CRI350H1 Lecture Notes - Lecture 8: Ethnography, Reddit, American Civil Liberties Union
Document Summary
A methodological technique used principally in qualitative research. Typically, its chief goal is a deep (or thick) description of a particular social context/set of relationships w/ the goal of characterizing & understanding culture. As a practice, it typically requires that an ethnographer join a community, observe. & engage w/ members of that community, participate in activities & take careful notes of what they observe. Traditional/historically in early 20th c exotic places. Methodology allows for other kinds of cultures ex. By the mid-1990s researchers (most on marketing) became increasingly interested in applying the tools of ethnography to online space. These researchers were aware that conversations & consumer behaviour that was occurring online had the ability to influence consumption habits & patterns. They turned to the tools of ethnography as a method for systematically going through & understanding the data that was being produced online.
