This study explored the lived experience of Gen Z adults in a liminal life-stage crisis where the symbolic meaning of health, identity and brands are in transition. Sixteen ethnographic in-home interviews with college students were conducted and analyzed using Geertz's interpretive and Turner's symbolic anthropology. A hermeneutic textual analysis was used to interpret three types of phenomenological data: text, pictures and collages. An "incubation" step was key in the creative interpretation process where the leap from data to abstract themes was made. Environmental circumstances like money, time, resources and social networks change the quality of health, but the fundamental health explanatory system of a young person is a reflection of their family of origin experiences. Women associate health with mental health-independence and empowerment. Men define health as physical health-food and cooking. Skills such as cooking and shopping as well as the consumption of water, cannabis and other complementary products impact health and identity. Three health worldview themes emerged: health as negotiating identity; creating home; and taking responsibility. Implications for branding and public information campaigns to change the health beliefs and practices of young adults are offered. This thesis closes with a reflection on the "research study," the dominant symbol in …

Research with local farmers and local food consumers in the North Texas area which captures a contemporary understanding of the challenges and successes present in North Texas local farm-and-food networks. Through ethnographic research methods, including participant-observation and semi-structured interviews, the network of producers and consumers around several farmers' markets were evaluated to understand where the strengths of local food lie, and where networks need development to promote a more stable local food environment. Texas is newer to the trend of farmers' market development, with the local food system developed to foster community, educate, and promote the advantages of locally sourced goods. This research led to the academic discovery of climate adaptive ecological knowledge and farm commodification strategies; which are tools that farmers may use to build greater defense against threats to a farm's livelihood.