A Ethnomethodology as a Methodological Approach to Consumer Culture Theory Studies

• Autor(a) principal: Farias, Miriam Leite
• Data de Publicação: 2021
• Outros Autores: Sousa Júnior, João Henriques de, Moura, Bruno Melo, Souza-Leão, André Luiz Maranhão de, Farias, Salomão Alencar de
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Marketing & Tourism Review
• Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/6308
• topic: Práticas; Consumer Culture Theory

Ethnomethodology is a theoretical-methodological approach aimed at sharing meanings among people when carrying out their daily practices. Thus, the choice of this method leads with an epistemology oriented to daily life, considering the social reality as being constructed in the daily practice by the social actors in interaction. Seeking to elucidate a proposal for applying a research method that accesses the phenomenon of consumption within the scope of social practices, and with the intention of offering guidance to researchers who would like to engage in new empirical projects, this essay aimed to present the main aspects and concepts that delimit ethnomethodology as a research method, to then propose its applicability in studies of Consumer Culture Theory (CCT). Adopting the ethnomethodological lens, the CCT approach starts to focus less on individual choices and consumption experiences and more on the collective development of everyday practices, shifting the consumer's focus to the organization of the practice and the moments of consumption. Thus, it is understood that ethnomethodology is indicated as a methodological opportunity for CCT studies that seek to analyze consumption as a practice.