Abstract

This article contributes to discussions of methodology in gender studies by examining narrative analysis as a feminist method. Using direct-to-consumer genetic ancestry services as a case study, the author discusses the potential of narrative analysis in interrogating complex cultural phenomena. The analysis focuses on the commercial website of the UK-based genetics company Oxford Ancestors, which the author situates at the intersection of the cultural narratives of commercialization, scientific advance and personal quest. By interrogating the mutual embeddedness of these narratives, the author demonstrates how narrative analysis moves across structure and context capturing the processes through which facts about gender come into being. The author suggests that this focus on the tension between the abstract and the specific in cultural phenomena is what makes narrative analysis a particularly effective tool for feminist cultural analysis.