Oh the pop-culture re-engineering. Dove’s “Real Beauty” tries to co-opt feminism to sell soap, Ugly Betty co-opts Dove to sell a TV series. If the values are “good”, is it really co-opting, or just alignment?

One of the tricks of effective ethnography is “natural language.” Listening for and mirroring the words is a way to make the interviews go better. Understanding *why* those words are being used is a tremendous source of insight.