This study draws on Dorothy Smith's feminist sociological theory
and methodology to propose an alternative way of conceptualizing and
conducting inquiry into consumer issues. The application of this
approach is then illustrated using the subject of diapers.
Qualitative interviews were conducted with six mothers of
children in diapers and with three institutional users of diapers: a
home care provider, child care center administrator, and hospital
nursery administrator. In addition, documents produced by various
institutions (diaper laundering services, diaper manufacturers,
environmental groups) as well as press accounts of the issue were
collected.
Analysis reveals a divergence between the themes present in
mothers' narratives and those in media accounts of the subject. What
is considered knowledge about diapering, however, is based on the
texts of experts, not on mothers' everyday experiences. Many factors
that shape and limit mothers' diapering options, including the
products on the market, geographic location, finances, the child's
size and sensitivity to certain products, or the need to secure the cooperation of partners and child care providers, are seldom
acknowledged in the diaper "debate."
The findings have implications both for academics and for
practitioners. In research, feminist perspectives contribute to a
more complete understanding of consumer and sociological problems
than could be gained solely through more traditional approaches.
Likewise, consumer and other advocates' work would benefit from more
nuanced approaches that can better accommodate the diversity of
individuals' concerns and experiences and that reflect the realities
of their daily lives.
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