Pov: Point of View... Consumers and Ethnographers in Perspective...

This film is based on a female ethnographer’s research exploring young Scottish men's consumption practices. It shows how applications of mobile phones helped overcome some of the challenges the ethnographer faced in the field to generate data in a less invasive way. It also describes consumers’ own use of mobile phones to record their experiences, legitimising and authenticating their masculinity. This emphasised the importance of consumer experiences for constructing gender identities through culturally situated consumption. We suggest that the role of mobile phones advances the researcher’s capability for reflexivity and creates a richer understanding of consumers’ points of view.


Wendy Hein, Annmarie Ryan, and Robert Corrigan (2010) ,"Pov: Point of View... Consumers and Ethnographers in Perspective...", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 735-735 .


Wendy Hein, University of Edinburgh, Scotland, UK
Annmarie Ryan, Lancaster University, UK
Robert Corrigan, Limerick Institute of Technology, Ireland, UK


NA - Advances in Consumer Research Volume 37 | 2010

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