Ethnography Research
Ethnography is a qualitative research methodology. It involves examining social interactions, perceptions, and behaviors that take place within groups, organizations, and communities. Tracing its origins to the early 1900s. The ethnographer’s role is to meticulously record the culture, theory, and practice of individuals from their own perspective. Ethnography is one of the types of field research[1] that focuses on providing a detailed description of a different culture from the perspective of someone who is familiar with the culture, in order to gain a deeper understanding of it. Ethnography comes from cultural anthropology. Ethno means people or folk, and graphy refers to writing about or describing something. Ethnography is a description of a people and/or their culture. People display their culture (i.e., what they think, consider, or believe) through external behaviors (e.g., speech and actions) in specific social contexts, yet we cannot capture full social meaning from externally displayed behavior alone. Thus, by using ethnography, we describe people’s lives and behavior but also try to understand the meaning of behavior (i.e., the thoughts or beliefs that reside behind it). The primary objective of ethnography is to shift our focus from external observations to gaining a deeper understanding of the internal thoughts and emotions of the individuals we study. Information is gathered by making observations and conducting interviews, which are then analyzed to gain insights into the functioning of societies and individuals.
We learn the culture by watching television, listening to parents and friends, observing others, and so on. Cultural knowledge includes both explicit knowledge (i.e., what we know and talk about) and tacit knowledge (i.e., what we implicitly know but rarely acknowledge directly). For example, explicit knowledge includes the family event. Most people can describe what happens at once. Tacit knowledge includes the unspoken cultural norm for appropriate gifts and the method of presenting them. They feel discomfort when someone violates the norm, but it is difficult to pinpoint the source of discomfort. Ethnographers describe both the explicit and tacit cultural knowledge that members use. They use detailed descriptions and careful analysis to disassemble and reassemble the events.
Characteristics of Ethnography Research
Ethnography as a method possesses unique characteristics.
- It is conducted on-site or in a naturalistic setting in which real people live.
- It becomes personalized as you, the researcher, take on the role of both observer and participant in the lives of those individuals.
- Ethnography collects data in multiple ways for triangulation over an extended period of time.
- The process is inductive, holistic, and requires a long-term commitment from you.
- Ethnography is a highly interactive process, as it allows for valuable input and feedback from the individuals being studied.
[1] All ethnography is field research, but not all field research is ethnography.
Advantages of Ethnography Research
There are various methodologies available for a research project. Understanding the benefits of selecting ethnography over alternative methodologies or approaches is crucial. Here is a curated list of benefits of conducting ethnography, sourced from Wolcott (1999):
- Ethnography can be conducted entirely by one individual.
- This research method has a longitudinal nature, enabling you to carefully observe and document changes that occur over time.
- It can be carried out almost at any place.
- It focuses on working with others rather than treating them as objects.
- It provides you with a detailed and rich database for further investigation and writing.
- You can make the research not only interesting but adventurous.
- It requires no expensive or elaborate tools or equipment.
- It may present you with an opportunity to learn about other cultures.
- You frequently have a unique domain or sole responsibility in the selected setting or site.
- Your role is recognized.
- It offers you an opportunity to integrate your professional and personal life.
- It allows you to get an insider’s view of reality.
- It can provide deep insightful data.
- It can be used to study marginalized groups of people close to other forms of research.
- Collecting data in a realistic or naturalistic setting enables observation of people’s natural behaviors, including verbal as well as nonverbal cues.
Methods of Data Collection in Ethnography
Ethnography involves three different methods of collecting data: observation, interviewing, and archival research.
Observation
Participant observation is distinct because it involves the researcher actively engaging in the lives of the individuals being studied, while still maintaining a professional boundary. However, observation involves perceiving the activities and interrelationships of individuals in the field setting.
Interviewing
Interviewing is the process of directing a conversation to collect information. In ethnography studies, in-depth interviews are conducted aiming to examine perception, experiences, beliefs and opinions of participants.
Archival Research
This is an examination of the materials that have been collected for research, service, or other official and unofficial purposes. This material include; historical records, social media posts, newsletters, or even physical objects in that specific culture.
Process of Ethnography Research
Singleton and Straits (2005) outlined a series of stages involved in ethnography/field research:
Problem Formulation
Setting the main goal of the study by describing the issue you want to learn more about.
Selection of Research Setting
Figuring out where to start is the first question. The setting should make it easy for observation. Choosing a setting that is easy for you to fit into is also helpful, but that doesn’t mean you know it inside and out.
Gaining Access
What is the process for joining a group that you are interested in studying? You may need to obtain formal permission, which can be arranged through your personal relationships. Initially, you can also participate in the group as a volunteer and not as a researcher.
Presentation
It’s important to consider how you’ll present yourself to others in the field. Will you be carrying out covert research [2]? What roles will you need to take on, and how will you interact with others? How involved will you be in actively participating in the lives of others? Will others accept you in their daily lives if you present yourself as a researcher?
Collection and Recording of Data
At times, managing data collection and recording can pose a challenge. At times, it may be necessary to patiently wait and document observations once you have left the setting. It is important to document your observations promptly to reduce any potential issues with recall. You can also utilize equipment such as audio recorders, video cameras, and more.
Strategies for Ethnographic Analysis
Roper and Shapira have suggested the following strategies for ethnographic analysis.
Coding for Descriptive Labels
Since the materials are written words, they must first be categorized or given descriptive names before being arranged to be compared, contrasted, and patterns identified. Initially, the data is coded at the first level to make it more manageable. Formulating fundamental domains that can classify a wide range of events, such as the environment, different kinds of activities, events, relationships and social structure, general viewpoints, tactics, procedures, meanings, and repetitive phrases, may be useful before starting the coding process.
Sorting the Labels
Subsequently, it is necessary to categorize or cluster the descriptive labels into more compact subsets. Themes emerge as you analyze these categories and identify potential connections among the information.
Determining Anomalies
There may be some cases, situations, events, or settings to find that don’t “fit” with the rest of the results. As the different steps of the study process are planned, these cases should be kept in mind. For example, should we find out more about these cases?
Generalize Theories
The patterns or interconnected discoveries are associated with theories that help to comprehend the rich and complex collected data. A comprehensive analysis of the existing literature is conducted.
Write Memos
Memos are ideas or concepts that individuals have regarding the facts. The purpose of writing them is to enable the researcher to identify any areas that require additional explanation or testing. Additionally, it aids the researcher in maintaining awareness of their assumptions, opinions, and biases throughout the entire research process.
[2] Covert research is an investigative strategy in which the researcher’s professional identity and academic intentions are hidden either partially or fully from those involved in it.
