Constructing Grounded Theory on Brazilian families and ad consumption with same-sex couples: methodological concerns and intersectionality

Abstract

This paper is an experience report on the trajectories taken during the development of a constructivist grounded theory research about effects of counterintuitive ads with same-sex couples on Brazilian heterosexual and LGBT families. This study is guided by a reflexive stance to share some methodological concerns and decision-making that emerged specifically from activities of collective knowledge construction between researchers and research participants (children's parents and/or legal guardians). Among these methodological concerns, the issues raised by Black research participants about the non-representation of Black people within same-sex couples of the selected ads to research practices were most noteworthy. Another opportunity that emerged from this context was the need to strengthen the theoretical framework with perspectives that provide nuance in investigating intersectionality.