Ethnography Class Notes

CMST 1700: The Nature of Inquiry

Week 7 Agenda
  • Day 1: Midterm Exam
  • Day 2: Introducing Ethnography
Midterm Debrief
  • Literature Review Assignment grading is in progress.
  • Research Question Assignment will be graded during Spring Break.
Research Preparation and Conducting Ethnography

Ethnography is a qualitative research method used to study cultures and communities through detailed observations and interactions within their natural environments. The process of conducting ethnographic research typically involves several phases:

  1. Prepare (Part I)

    • Identify key research questions.
    • Conduct secondary research by reading existing literature and articles.
    • Understand research ethics and various communication research paradigms.
    • Develop a literature review to contextualize your study.

  2. Conduct (Part II)

    • Execute the primary research which may involve: research interviews, focus groups, discourse analysis, statistical analysis, surveys, experimental design, content analysis, and mixed methods.
Learning Outcomes for Today
  1. Understand the purpose and significance of ethnography.
  2. Differentiate between explicit (observable) and implicit (tacit) cultural knowledge.
  3. Familiarize yourself with the fundamental guidelines for ethnographic observation.
  4. Master the technique of taking ethnographic field notes to capture "thick descriptions" of observations.
What is Culture?

Culture is defined as the system of beliefs, values, customs, behaviors, and artifacts shared by members of a group. Understanding a group’s culture helps ethnographers interpret the significance of behaviors and practices.

Role of Ethnographers

Ethnographers describe people's behaviors while inferring meanings from those behaviors. Their goal is to comprehend culture by making sense of the observed actions and values inherent in a community.

Types of Cultural Knowledge
  • Explicit Knowledge: Easily articulated aspects of culture such as:
    • Food
    • Clothing
  • Implicit Knowledge: Tacit understanding that involves:
    • How to consume food appropriately.
    • Proper dress for specific occasions.
    • Social interactions and greetings.
Rules for Ethnographic Data Collection
  1. Gain Access: Secure permissions to enter the community.
  2. Establish Rapport: Build trust with the participants.
  3. Be Open to Change: Adapt your methods as circumstances evolve during the research.
  4. Be Reflexive: Recognize your own biases and how they influence your observations.
  5. Work Until You Reach Data Saturation: Continue collecting data until no new information emerges.
  6. Take Detailed Notes (Field Notes): Document observations thoroughly, including both the scene and actions occurring.
Thin vs. Thick Description
  • Thin Description: Simple, surface-level observation that lacks depth, e.g. "The woman moved her hand side to side as she walked away."
  • Thick Description: A richer, context-filled observation that provides deeper insights, e.g. "The woman moved her hand side to side in a parting gesture that means 'goodbye' as she smiled subtly while departing."
Writing Ethnographic Field Notes

According to Robert Emerson (1995), writing field notes is not merely about recording what was seen and heard; it is an interpretative act. The writer "mirrors" reality but also constructs a version of it influenced by their perspective. Ethnographers must be aware that their notes are filters and not direct reflections of reality.

Strategies for Effective Field Notes
  • Description: Use concrete, sensory details rather than abstract generalizations.
  • Presentation of Dialogue: Capture conversations accurately through direct quotes or paraphrasing, to reflect real interactions.
  • Characterization: Provide context by describing individuals not just through their appearance but through their actions, speech, and interactions within the community.
Ethnography Focused Project #3
  • Assignment: Examine dining practices of a culture through observation.
  • Field Site Options: Places like a hotel during Spring Break, your family home, or any familiar dining environment.
  • Observation Requirements: Conduct at least three meals, take detailed field notes, and reflect on any observed rituals, symbols, or behaviors.
  • Due Date: Submit by midnight on Tuesday, March 11th.
  • Format: Submit as a Word document or PDF, including APA style title page and organization in your final submission.
Recap of Learning Outcomes
  1. Understand the purpose of ethnography.
  2. Recognize explicit vs. implicit cultural knowledge.
  3. Learn the basic guidelines for conducting ethnographic observation.
  4. Master the skill of writing ethnographic field notes with thick descriptions.
Homework
  • During Spring Break, collect data for your ethnography-focused project and refine your field notes.