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Microsoft PowerPoint - Ethnography Anthropology and You!_presentation_final [Read-Only]

Anthropology, Ethnography, and You!

5 May 2011

Prepared by: Jared Jeffers, M.A.

Email: Jared.Jeffers@optimalusability.com

What is anthropology?

What is anthropology?

Anthropology = the study of human kind

What is anthropology?

Where do humans come from?

What differentiates groups of humans

from each other?

What is the human condition?

What differentiates humans from animals?

What is anthropology?

Cultural AnthroBiological Anthro

ArchaeologyLinguistic Anthro

What is anthropology?

What is anthropology?

From: http://www.textually.org/textually/archives/2007/12/018358.htm

Questions so far?

ethnographynoun \eth-n-gr-f\

Definition of ETHNOGRAPHY: the study and systematic recording of human cultures; also : a descriptive

work produced from such research ethnographer\-fr\ noun

ethnographic\eth-n-gra-fik\ or ethnographical \-fi-kl\ adjective ethnographically\-fi-k(-)l\ adverb

Ethnography

Ethnography

Margaret Mead in Papua New Guinea, 1928

Bronislaw Malinowski in the Trobriand Islands

Ethnography

What can ethnography do?

Reports through the eyes of the interviewee

What can ethnography do?

Reports through the eyes of the interviewee

Shows you what people do, not just what they say

What can ethnography do?

Reports through the eyes of the interviewee

Shows you what people do, not just what they say

Reveals participants as the people they are

What can ethnography do?

Reports through the eyes of the interviewee

Shows you what people do, not just what they say

Reveals participants as the people they are

Uncovers how people understand the world

How do you do it?

The Old School

(Kitchen Stories: http://www.youtube.com/watch?v=VxXT1A4zqcU)

How do you do it?

The Old School (Kitchen Stories)

Build trust with your subject

Collect data unobtrusively

Observe without interference

Never become friends

How do you do it?

Current Principles

Navel-gazing

How do you do it?

Current Principles

Navel-gazing (excessive self-contemplation)

How do you do it?

Current Principles

Navel-gazing

Understand and state biases

How do you do it?

Current Principles

Navel-gazing

Understand and state biases

Recognize the fluidity of culture

How do you do it?

Current Principles

Navel-gazing

Understand and state biases

Recognize the fluidity of culture

Know that people have agency

How do you do it?

Current Principles

Navel-gazing

Understand and state biases

Recognize the fluidity of culture

Know that people have agency

Be aware of power relations and societal divisions

Methods: Questionnaires and Surveys

Methods: Guerilla Research

Methods: Shadowing and Video Ethnography

Methods: Specific Exercises and Projects

Methods: Self-documentation (Journals, video diaries, etc)

Methods: The Ethnographic Interview

http://www.clevelandmemory.org/gcem/iep.html

Tips

Record everything

Tips

Record everything

Go to where participants are comfortable

Tips

Record everything

Go to where participants are comfortable

Stress that they are the experts

Tips

Record everything

Go to where participants are comfortable

Stress that they are the experts

Get them telling stories

Tips

Record everything

Go to where participants are comfortable

Stress that they are the experts

Get them telling stories

Be mobile and point out objects to get participants talking

Tips

Record everything

Go to where participants are comfortable

Stress that they are the experts

Get them telling stories

Be mobile and point out objects to get participants talking

If possible, do the research over time

Rapport Building

Be interested!

Rapport Building

Be interested!

Stress that you are there to learn from them

Rapport Building

Be interested!

Stress that you are there to learn from them

Invest time and effort in recruiting

Rapport Building

Be interested!

Stress that you are there to learn from them

Invest time and effort in recruiting

Call before you go

Go ahead and give it a go!

Pair up with someone you dont know.

Do some ethnography on their mobile phone experiences.

Go ahead and give it a go!

Some potential conversation starters:

Tell me about the last phone call you received that was awesome.

What are your gut reactions to receiving a phone call?

What do you do when someone calls you and you dont want to talk

to them?

Future Reading

Thats all, folks!