The article tries to trace the formation, transformation, and deconstruction of the image of the author’s studied object. At the same time, it is proposed to consider the movement of the subject in the ethnographic space, that is, a temporal and geographically unified space that includes field research, presentations, conversations with colleagues, writing the text of an article, etc. The concept of imaginaries, which is central to the representation of the object, is considered in comparison with tourism practices, where the image is a central element, which gives a better understanding of the practices of both. It is argued that when deconstructing an image, the researcher’s position on the object and the ethnographic space change. The method of self-ethnography and mobility as a concept metaphor serve as tools for deconstructing the image. The main result of such a deconstruction is the ethical conclusions of the relationship of the subject to the object, as well as the performative effect of auto–ethnography. The author at the same time tries to find a solution to establish a reciprocity in relation to the object, as a kind of mandatory ethical action. One of the possible solutions seems to be the use of anthropological knowledge in the commodification of the object’s culture in its economic interests.
