Description of what is ethnography and how it can be used to study a particular group. How to use ethnography in the development of a specific group/community tourism interest

1. Research Method
ETHNOGRAPHY
Presented by
Gelica

2. History of Ethnography
– Derived from the Greek word ɛθvoҁ(ethnos) meaning - a company -- graphy
– field of study; (thus the meaning)(Geertz 1973)
– Ethnography was developed by Gerhard Friedrich Muller (a professor of History
and Geography). He was working in the second Kamachatka Expedition in 1743-
44 (Vermeulen 2008).
– He differentiated Völker-Beschreibung as a distinct study.
– The term was introduced into academia by August Schlözer and Christoph
Gatterer in an attempt to understand World History (Vermeulen 2008)

3. History of Ethnography
– American based researchers Franz Boas, Bronislaw Malinowski, Ruth
Benedict and Margaret Mead contributed to idea of cultural relativism in
Literature.
– Malinowski – did extensive work in (Trobriand Islands) ethnography and is
now known as the father of ethnography

4. What is Ethnography
– It is described as a scientific description of the customs and cultures of specific
individuals.
– It is used to explore communities/people by observing their society.
– Involves living with the group for an extended period of time
– It was pioneered from anthropology but has become popular in social sciences.

5. Malinowski’s Method
– “I consider that only such ethnography sources are of unquestionable scientific
value, in which we can clearly draw the line between, on the one hand, the
results of direct observations and of native statements and interpretations, and
on the other hand, the inferences of the author, based on his common sense and
psychological insight” (Malinowski, 1992)
– Accurate information, complex information, observation, join yourself with the
natives, be native (Malinowski 1992)

6. Aims of Ethnography
– It focuses on the predictable patterns of specific groups through their behavior.
– Gives a detailed description of habits, routines, rituals and customs of the
particular groups being studied.(Exploring rather than testing)
– In the macro level it looks at social justice in informing social changes in
multicultural societies
– Data analysis is the interpretation of the meaning observed

7. Usage of Ethnography
– Work that cannot be defy by quantitative analysis – example: undergraduate vs
graduate students interaction in classroom discussions.
– Studies relating to a specific group – example: Attitude toward re-cycling
– Studies of natural and unnatural behavior – example students on a field trip as
oppose to them being in a classroom setting

8. Ethnographer’s Jargon
– Emic – inside
– Etic – outside
– Key informant(KI)/Key actor – person to whom closely relates to the
ethnographer
– Culture – the group’s behavior, beliefs and values
Source: uidaho.edu - class ppt. on ethnography (SlideShare)

9. Characteristics of
Ethnography Research
– Contextual
– Unobtrusive
– Longitudinal
– Collaborative
– Interpretative
– Organic
Source: www.slideshare.net/rhydave24/ethnography-research-7659486

10. Advantages of
Ethnography
– Richer comprehensive prospective – in-depth understanding of the culture
amongst group of interest
– Gives importance to a specific group – provides understanding to outsiders
– Accounts for interpretation that goes far beyond quantitative research
Source: http://www.tebtebba.org/index.php/all-resources/category/108-day-5?download=805:ethnographic-research-methods.

11. Disadvantages of
Ethnography
– Time consuming and can be expensive
– Variables and relationships are hard to define – research usually begins
without the researcher have a specific hypothesis
– Dependent on researcher’s observations and interpretations
Source: http://www.tebtebba.org/index.php/all-resources/category/108-day-5?download=805:ethnographic-research-methods.

12. Ethnography Outline
– Topic
– Fieldwork
– Methodology
–
– Analysis
– Report

13. Ethnography Stages
– Negotiating entry
– Introductory period
– Gathering information
Source: uidaho.edu - class ppt. on ethnography (SlideShare)

14. Types of Ethnographic Research
– Realist
– Objective, Unbiased account of written in third person
– Interpretations are based on notes collected
– Report not overshadowed with political influences
– Case Study
– Study an individual
– Intrinsic – have merit
– Instrumental – illuminates a case
– Collective – multiple cases studied then compared
– Critical
– Advocates for marginalized groups
– Studies inequality, repression, dominance
Source: Skye Gillinghamhttps://www.youtube.com/watch?v=Z2UyJWwOWnA

15. Ethnographic Data
Collection Methods
Field Work
– Participant Observer
– Complete observer (covert/overt)
– Participant as observer
– Observer as participant
– Complete participant
– Interviews
– Formal/informal
– Structured/semi-structured
– Retrospective
– Historical Analysis
– Primary sources
– Secondary sources
– Films, Videos and Photographs
– Kinesics
– Proxemics
– Review of Documents (content analysis)
– Note Recording
– Substantive filed notes
– Methodological information field notes
– Analytic field note
– Data sheets
Source: http://www.tebtebba.org/index.php/all-resources/category/108-day-5?download=805:ethnographic-research-methods.

16. Ethnography
Data Analysis
– Organize data
– Raw Data
– Code notes (theoretical and operational, Diagrams, maps and photos)
– code data (patterns, themes and general)
– Description, Analysis and Interpretation
– Evaluate relevance to topic/interest
Source: http://www.tebtebba.org/index.php/all-resources/category/108-day-5?download=805:ethnographic-research-methods.

17. EXAMPLE OF
ETHNOGRAPHY
STUDY
Exploring Cultural Connectedness in the Sustainability of Rural Community
Tourism Development in Jamaica
Ernest Taylor, Marcella Daye Moya Kneafsey and Hazel Barret
Conventry University in United Kingdom

18. Aim and Goal of Study
– Aim
– Was to explore connectedness of sustainable development by analyzing how
horizontal and vertical linkages influences the locals way of life as well as their
production of intangible and tangible culture inventions
– Goal
– Is the examination of the inhabitants culture in relation to their sense of place,
identity and community development and how these inhabitants use their tangible
and intangible culture to develop their community through tourism

19. Researchers’ Outline
– Culture and History
– Culture connectedness
– Horizontal and Vertical Connectedness
– Tourism Connectedness

20. Researchers' Method
– Two study sight (Seaford Town and Charles Town)
– Participants were chosen using a snowball sampling technique
– Participant Observer
– Interview
– Semi-structured
– Principles of argumentations and reasoning (Alasuutaari 1995)

21. Researchers’
Data Analysis
– Description, analysis and interpretation
– Relevance to their goal

22. References
– Ethnography. Retrieved from
www.webpages.uidaho.edu/css310/images/Handouts%20and%20PowerPoints/Ethnography%20and%20HC.ppt
on October 19, 2016
– Geertz, C. (1973). Thick Description: Toward an Interpretive Theory of Culture
– Prill-Brett, J. Qualitative Research Methods – Ethnographic Research Methods. Lecture notes in the College of
Social Sciences at the University of Philippines Baguio. Retrieved from www.tebtebba.org/index.php/all-
resources/category/108-day-5?download+805:ethnography-research-method on October 19, 2016
– Principles of Ethnographic Research. Retrieved from www.slideshare.net/rhydave24/ethnographic-reserch-
7659486 on October 19, 2016
– Taylor, E., Daye, M., Kneafsey, M. and Barrrett, H. (2014). Exploring Cultural Connectedness in the Sustainability
of Rural Community Tourism Development in Jamaica. PASOS, Revista de Turismo y Patrimonio Cultural, 12 No
3. Special Issue May 2014. ISSN:1695-7121
– Vermeulen, H. F., (2008). Early History of Ethnography and Ethnolog in the German Enlightenment:
Anthropological Discourse in Europe and Asia, 1710-1808. Leiden: Privately published