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This paper engages with two contrasting approaches to conceptualising and studying consumer behaviour that appear to dominate existing research on consumption. On one hand, agency-focused perspectives take an individual consumer to be the primary author of practice and a basic unit of analysis. On the other hand, socio-centric paradigms focus on the social roots of consumption activities and the wider societal contexts in which they take place. The need to provide a more balanced view of consumption phenomena has been acknowledged, yet not adequately acted upon. This paper begins to fill this gap through relevant theoretical and empirical contributions. First, we provide a critical review of the dominant theoretical perspectives on consumption in general and ethical consumption in particular, highlight their key ontological assumptions and explain how they preclude a fuller understanding of the ways in which consumer practices are moulded and shaped. Taking a critical realist approach, we then present the findings from qualitative analysis of consumers' ethical food practices to empirically demonstrate the role of human agency and social structure in creating and shaping ethical consumption. Thus, by means of theoretical analysis and empirical research this paper responds to the call for a more comprehensive understanding of consumption and provides a consolidated account of consumer behaviour which acknowledges and explains the complex ensemble of individual and systemic powers in which consumer practices are contained.

Critical realism has been an important advance in social science methodology because it develops a qualitative theory of causality which avoids some of the pitfalls of empiricist theories of causality. But while there has been ample work exploring the relationship between critical realism and qualitative research methods there has been noticeably less work exploring the relationship between dialectical critical realism and qualitative research methods. This seems strange especially since the founder of the philosophy of critical realism, Roy Bhaskar, employs and develops a range of dialectical concepts in his later work in order to extend the main tenets of critical realism. The aim of this paper is to draw on Bhaskar's later work, as well as Marxism, to reorient a critical realist methodology towards a dialectical approach for qualitative research. In particular, the paper demonstrates how dialectical critical realism can begin to provide answers to three common criticisms made against original critical realist methodology: that the qualitative theory of causal powers and structures developed by critical realists is problematic; that critical realist methodology contains values which prove damaging to empirical research; and that critical realists often have difficulties in researching everyday qualitative dilemmas that people face in their daily lives.

Alex Gillespie, G. H. Mead: Theorist of the Social Act, pp. 19-40. There have been many readings of Mead's work, and this paper proposes yet another: Mead, theorist of the social act. It is argued that Mead's core theory of the social act has been neglected, and that without this theory, the concept of taking the attitude of the other is inexplicable and the contemporary relevance of the concept of the significant symbol is obfuscated. The paper traces the development of the social act out of Dewey's theory of the act. According to Mead, Dewey's theory does not sufficiently account for consciousness. Grappling with this problematic leads Mead to several key ideas, which culminate in his theory of the social act. The social act and taking the attitude of the other are then illustrated by the analysis of a game of football. The interpretation presented has two novel aspects: first, symbolisation arises not simply through self taking the attitude of the other, but through the pairing of this attitude with the complementary attitude in self; second, self is able to take the attitude of the other to the extent that self has in actuality or in imagination previously been in the social position of the other. From this standpoint the key issue is how the attitude of self and other become integrated. New directions for empirical research, aimed at advancing this question are outlined. Finally, the paper shows how the social act can contribute to our contemporary concerns about the nature of the symbolic.

Research on social representations (SRs) has often focused more on categorical than narrative-based representations. However, narratives are considered to play a key role in the organization of social representations. This paper describes an empirical study of some 2,000 creative narratives about HIV written by young Africans from five countries between 1997 and 2014 and examines the theoretical, methodological and applied relevance of SRT for this study and the implications of the study for the intersection between narrative and SRT. The study is unusual within the SR paradigm: it is temporal and cross-national; addresses a subject whose science has evolved over time; and uses creative narratives as its data source. A narrative perspective foregrounds holistic understandings of SRs as systems of thought. Creative narratives fit well within an SR framework. Our triangulating methodologies foreground categorical or narrative dimensions depending on the objectives of specific sub-studies. Central Core Theory provides a framework to articulate stability and change within narrative representations. In creative narrative, objectification also happens at the level of plot and characters, such that dominant cultural narratives can be viewed as a form of hegemonic SR. We link with health communication and embrace more critical streams within SR research.