Business ethnography will improve if business anthropologists read their industry's trade press. Examples from Japan.

1. The Powdermaker Problem
Why Business Ethnographers Should Read Industry Trade Press
John McCreery, The Word Works, Ltd.
jlm@wordworks.jp

2. The Author & The Book
In 1950, anthropologist Hortense
Powdermaker published what Wikipedia
describes as “the first and still the only
substantial anthropological study of the film
industry.”

3. Kirkus Reviews
An anthropologist's coolly scientific and thoroughly documented analysis
of the transient, illusionary world of Hollywood which shows the
interaction of the dreams it manufactures on our society-from which-in
turn-they stem. Believing that Hollywood is not a reflection but rather a
"caricature of selected contemporary tendencies", this book analyzes
prevalent types and techniques as well; the accent on sex and money; the
impermanence and instability of the life there; the power of the front
office, of censorship, of monopolies of production and distribution;
producers, writers, directors, and the rewards which are financial rather
than occupational; the star system—and the publicization of private
lives; and the whole inclination of this society towards the totalitarian
rather than the democratic. Facts as well as faces brighten the
examination which is not too seriously angled to catch popular interest.

4. A Sociologist
"Hollywood as 'Dream Factory' just Nightmare to Femme
Anthropologist”—so runs the headline over the Variety review of
this book. The Variety reviewer, Herb Golden, goes on to call it a
"dull and tedious tome," remarks that it gets "downright silly" at
times, and says that most of it could have been put together by
any hep Hollywood correspondent in two weeks." He dismisses
the author as naive and the book as a gimmick. Mr. Golden, no
dope, has hit the nail squarely on the head.
Robert Bierstedt
University of Illinois
American Sociological Review, vol. 17. 1951

5. Thus, The Problem
Why was one review so positive, while the
other was so negative?

6. Two Propositions
• The difference between the two reviews suggests
important lessons for business anthropology.
• One of the most important is that business
ethnographers should read industry trade press.

7. Our World Today
“Anthropology no longer operates under the ideal of
discovering new worlds like explorers of the fifteenth
century. Rather we step into a stream of already
existing representations produced by journalists, prior
anthropologists, historians, creative writers, and of
course the subjects of study themselves.”
George E. Marcus and Michael M.J. Fischer
Anthropology as Cultural Critique: An Experimental Moment in the Human Sciences.
Chicago: University of Chicago Press, 1999, p. xx.

8. For Business
Anthropologists
• “The subjects of study themselves” are business
insiders.
• What we see as interesting, they may see as
common sense.
• Our analysis may thus seem shallow.
• It may also seem insulting.

9. A Useful Hint
From Howard Golden’s review in Variety
“Most of it could have been put together by any hep
Hollywood correspondent in two weeks.”

10. Industry Trade Press
• Newspapers, magazines, and other publications
that cover industry news and analyze industry
trends
• To which we can now add blogs and websites

11. Examples from Japan

12. Magazines

13. Books

14. Annuals

15. Public Data

16. What can we learn?

17. Identify Current Issues
What industry insiders think is important and what
they see as pressing problems

18. Add Historical Depth
• Trade press publications are archived, making it
possible to see current issues in historical context.
• Demonstrating knowledge makes interviews more
productive.
• References to industry history make insights more
persuasive.

19. From Grant McCracken
cultureby.com

20. Quick ethnography

21. What Anthro Adds

22. A Final Thought

23. Three Rules
• Speak the client’s language
—Reading the trade press will teach you that language
• Have something unexpected to say
—Reading the trade press from an anthropologist’s
perspective may suggest useful insights
• Leave room for further development
—Remember, you’re working with others who will also want
to have a say

24. Thank You