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Ethnographic Research Draft 3
- 1. Amanda Bentley Professor Klinkowstein Selected Business Article Starbucks to Dumb Starbucks: Don’t use our trademark http://money.cnn.com/2014/02/10/news/companies/dumb-starbucks/index.html?iid=HP_LN
- 3. Amanda Bentley Professor Klinkowstein Research Article • Dumb Starbucks- parody/art piece • Used similar name, menu, sizes • Added “Dumb” before all names
- 4. Amanda Bentley Professor Klinkowstein Research Article • Starbucks could not contact creator • Emphasized “no affiliation” • Weighing options, may sue
- 5. Amanda Bentley Professor Klinkowstein Ethnographic Research Options • People drinking/ buying coffee at school • People at local Starbucks • People at other local coffee shops
- 6. Amanda Bentley Professor Klinkowstein Ethnographic Research Students were observed alone and in groups at Café on the Quad and the Library Café at Hofstra University while purchasing coffee.
- 7. Amanda Bentley Professor Klinkowstein Student at Café on the Quad reads and looks out window with coffee.
- 8. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations • Students at café are mainly alone. • Everyone is either on a cell phone, laptop, or doing work.
- 9. Amanda Bentley Professor Klinkowstein Students in line at Café on the Quad to buy coffee.
- 10. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations • No one makes an effort to talk with other people around them. • Only voice is boy using an iPad to Skype. • Music overwhelmingly loud compared to silence of customers.
- 11. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations • Cold gust of wind from doors, most people leave jackets on. • Customers seem uncomfortable, like they want to leave. • Most looking out window, avoiding eye contact with others.
- 12. Amanda Bentley Professor Klinkowstein Student looks out window, seemingly wanted to leave while alone.
- 13. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations • One girl at window continuously looked out the window uncomfortably, has book open in front of her but isn’t really reading. • Girl at table across from me checking phone nervously. She has multiple bags and seems to be waiting for something/someone.
- 14. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations • Most people who come in are alone and leave immediately after getting a drink. • Two people coming in together, a boy and a girl. The girl is talkative and seems out of place among the rest of the customers.
- 15. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations • More people starting to come in. • Two new girls sit across from me. Whisper to each other as though the people who are not talking will be listening to them.
- 16. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations • Both of these girls stay in their coats. They are talking but staring at their phones, not making eye contact. • They look up at me continuously.
- 17. Amanda Bentley Professor Klinkowstein Student in the Library Café
- 18. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations • Library café is much more quiet. • More people studying. • Most listening to headphones. • Those buying coffee are quick in and out.
- 19. Amanda Bentley Professor Klinkowstein Student sits alone and listens to music in Library Café.
- 20. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations • One girl has papers spread unorganized across a table and is drinking iced coffee. • Boy on iPad has headphones in and his lunch of a burrito bowl taking up much of his table. • Not many people buying coffee.
- 21. Amanda Bentley Professor Klinkowstein Student does work alone, listens to headphones, and drinks coffee.
- 22. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations • A boy and girl are talking to each other and seem out of place with the others. • Girl consider skipping class because she is tired, but goes to order a medium late instead. • As soon as the boy leaves, the girl puts on her headphones.
- 23. Amanda Bentley Professor Klinkowstein Ethnographic Research Findings • Students seemed uncomfortable being alone • Those who were alone made themselves look busy with work, headphones, phones, etc. • Most seemed easily distracted or impatient, waiting for something to happen so they could leave or speak with someone else.