This document discusses various aspects of participant observation and field research methods in ethnography. It covers key topics like what ethnography is, different types of observation methods, interviewing skills, gaining access to research sites, dealing with ethical issues, and examples of famous ethnographic studies. Field research can involve immersive observation and interviews in both open communities or more closed groups over an extended period of time. Obtaining permission and trust is important when accessing closed groups.

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

6. 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.

7. Interviewing Ethnographic Skill No. 2 Or in a “foreign” culture Can happen in a workplace “culture”

8. 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.

9. Ethical implications Informed consent Protection of privacy Harm to participants Deception

10. 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

11. 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.

12. 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

13. 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

15. Schools

16. Cults

18. 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. ---. ---? ---

19. 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.

20. 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. ---? --- ----- ---- !

21. Field Research Spectrum

22. How To Do Ethnography

23. 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?

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

25. 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.

26. Visual Ethnography Documenting participants’ lives using photography or video.

27. Visual Ethnography II

28. Virtual Ethnography Participate virtually in an online “place.” SeeHine, Christine. 2000. Virtual Ethnography. London: Sage.