Combining images and words in order to understand the cultural meaning of practices: What photo-elicitation reveals

Abstract

Photo-elicitation (or photo-interview) is a qualitative research method that can be used to enrich understanding of consumers in the course of research on the socio-cultural meaning of consumption practices. This article seeks to demonstrate the value of using photo-elicitation when the aim is to describe, question and supplement consumers’ lived experiences. After having outlined the principles of the method and the main elements of its implementation, we will describe the various areas in which photo-elicitation is deployed. Finally, taking Senegalese migration as a starting point, the methodological and thematic contributions of photo-elicitation will be illustrated with reference to research on the socio-cultural and identity-related registers at work in consumption during migratory phenomena.