Observing object circulation as movement using participants’ visual ethnography: theoretical relevance and research protocol

Purpose This paper aims to examine the significance of focusing on object movement in visual ethnography to enhance our understanding of object circulation. Design/methodology/approach This paper is grounded in the theoretical framework of the mobility turn proposed by the sociologist Urry (2007) and anchored in post-human ontology. Findings Concentrating on object circulation provides novel insights in consumer research, with the need for visual ethnography centered more on the movement of objects in consumers’ personal spaces. A qualitative research protocol is discussed. Originality/value The contribution is both methodological and theoretical. It stresses the relevance of adopting an approach focused on object movement in visual ethnography and provides conceptual insights into the mobility turn based on a different framework than previously used in sociocultural research. Tracking the movement of objects in public and private, multisited and multitemporal settings can elucidate specific aspects of object circulation and complement more human-centric methods.