ethnography

ethnography

ethnography

Method

Ethnography is a research method most commonly practised in anthropology and sociology to gain a deep and holistic understanding of people, their behaviours, and their perspectives within their cultural and social contexts. It involves immersing oneself in the participants' environment, observing their daily activities, and engaging in conversations to uncover insights.

Ethnography is a research method most commonly practised in anthropology and sociology to gain a deep and holistic understanding of people, their behaviours, and their perspectives within their cultural and social contexts. It involves immersing oneself in the participants' environment, observing their daily activities, and engaging in conversations to uncover insights.

How to conduct ethnography?

How to conduct ethnography?

How to conduct ethnography?

Before fieldwork

Before fieldwork

Define research objectives

While your research focus may evolve during fieldwork, establishing clear research objectives or themes before entering the field can help minimize observational ambiguity and distractions.

Review existing literature

Delve into existing research insights to refine the specific angle to concentrate on, but be careful of potential contextual differences between the existing literature and your own research.

Select your field site

Select a field site that fits your research focus. If feasible, establish this connection through personal connections to foster trust. However, always consider the ethical implications on the people and communities involved.

Ethnographic fieldwork

Ethnographic fieldwork

Build rapport

Be transparent about your purpose of being the field and recognise the power dynamics and your role within the setting. You should also actively pay attention the unwritten code of conduct to not unnecessary attention.

Participant observation

Engage deeply within the community while closely observing their daily lives. Often, seemingly mundane activities reveal their learned values and aspirations. Be aware of how your presence may influence their actions. See more

Data collection

Gather data using diverse methods such as field notes, interviews, photos, videos, and other artifacts. Thoroughly record your observations, conversations, and interactions and reflect on them daily to not miss important details.

Pay attention to objects

Material culture offers insights into people's beliefs, practices, and values. Studying objects and their significance within a community reveals hidden dimensions of cultural meanings and social behaviours.

Pay attention to objects

Material culture offers insights into people's beliefs, practices, and values. Studying objects and their significance within a community reveals hidden dimensions of cultural meanings and social behaviours.

Triangulation

Cross-verify the collected data with multiple sources. Comparing and contrasting data enhances data validity, reducing bias and strengthening research credibility.

After fieldwork

Reflect

Reflect on personal biases, cultural nuances, and participant dynamics. Analyze the impact of your presence. Consider the validity of data, ethical considerations, and potential changes to research focus.

Interpret findings

Identify patterns, themes, and cultural contexts in collected data. Use coding and thematic analysis to extract key insights, revealing cultural meaning, social behaviors, and valuable perspectives.

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