Catch Me If You Can: Rethinking the Relationship of Body and Self Through Pregnancy

Hyun Jeong Min, University of Utah, USA
Lisa Peñaloza, EDHEC Business School, France
Present study examines the relationship between body and self through the experiences of pregnancy and childbirth. Unlike previous research that mainly examined body modification practices, I examined how consumers construct their selves when they experiences rather natural, unexpected body changes. I did ethnographic in-depth interview with six Korean women who experienced pregnancy in the U.S. to collect data. Analysis was based on extensive coding and memo writing. For a guideline, the coding procedures of grounded theory were used. Through the analysis three themes emerged: 1) Disavowal of changed body from self making effort; 2) A paired identity and body project; and 3) Korean women situated in the American culture. By examining women’s pregnancy and childbirth experiences, this study showed the difference between consumers’ ontological self and epistemological self. In addition, the role of relational self in body project was revealed.
[ to cite ]:
Hyun Jeong Min and Lisa Peñaloza (2010) ,"Catch Me If You Can: Rethinking the Relationship of Body and Self Through Pregnancy", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 520-521 .