Branding
Brands and branded objects seem to be everywhere. Clothes, food, finance, new technologies and even countries are branded. Yet, the brand has until recently received very little attention in sociology.

Steve's project was about achieving a greater sociological understanding of the brand whilst using digital cameras as a case study. His reseach question was: what is the role of the brand in the ways digital cameras are constructed?

Steve's research was multi-sited and involved multiple methods. Taking a similar approach to the Circuit of Culture for a new technology (see du Gay et al 1997), he examined advertisements and brand publications, interviewed advertising designers and planners, visited Sony Centres in London for twelve months, interviewed Sony Centre staff and managers, became a member of an online community whose members owned the same brand of digital cameras, and interviewed different kinds of households.

Steve has a Masters Degree from the University of Surrey (2001) in Social Research Methods, and a BA (Hons) (First Class) from the University of Sussex (1999) in Sociology.

In 2001, Steve contributed to the Urban Mobilities project in which he mapped out the number 73 bus route (also see 73urbanjourneys.com) and the Waterloo to Barnes train line.

You can find his CV here