In this presentation, viewers will receive an overview of the qualitative research genre ethnography, including background and research practices.

1. Ethnography
BRITNEY GANDHI, NORTHWEST NAZARENE UNIVERSITY
SEPTEMBER 2, 2017

2. Ethnography Description
 Qualitative study
 Study of people and cultures within their customs and
habits (Oxford, 2017)
 Grounded in belief that society is structured by class,
status, ethnicity, gender and sexual orientation (Marshall
& Rossman, 2016)
 Ethical responsibility to address unfairness or injustices
(Madison, 2005).

3. Ethnography Description
 Intent is to provide a detailed, in-depth description of everyday life
and practices.
 Aim is cultural interpretation.
 Researchers use an emic perspective
 Considered emergent research because the purpose can emerge
during the months of research.
(Hoey, 2008)

4. Data Collection Overview
 Participant observation
 Interviews
 Open-ended but specific questions
 Field notes
 Collect cultural artifacts
(Hoey, 2008)
 Texts (Rudrum, 2016)

5. Analysis Overview
 Multiple pieces of data as foundation
 Study data (including field notes and
observation transcripts)
 Patterns emerge
 Researchers utilize cultural frame of reference

6. Ethnography Examples
 City of Strangers: Gulf Migration and the
Indian Community in Bahrain
 Do Muslim Women Need Saving?
 White Bound: Nationalists, Antiracists,
and the Shared Meanings of Race by

7. Benefits and Challenges
 Benefits
 Adds to our knowledge of cultures
 Increases our understanding
 Challenges
 Out of country (not enough US ethnography)
 Participant observer role can be challenging

8. Peer-Reviewed Journal Articles
 Helen Woodley (Annual Review of Education, Communication & Language
Sciences)
 Jennifer Hoolachan (International Journal of Housing Policy)
 Tamar Katriel (Communication Theory)
 Udi Englesman, Mike Rowe and Alan Southern (Community Development)
 Guilia Cappellaro (International Public Management Journal)
 Zoi Kalou and Eugene Sadler-Smith (Organizational Research Methods)
 Sarah Rudrum (International Journal of Qualitative Methods)

9. References
Cappellaro, G. (2017). Ethnography in Public Management Research: A Systematic Review and Future Directions. International Public Management
Journal, 20(1), 14-48.
Engelsman, U., Rowe, M., & Southern, A. (2017). The tyranny of research? Urban regeneration, ethnography, and the problem of unintended consequences.
Community Development, 48(4), 582-596.
Hoey, B. A. (2014). A simple introduction to the practice of ethnography and guide to ethnographic fieldnotes. Marshall University Digital Scholar, 2014, 1-
10.
Hoolachan, J. E. (2016). Ethnography and homelessness research. International Journal of Housing Policy, 16(1), 31-49.
Kalou, Z., & Sadler-Smith, E. (2015). Using Ethnography of Communication in Organizational Research. Organizational Research Methods, 18(4), 629-655.
Katriel, T. (2015). Expanding Ethnography of Communication Research: Toward Ethnographies of Encoding. Communication Theory, 25(4), 454-459.
Madison, D.S. (2005). Critical ethnography: Method, ethics, and performance. Thousand Oaks, CA: Sage.
Marshall, C., & Rossman, G. B. (2014). Designing qualitative research: sixth edition. Sage publications.
Rudrum, S. (2016). Institutional Ethnography Research in Global South Settings: The Role of Texts. International Journal of Qualitative Methods, 15(1), 1-8.
Woodley, H. (2016). The use of auto-ethnography in classroom based practitioner research. Annual Review of Education, Communication & Language
Sciences, 1344-56.