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Consumer Culture in Africa: An Ethnographic Journey Into Asante Death Rituals

Case
By: Samuel Kwaku Bonsu Published: 2019 | Product: SAGE Research Methods Cases in Business and Management
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Abstract

Born and raised in Ghana, I was interested in understanding some of the consumer cultural issues I experienced as a young man. Various experiences drew me closer to the concept of death and its connection to consumption. This case traces one ethnographic journey into African consumer culture through the lens of Asante death rituals. It outlines the methodological journey which involved participant observation, long interviews, and analysis of text (videos and written material). Data gathered from the three primary sources were integrated into a cohesive interpretive output. I conclude with some ideas on how the methods discussed may be improved.

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