Define ethnography? Discuss the new trends in ethnography

Definition of Ethnography

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Ethnography is a qualitative research method used in anthropology and other social sciences to study cultures, societies, and communities.

It involves immersive, long-term observation and interaction with a group of people to understand their social practices, beliefs, behaviors, and interactions from their perspective. The core methods of ethnography include participant observation, interviews, and the collection of artifacts or texts.


New Trends in Ethnography

Ethnography has evolved to accommodate contemporary research contexts and technological advancements. The following are some key new trends:

1. Digital Ethnography

  • Definition: Also known as netnography, it involves studying online communities, digital interactions, and virtual cultures.
  • Techniques:
    • Analyzing social media platforms, blogs, online forums, and gaming communities.
    • Observing digital communication trends (e.g., emojis, memes).
  • Example: Examining how online support groups foster community among individuals with chronic illnesses.

2. Multi-Sited Ethnography

  • Definition: Focuses on studying people, objects, or phenomena across multiple locations rather than a single site.
  • Objective: To capture the interconnectedness of globalized cultures or practices.
  • Example: Tracing the lifecycle of a product (e.g., coffee) from its origin in a farming community to its consumption in urban cafes worldwide.

3. Autoethnography

  • Definition: A self-reflective form of ethnography where researchers explore their own experiences in relation to a cultural phenomenon.
  • Objective: To blend personal narrative with cultural analysis.
  • Example: A researcher documenting their journey through chronic illness and its cultural implications.

4. Collaborative Ethnography

  • Definition: Emphasizes collaboration between researchers and participants in designing, conducting, and interpreting the study.
  • Objective: To democratize the research process and validate participants’ voices.
  • Example: Co-authoring ethnographic reports with indigenous communities.

5. Sensory Ethnography

  • Definition: Explores how sensory experiences (sight, sound, touch, taste, smell) shape social and cultural practices.
  • Objective: To go beyond verbal and written accounts to capture the multisensory dimensions of human experience.
  • Example: Studying the sensory experiences of food preparation in a traditional kitchen.

6. Critical Ethnography

  • Definition: A politically engaged approach that seeks to address issues of power, inequality, and social justice.
  • Objective: To advocate for marginalized or oppressed groups by highlighting systemic injustices.
  • Example: Ethnographic studies focusing on refugee experiences or labor exploitation.

7. Virtual Reality (VR) and Augmented Reality (AR) in Ethnography

  • Definition: Using VR and AR technologies to create immersive ethnographic experiences or simulate cultural environments for study.
  • Objective: To enhance understanding by enabling researchers to virtually “be” in the study environment.
  • Example: A virtual recreation of an archaeological site for studying ancient rituals.

8. Short-Term and Rapid Ethnography

  • Definition: Focused, time-limited ethnographic studies tailored to specific goals, often used in corporate or applied settings.
  • Objective: To gather actionable insights quickly.
  • Example: Ethnographic research for user experience (UX) design in technology firms.

9. Visual and Media Ethnography

  • Definition: Involves the use of visual methods, such as photography, video recordings, and digital media, to document and analyze cultures.
  • Objective: To capture non-verbal aspects of social life and communication.
  • Example: Documenting street art as a form of political expression.

10. Postmodern Ethnography

  • Definition: Challenges traditional notions of objectivity, emphasizing reflexivity and the subjective role of the researcher.
  • Objective: To deconstruct narratives and include diverse interpretations of the observed phenomena.
  • Example: Highlighting multiple, conflicting voices within a community.

Conclusion

New trends in ethnography reflect the changing nature of societies, technologies, and methodologies. These innovations enable ethnographers to study complex, globalized, and technologically mediated cultures more effectively while embracing inclusivity, reflexivity, and interdisciplinary approaches.

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