is written from the perspective that the scholarly lives of academics are changing, constantly in flux, and increasingly bound to the demands of the market – a context in which the university has increasingly morphed into a business enterprise, one that treats students as consumers to be marketed to, education as something to be purchased, and research as something to be capitalized on for financial gain. The effects of this market-orientation of scholarly life, especially on those in the social sciences and humanities, are ones that demand serious examination. At the same time, qualitative inquiry itself is changing and evolving within and against the rhythms of this ‘new normal’.