Published: March 09, 2012
The chapters presented in this book draw on ethnography as a methodology in a variety of disciplines, including education, management, design, marketing, ecology and scientific contexts, illustrating the value of a qualitative approach to research design. The chapters discuss the use of traditional ethnographic methods, such as immersion, observation and interview, as well as innovative ethnographical methods which have been influenced by the new digital culture. The latter challenges notions of identity, field and traditional culture such that people are able to represent themselves in the research process rather than be represented. New approaches to ethnography also examine the use and implication of images in representation as well as critically examining the role and impact of the researcher in the process.

Chapter 1  

Ethnography: An Introduction to Definition and Method

Chapter 2  

Ethnographic Field Notes and Reflexivity

Chapter 3  

Event Focused Fieldwork and Comparative Methodology: Exploring Ethnic Boundaries and Cultural Variation

Chapter 4  

Natural Interactions in Artificial Situations: Focus Groups as an Active Social Experiment

Chapter 5  

Beginning with the Self to Critique the Social: Critical Researchers as Whole Beings

Chapter 6  

Accessing Material Culture by Following Intermediary Objects

Chapter 7  

A Service Value Creation Model and the Role of Ethnography

Chapter 8  

Food and Nutrition in Embera Indigenous People

Chapter 9  

From Gambits to Case Data

Chapter 10  

Syntax Development: The Relevance of Realistic Methods

Chapter 11  

Informal Learning Amongst Pediatric Rehabilitation Teams - An Ethnography of Tea-Room Talk

Chapter 12  

Visual Mapping of Clinical Procedures Using Ethnographic Techniques in Medical Device Design

Chapter 13  

Written Reminiscences and Media Ethnography: Television Creating Worldview

Chapter 14  

Digital Auratic Reproducibility: Ubiquitous Ethnographies and Communicational Metropolis

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