RESEARCH METHODS
Ethnography
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It is an approach which tries to present a detailed, holistic picture of social interactions, behaviours, and perceptions within groups and communities through careful observation — the integration of sight, hearing, smell, taste and touch.
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It is commonly used by anthropologists to document and observe social arrangements and belief systems of rural societies, where social settings appear to be “new and strange”.
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It requires researchers to undergo extensive fieldwork by immersing themselves in the specific context of the study.
Types & Challenges
TWO MAIN TYPES OF ETHNOGRAPHY
For non-participant observation, the researcher tries to observe the subjects from distance without interaction, trying not to influence the social behavior of the subjects.
For participant observation, the researcher builds direct relationship with the subjects by staying in the field, observing and describing the behavior of the subjects. S/he even participates in daily activities of the subjects to make sense of the meanings embedded in the social practices of the subjects in a specific cultural context.
CHALLENGES OF INVOLVEMENT AND DETACHMENT
Continuous involvement and detachment from the field could be challenging to researchers because:
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They need to observe closely the social life of their subjects as social actors;
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They also need to stand back and interpret the data collected as social scientists
It is not easy to strike a balance between these two roles (Gobo, 2008).
Therefore, researchers need to be self-reflective by constantly reflecting on what they have observed and participated in by making notes and asking questions to prevent themselves from completely immersed in the field of study (Duranti, 1993).
NOTES
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Researcher needs to interpret the ethnographic data from the perspective of the subjects that are studied, in particular, their language, in order to understand more fully their meanings.
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Ethnography could be risky as researchers may not fully understand or be familiar with the social norms of those they are researching.
How To Observe
It is impossible to record every detail observed in the field, and the large quantity of data recorded will be too much to handle. Therefore, the researcher has to narrow down what and how to observe before entering the field.
ESTRANGEMENT AS A TECHNIQUE
A useful technique to decide how and what to observe is estrangement (Gobo, 2008). This is similar to the experience of feeling out of place as strangers in an unfamiliar environment, or when we travel abroad to experience a new culture.
The “stranger” attitude allows us to look at ordinary things differently. Two more strategies may be considered: thought experiment and observing the marginal subjects.
Observing The Marginal Subjects
Another strategy is to observe marginal subjects, who can be foreigners, novices, cultural misfits and cultural troublemakers, as each could provide rich data for interpretation (Gobo 2008). Below are the rationales of observing each:
What To Observe
Researchers should pay special attention to the three following aspects: social structures, the “take for granted” interpretations and explanations, and finally, the context of the action.
SOCIAL STRUCTURES
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Could be interpreted as social conventions, which may not be directly observable but embedded in social practices, routines and beliefs (e.g. rituals and ceremonies) in daily lives of people
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Researchers should always pay attention to the details as these provide clues for further understanding
NOTES
In theory, all topics can be studied using ethnography but not all settings are accessible to everyone, especially the gender and age barrier.
SCENARIO
A female researcher wants to conduct an ethnographic research on a male football team. Do you think she can easily observe the team members’ behaviours and interactions on and off the football pitch?
It could be challenging as the she cannot have access to certain places, like the male changing room. Besides, the footballers may behave differently with the presence of female.
After all, the feasibility of ethnographic research depends on the research topic and not all people are eligible to conduct ethnographic researches.
KNOW MORE
Gobo, G. (2008). Introducing Qualitative Methods: Doing ethnography: SAGE Publications Ltd doi: 10.4135/9780857028976.d6
Atkinson, P. & Hammersley, M. (1994). “Ethnography and participant observation.” in NK Denzin and YS Lincoln (Eds.) Handbook of Qualitative Research (pp. 248-261). Thousand Oaks: Sage Publications.