How to do ethnography Sam Ladner, PhD

Key themes What is ethnography? Access Types of sites Key informants What role to play? How to do it New types of ethnography

What is ethnography?

Access

Types of sites

Key informants

What role to play?

How to do it

New types of ethnography

What is ethnography? A method, a product Immersive Extended period of time Often focused on a particular culture

A method, a product

Immersive

Extended period of time

Often focused on a particular culture

Access --- -------, ----, ? ----- ---- ! ---? --- ---. I sure would like to get in there. I wonder how I can?

Access --- -------, ----, ? ----- ---- ! ---? --- ---. I sure would like to get in there. I wonder how I can? THE biggest issue in ethnography Must have face-to-face access Negotiating access depends on the type of site

Open Sites Communities Malls Raves Firms Schools Cults Social Movements Closed Sites

Communities

Malls

Raves

Firms

Schools

Cults

Social Movements

Getting Access to Open Settings ----- ---- ! ---? --- ---. Hey! Do you think I can hang out with you and your friends? Well sure…c’mon in.

Getting Access to Open Settings ----- ---- ! ---? --- ---. Hey! Do you think I can hang out with you and your friends? Well sure…c’mon in. Use gatekeepers “Hang around”

Getting Access to Closed Settings ----- ---- ! ---? --- ---. I’d really love to share my findings with you. Well let’s see if our manager says it’s OK.

Getting Access to Closed Settings ----- ---- ! ---? --- ---. I’d really love to share my findings with you. Well let’s see if our manager says it’s OK. Use friends Use gatekeepers Offer something (like the results) Be honest. Always. Be clear about your goals

Ongoing Access Problems I’m pretty sure she’s “in” with the boss. Well I’m not telling her anything! I’d really love to share my findings with you. Well let’s see if our manager says it’s OK.

Ongoing Access Problems I’m pretty sure she’s “in” with the boss. Well I’m not telling her anything! I’d really love to share my findings with you. Well let’s see if our manager says it’s OK. People are suspicious You must pass tests of trust Guarantee anonymity

Key Informants: Potential Pitfalls I’m not really sure what they’re talking about. Oh, they’re just happy to be at work! ----- ---- ! ---? ---

Key Informants: Potential Pitfalls I’m not really sure what they’re talking about. Oh, they’re just happy to be at work! ----- ---- ! ---? --- You get their view, not all participants’ Beware their biases

Field Research Spectrum

How To Do Ethnography

Problems in Ethnography Hey, how’s your ethnography going? Oh! Sorry? Oh I know! I cannot believe what they’re doing at head office!

Problems in Ethnography Hey, how’s your ethnography going? Oh! Sorry? Oh I know! I cannot believe what they’re doing at head office! “Going native” means losing one’s outside perspective Ongoing ethical struggles are normal

Institutional Ethnography Oh yeah, I can tell you all about their experiences. Hmm. I’m not so sure Canadian content!

Institutional Ethnography Oh yeah, I can tell you all about their experiences. Hmm. I’m not so sure “ 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. Canadian content!

Institutional Ethnography Oh yeah, I can tell you all about their experiences. Hmm. I’m not so sure Institutional ethnography looks at the experience of the institution from the viewpoint of the participants , not from the institution itself. It is feminist, empathetic and necessarily a little subversive. And it’s Canadian! Canadian content!

Visual Ethnography

Visual Ethnography II

Virtual Ethnography