Studying gendered embodied consumption with poststructuralist feminist hermeneutics

Purpose This study aims to consider how research methodologies and methods can afford holistic inquiry into gendered embodied consumption. Noting the salience of gender in past and present discourse surrounding the body and building on poststructuralist feminist hermeneutic philosophy and practice, the authors introduce a novel methodological framework situated within three considerations borne of the current socio-cultural landscape: the politics of embodiment, embodied identity and intersectionality. Design/methodology/approach To assist scholars and practitioners in interpreting themes of gendered embodiment in textual data surrounding consumption topics, the authors orient the framework around three principles of listening, questioning and hospitality. This framework fosters embodied empathy by linking the researcher’s body to those of research participants. To illustrate the method, the authors interpret consumption narratives extracted from semi-structured interviews with 26 women-identified recreational runners on the topics of embodiment, sport and media. Findings The interpretations of gendered consumption narratives show that using the principles of listening, questioning and hospitality invites an understanding of consumers as multifaceted, contradictory and agentic. The authors argue that consumers’ everyday experiences are often simple and quiet but embedded in history wherein bodies are both biological and inescapably social. Originality/value The methodological framework allows both the researcher’s and research participants’ embodiment to play a role in the research process. It also illuminates the entanglement of embodiment and consumption in a fraught, politicized context. The authors show that by listening to consumers, questioning their narratives and traditional interpretations thereof and inviting consumers to feel comfortable and heard, researchers can see what other approaches may overlook.