More visualising, more methodologies: on video, reflexivity and qualitative research

This article was conceived as a response to Ruth Holliday's article published in The Sociological Review in 2001 (48 (4): 503–22) ‘We've been framed: visualising methodology’. Whilst recognising that Holliday's work makes both an important contribution to her substantive area and describes an innovative use of video in qualitative research, her critique of visual anthropology as a discipline that uses reflexivity as a muse to hide its positivist truth quest has some serious problems that need to be redressed. Here I shall draw from existing work to discuss how reflexivity has been a key theme in the development of visual anthropology since the latter part of the twentieth century.