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The Contribution made by Visual Anthropology to the Study of Consumption Behavior

This paper describes the main methodologies of visual anthropology and discusses their use in marketing research. After a brief history of the emergence of pictures and videos in anthropology, we present the epistemological and methodological shifts in visual anthropology. Based on this, we identify two ways of using pictures and videos in the field of research: as a recording device and as a research tool. In the first approach, video and still cameras are used to obtain more detailed, precise and lively ethnographic descriptions of consumption behavior. The researcher attempts to draw up an exhaustive list of the objects owned by the consumer (inventory technique) or he uses a camera to record specific actions or objects he wants to focus on (videography). In the second approach, pioneered by Jean Rouch, videos are used in a more reflexive and subjective way. The camera is no longer considered as an objective recording device. It is used in a participative and collaborative way to develop a shared understanding of consumption experiences. By the mediation of the camera, the researcher's aim is to bring the viewer into people's experiences. The camera becomes the participant as well as the collaborator.