ETHNOGRAPHY

By Monica Poole

Defining ethnography?
Explores a cultural group
Study of social interaction and culture groups, whether these groups are
defined as societies, communities, organizations or teams (Reeves, Peller,
Goldman & Kitto, 2013).
It documents routine daily lives of people (Fetterman,1998)

A type of qualitative research that gathers observations, interviews and

documentary data to produce detailed and comprehensive accounts of
different social phenomena (Reeves, Peller, Goldman & Kitto, 2013).
:people or folibe ething
people or folk; Graphy: describe somethingEthnography: describing and understanding another way of life from the
native point of view (Neuman, 2007)

Qualitative Tradition
Toolbox of methods:

Unstructured qualitative
data

Reporting relationships in an organization.

A multifaceted methodological approach.

Observation whereby the ethnographer not only observes a

social group, setting or subject matter, but engages in the
participation actively with a general commitment to observing
everyday social life.

Ethnography Roots
The term ethnography comes from the Greek words
ethnos (people) and graphei (to write).

Identifies its roots in sociology and anthropology.

Aims to provide rich, holistic insights into peoples world
views and actions, as well as the nature of the location
they inhabit (Hughes 1992).

Historical Development
Ethnography has been shaped by cultural anthropology
with an emphasis on writing about culture.
Ethnography can be traced back to
anthropological studies of small
societies undertaken in the early 1900s.

Theoretical Premises
Data resulting from research provide researchers with
material needed to produce a detailed description of a
particular culture primarily based on fieldwork.
Theories help us frame new questions that deepen our
understandings of people in a group setting and culture.

Characteristics of Ethnography
Research
Longitudinal

The research is relatively long.

Contextual
Research is carried out in the context that it in which the subjects
normally live & work.

Unobtrusive
The research avoids manipulating the phenomena under
investigation.

Primary Teaching Resources

Relies heavily on up-close, personal experience, and
participation, not just observation by researchers trained
in ethnography.
Involves a commitment to get close to the subject being
observed in its natural setting.
To be factual and descripting in reporting what is
observed.
To find out the points of view of participants in the domain
observed.

As a Method
Peoples behavior is studied in everyday context.
Data is gathered primarily by observations and/or informal
conversations as well as from a range of sources.
Unstructured approach to data collection in raw
form/wide front.

Ethnography as a Method
continued
Focus is usually a group or single setting.
Data involves forms of verbal descriptions and
explanations as well as interpretations of the meanings
and functions of human actions.
Explain human actions effectively by gaining an
understanding of the cultural perspectives.
Research process inductive or discovery based; not
limited to testing hypothesis.

How to use ethnography

Conversation, Interviewing,
& Interview Schedules

undirected conversation
open-ended interviews focusing on specific topics
formal interviews using a predetermined schedule of questions.

Example Open-Ended Question:

 Observation &

How to use ethnography

Participation
Observation

Involves the researcher taking part in the activities being

Ethnographers do not isolate variables or attempt to
outcome of events they are observing.

observed.
manipulate the

Class Activity

Question:
The study and systematic recording of human
culture is called:
A.
B.
C.
D.

Ethnology
Urgent Anthropology
Ethnography
Applied Anthropology

Answer: C
The study and systematic recording of human
culture.

Data Collection
Interviews, Observations and Documents
Watching what happens
Listening to what is said
Asking questions through formal and
informal interviews
Collecting documents and artifacts

Data Collection Includes

Descriptive accounts by:
Photographs
Maps, figures, tables & texts
Audio, video records & transcriptions
Documents informal & formal
Observation field notes

Ethical Concerns
In conducting an ethnographic research:

Informed consent
Protection of Privacy
Harm to Participants
Exploitation

Recap of Ethnography Process

Class Activity
Question:

How do you conduct ethnographic Research?

How do you conduct ethnographic research?

Answer:
1.
2.
3.
4.
5.

DEFINE what you want to observe.

CHOOSE who you will observe.
IDENTIFY which approach works best.
OBSERVE
ANALYZE findings.

Thank you.
Any questions?

References

Cant S, Sharma U. 1998. Reflexivity, ethnography and the professions (complementary medicine). Watching
you watching me
watching you (and writing about both of us). Social Rev 46(2):244263.

Fetterman, D.M. (1998). Ethnography: Step-by-Step. Applied Social Research Methods Series, Vol.17. SAGE
Publications, 1998
Medical 165 pages.

Foley DE. 2002. Critical ethnography: The reflexive turn. Int J Qual Stud Educ 15(4):469490.

Mackenzie AE. 2006. Evaluating ethnography: Considerations for analysis. J Advan Nurs 19(4):774781.

Richardson L. 2000. Evaluating ethnography. Qual Inquiry 6(2):253255.

Kouritiz, S. (2002). The Half-Baked Concept of Raw Data in Ethnographic Observation. Canadian Journal
of Education 27, 1: 119-138.
Reeves, S., Peller, J., Goldman, J. & Kitto, S. (2013). Ethnography in qualitative educational research: AMEE
Guide No. 80: e1365e1380.
Savage J. 2000. Ethnography and health care. BMJ 321: 14001402.
Wilson WJ, Chaddha A. 2009. The role of theory in ethnographic research. Ethnography 10(4):549564.