Goddesses of consumerism : an interpretivist study of young female consumers in contemporary India

TL;DR: In this paper, the authors outline an approach to visual studies in which researchers neither resist nor romanticize the image and to which both disciplinary and interdisciplinary concerns have something to contribute. But their contrasting perspectives raise questions about how research of this sort can be pursued most productively: as a strand or dimension of sociological inquiry, or through cross-disciplinary work in qualitative research or cultural studies? By attending to photographic and video tape recordings, or by deliberately avoiding them in favor or other forms of evidence.

TL;DR: Postmodernism has been particularly important in acknowledging 'the multiple forms of otherness as they emerge from differences in subjectivity, gender and sexuality, race and class, temporal and spatial geographic locations and dislocations'.