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

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How To Do Ethnography and Field Research

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