constructions of
'health'), and in other relations involving cultural research and medical
practitioners, the recognition of the importance of culture did not in
fact create positions for anthropologists: what is more likely to happen,
is that anthropological methods and perspectives become appropriated by
others, thereby doing us out of even more work. I have heard Public
Health M.A's talking about doing 'health ethnography' and 'participant
observation' projects of three weeks in length! Despite the potential in
research, we still must make ourselves 'respectable' and 'indispensable'
in research teams, and part of that will come out of a greater expertise
in what is now thought of as 'applied anthropology'.
Heather Y-L
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Mike Evans, Anthropology &/ Heather Young-Leslie, Anthropology
McMaster University, Hamilton /or: York University, North York,
Ontario. (905) 525 9140 x23907 Ontario Canada (416) 736 5261
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