Against the Grain

Consulting the Masses

Consumer capitalism and the focus group appear to go hand in hand. But Liza Featherstone argues that the focus group has radical origins and, in convoluted ways, points to the potential for collective input in an egalitarian society. She discusses the history of focus groups for consumer goods and electoral politics. (Encore presentation.)

Resources:

Liza Featherstone, Divining Desire: Focus Groups and the Culture of Consultation OR Books, 2018

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