Liza Featherstone
Divining Desire: Focus Groups and the Culture of Consultation
Divining Desire: Focus Groups and the Culture of Consultation
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The focus group has become an essential tool for companies and politicians to sell their products and policies, but Liza Featherstone's book "Divining Desire" explores its roots in early-twentieth-century European socialism and its widespread deployment today. It raises questions about democracy, desire, and the innermost workings of consumer society.
Format: Paperback / softback
Length: 254 pages
Publication date: 17 June 2021
Publisher: OR Books
The focus group has emerged as a crucial tool in the marketing and political strategies of companies and politicians over the past century. Its influence extends to various aspects of life, from salad dressing to healthcare legislation and popular TV shows. In her book "Divining Desire," Liza Featherstone delves into the origins, evolution, and widespread use of focus groups.
Tracing the roots of the focus group back to early-twentieth-century European socialism, Featherstone explores how it was adopted by the "Mad Men" of Madison Avenue and has become a prevalent method in today's society. She also examines notable failures of the focus group, such as the unsuccessful launch of the Ford Edsel and the introduction of a new flavor of Coca-Cola that sparked protests from loyal customers.
As elites become increasingly disconnected from the general public, they increasingly rely on focus groups to gain votes or sell products. However, Featherstone raises concerns about the diminishing power of ordinary people in a society where social media provides a platform for everyone to express their opinions, yet only the wealthy can shape policy.
Through her captivating storytelling, Featherstone raises profound questions about democracy, desire, and the inner workings of consumer society. She challenges the notion that focus groups can truly represent the voices of ordinary people and highlights the paradoxical situation where the more we are consulted, the less influence we have. "Divining Desire" is a valuable contribution to our understanding of the impact of focus groups on modern society.
Weight: 366g
Dimension: 140 x 203 x 24 (mm)
ISBN-13: 9781682195093
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