How To Do Ethnography and Field Research

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How To Do Ethnography and Field Research - Presentation Transcript

  1. Participant Observation and Field Research
  2. Key themes
    What is ethnography?
    Access
    Types of sites
    Key informants
    What role to play?
    How to do it
    New types of ethnography
  3. What is ethnography?
    A method, a product
    Immersive
    Extended period of time
    Often focused on a particular culture
  4. What is Ethnography?
    • What is ethnography?
    • Ethnographic skills
    Interviewing
    Observing
    • Types of observations
    Overt vs. covert
    Ethical issues
    • Corporate ethnography case studies
    Nokia
    Novo Nordisk
    Intel
    Prada
    Famous Ethnographies
  5. Observing
    Ethnographic skill No. 1
    Denver, CO: Scooters in local supermarket: represents shoppers’ need to avoid walking while shopping
    Toronto, Ontario: Intentional manipulation of corporate logo: symbolizes resistance.
  6. Interviewing
    Ethnographic Skill No. 2
    Or in a “foreign” culture
    Can happen in a workplace “culture”
  7. Overt versus covert
    Types of observation
    Overt
    Covert
    Ethnographer informs participants of their study and is transparent about research.
    Ethnography does not inform participants of the study and must balance ethical issue of deception.
  8. Ethical implications
    Informed consent
    Protection of privacy
    Harm to participants
    Deception
  9. Great ethnographies
    Crestwood Heights, John Seeley: classic study of what is now known to be Toronto’s Forest Hill neighbourhood
    All of Our Kin: Carol Stack’s nuanced study of African American women’s intertwined lives
    Street Corner Society: William Foote Whyte’s “Chicago school” of urban ethnography
    Learning to Labour: Paul Willis’s study of working class British boys becoming working class men
  10. Gaining access to closed sites
    Open
    Communities
    Malls
    Raves
    Closed
    Firms
    Schools
    Hospitals
    Need permission and introductions from a gatekeeper
    No permission required, but must be accepted by the group. Go through gatekeepers.
  11. Case studies
    Corporate Ethnography
    Researched how consumers in developing countries deal with diabetes. Uncovered unmet needs in diabetes treatment
    Ethnography in Asia and Africa lead to “image only” cell phone design with long battery life
    Employs 24 full-time ethnographers to research computer use in the home, at work, and in the mobile space
  12. Case Study: Prada shopping
    Corporate Ethnography
    Embedded RFID tags in clothes so shoppers can easily find complete outfits
    Created frosted glass doors for changing rooms that turn to windows at the touch of a button
    Mirrors have a 5-second delay allowing shoppers to see the view from behind
  13. Open
    Closed
    Communities
    Malls
    Raves
    • Firms
    • Schools
    • Cults
    • Social Movements
  14. Getting Access to Open Settings
    ----- ---- !
    Hey! Do you think I can hang out with you and your friends?
    Well sure…c’mon in.
    ---.
    ---? ---
  15. Getting Access to Closed Settings
    ----- ---- !
    Well let’s see if our manager says it’s OK.
    I’d really love to share my findings with you.
    ---.
    ---? ---
  16. Ongoing Access Problems
    I’m pretty sure she’s “in” with the boss.
    Well I’m not telling her anything!
    Well let’s see if our manager says it’s OK.
    I’d really love to share my findings with you.
  17. Key Informants: Potential Pitfalls
    You often hear only the key informants’ point of view.
    Oh, they’re just happy to be at work!
    I’m not really sure what they’re talking about.
    ---? ---
    ----- ---- !
  18. Field Research Spectrum
  19. How To Do Ethnography
  20. Problems in Ethnography
    “Going native” is identifying with your participants and ceasing to be a “researcher.”
    Oh I know! I cannot believe what they’re doing at head office!
    Hey, how’s your ethnography going?
    Oh! Sorry?
  21. Oh yeah, I can tell you all about their experiences.
    Hmm. I’m not so sure
    Institutional Ethnography
    Canadian content!
  22. Oh yeah, I can tell you all about their experiences.
    Hmm. I’m not so sure
    Institutional Ethnography
    Canadian content!
    “Ethnography may start by exploring the experience of those directly involved in the institutional setting, but they are not the object of investigation. It is the aspects of the institutions relevant to the people's experience, not the people themselves, that constitute the inquiry”
    Smith, Dorothy. 2005. Institutional Ethnography: A Sociology for People. New York: Altamira.
  23. Visual Ethnography
    Documenting participants’ lives using photography or video.
  24. Visual Ethnography II
  25. Virtual Ethnography
    Participate virtually in an online “place.” SeeHine, Christine. 2000. Virtual Ethnography. London: Sage.

+ Sam LadnerSam Ladner, 2 years ago

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