Abstract
Reflexivity refers to the act of critically thinking about our research context, which involves moving beyond usual practices and exploring how we produce knowledge. Such examination allows us to see ourselves in new ways within the context of our culture, society and time period. At its core, reflexivity is the analytical practice of taking the research context into account - including the influence that this context wields on the process of gathering and reporting on data. As a deconstructive exercise, it brings into question the researcher, the context, the research output and the subject of research. We focus on understandings of reflexivity in sociology and anthropology to explore the multiple layers of meaning and interpretation veiled within the construct. We describe a series of ideas on reflexivity and illustrate how it can be understood through its multiplicity of meanings derived from authors, disciplines and critical movements.
| Original language | English |
|---|---|
| Title of host publication | Handbook of Qualitative Research Methods in Marketing (2nd ed.) |
| Editors | Russell W. Belk, Cele Otnes |
| Place of Publication | Cheltenham, U. K. |
| Publisher | Edward Elgar Publishing Ltd |
| Chapter | 12 |
| Pages | 128-138 |
| ISBN (Electronic) | 9781035302727 |
| ISBN (Print) | 9781035302710 |
| DOIs | |
| Publication status | Published - 17 Sept 2024 |
Funding
No funding
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