Belinda Heath
PhD candidate
Primary supervisor: Dr. Marylouise Caldwell
Co supervisor:
Secondary supervisor: Professor Chris Styles
Thesis topic
Shopping for respectability: Exploring constructs of female middle class inclusion in relationship to department store brands
Description of research
An auto-ethnographic and interview-based study exploring how female consumers negotiate conflicting discourses of middle class belonging, in reference to the symbolic outputs of department store brands.
Academic qualifications
MA (International Studies), University of Technology (Australia)
Graduate Diploma (International Studies), University of Technology (Australia)
B (Art) ed, College of Fine Arts, University of New South Wales (Australia)
Scholarships
Faculty Scholarship
Bio
Belinda entered the fields of cultural studies, consumption and consumer behaviour through undergraduate interests in visual art history, material cultural analyses, propaganda and nationalism.
Completing research for her MA dissertation in Kagoshima, Japan, Belinda investigated the impact of regional aesthetic values on the material form and consumption of ceramic tea-ceremonial artefacts. In particular, how a combined Korean, Chinese and Dutch ceramic heritage contributed to the celebration of locally produced artefacts, in contrast to notions of a 'pure' Japanese aesthetic ideal.
Between periods of study, Belinda worked in various retail roles. These frontline experiences sparked further interest in the ideological and identity-work exchanged between customers and salespeople, specifically in response to retail brands. This area of intrigue resulted in the commencement of Belinda's current doctoral research project.
Publications
Conference papers
Caldwell M and Heath B 2010 'Unpacking the messy middle: How do middle class consumers negotiate their classed identities,' Consumer Culture Theory Conference 2010, Madison, United States, 13th June.
Heath B 2006 'Regional aesthetic values and the celebration of nihonteki na mono: issues in ceramic production, distribution and consumption in Southern Kyushu,' Asia Pacific Week Conference, Australian National University, Canberra, Feb 1st.
Research interests
- Socio-cultural dimensions of retail branding and servicescape design
- Social class identity and consumption
- Ethnography
- Semiotics
- Feminist theories
Teaching experience
- Marketing: Consumer behaviour (Tutor)
Contact details
Expected submission date Aug 2012