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Ethnography was a term originally used (in anthropology) to mean the study of
the institutions and customs in small, well-defined communities in societies with
little technological advance.
Ethnography is now generally used to refer to the detailed study of small groups
of people (for example, in factories, classrooms, hospitals, ‘deviant’ sub-cultures)
within a complex society. It is also used as a technique (often alongside other
methods) in community studies.
For some ethnographers the strength of the approach is the insights it provides of
social phenomena in their natural setting.
Thus, ethnography is often, although not always, used as a procedure for getting
an understanding from the subjects’ point of view. This approach sees
ethnography as means of gaining an understanding through an immersion of the
researcher in the field of study. This presupposes that such immersion permits the
researcher to come to appreciate the processes operating in the subject group,
institution or community.
This immersion and attempting to see the subject’s point of view has lead to a
tendency to see ethnography as closely linked to
a phenomenological perspective. However, far from all ethnographic research is
guided by phenomenological concerns and the approach has been used in
conjunction with positivist orientations. Ethnography has also been used
in critical social research. Ethnographic work is usually intended to provide
detailed information on what people do and insights into what they think they are
doing and why they are doing it. Watching what people do is useful as it provides
a certain amount of direct data. However, as with any other data this only has
meaning if put in some kind of context. If the researcher adopts an outsider view
the data makes sense only through the researcher's frame of reference. This leads
to the imposition of some external explanation onto the practices that operate
within the group under study. In short, the researcher has a view of social actions
that do not make the same sense to him or her as they do to the people in the
social group.
Ethnography, thus goes one stage further and attempts to illicit the sense of the
group. The researcher is required to become acquainted with meanings the
actions have for the members of the group. The researcher, in one way or
another, is expected to access members own self-accounting. Ethnography tries
to generate an understanding of the group from their point of view.
Thus the ethnographer has to extract these meanings from the plethora of
comment, opinion, anecdote, example and intention contained in the responses.
This requires a considerable amount of 'thinking on ones feet'. The researcher,
particularly when conducting depth interviews, has to be alert to nuances, taken-
for-granteds and things left unsaid, as they may provide clues to underlying
motives, presuppositions or frames of reference. Gentle probing is crucial, the
ethnographer should dig-down into the respondent's frame of reference. A
relaxed attitude where short silences are not uncomfortable is important. Depth of
response can often be achieved by allowing the respondent chance for a reprise,
most easily achieved by not rushing to fill a silence at what appears to be the end
of the respondent's reply by hastily asking another question.
Approaches to ethnography
Overview
There are a large number of different emphases among ethnographers. Some
(probably most) ethnographers aim at detailed patterns of social interaction.
Others attempt to reveal cultural knowledge. Still others consider it an approach
suitable to holistic analysis of societies.
The emphasis for most ethnography is usually on forms of social interaction and
the meanings that lie behind these, rather than attempts at causal analysis.
However, for many ethnographers the strength of the approach is the insights it
provides of social phenomena in their natural setting. For some, this is recast in
phenomenological terms and ethnography has increasingly tended to be used as a
procedure for gaining an understanding of social settings from the subjects' point
of view. Immersion in a field of study allows the ethnographer to gain insights
into the processes operating in the subject group, institution or community. Thus,
the emphasis for most ethnography is usually on forms of social interaction and
the meanings that lie behind these.
Nonetheless, ethnography, whether seeking subject's meanings or settling for
detailed analytic description has conventionally been characterised by
microscopic studies and an explicit concern with validity and reliability. The
exemplary method of ethnography, participant observation, has been particularly
susceptible to criticism of its subjectivism and unverifiability.
The conventional approach suggests that it is crucial for the participant observer
to maintain a balanced perspective. The researcher should be 'hypersenstive' to
the various manifestations of threats to interpretability in order that steps may be
taken to reduce 'contamination' through the modification of the observer's role.
Interactionist approach
Interactionists of all kinds have made extensive use of ethnography. Symbolic
interactionists in particular have been at the forefront of establishing ethnography
as a research style in its own right. This development (which is often closely
linked with the Chicago School of Sociology) has been seen as opposed to the
predominant positivistic quantitative approach.
Critical ethnography
Critical ethnography is a term with at least two distinct meanings.
Ethnographic methods
Ethnography, as a style of research, uses a wide range of methods of data
collection, including in-depth interviewing, personal document analysis, life
histories, non-participant observation and especially participant observation.
Indeed participant observation and ethnography are terms that sometimes get
used interchangeably as some commentators see them as synonomous.
Reporting ethnography
Ethnographic research invariably leads to the collection of an enormous amount
of detailed accounts, quotes, examples, etc. The production of a finished
ethnographic report requires a selection from this detail. The choice of material is
guided by the theoretical framework (or angle) that has emerged in the course of
the study.
The ethnographer has been closely involved in the research that is both an
advantage and a drawback. It is an advantage because the researcher has a ‘feel’
for the diverse data and can see how it relates to alternative theoretical
frameworks. Being close can be a drawback if it inhibits a critical appraisal of the
material (a failure to see ‘the wood for the trees’). Hence, (ideally) ethnographers
withdraw from the field and examine their data from a number of different
perspectives in order to raise questions about preconceptions, acquired subject
perspectives, and so on.