Ethnography provides a real world
way of looking at a problem or opportunity, applying social and cultural
understanding to the topic. What this means is that ethnography provides a wide
range of answers that, if analyzed properly, go well beyond the tactical, the
sensational, and the superficial. True ethnography includes a rigorous process
of data collection and analysis using a scientific method, which ensures that
findings are based on a careful examination of the data and not a focus on the
most dramatic video clips or quotes.
The first step into a sub culture
you want to study should be finding someone within that sub group. This insider
is your ticket into the sub culture and discovering everything there is to know
from an anthropologist perspective. This can be easily done by either
contacting a friend who is part of a sub culture or through a friend of a
friend. It also doesn’t hurt to contact someone in the sub culture even if you
do not know them. Additionally, it is important that this client or friend is
well versed in his culture that he or she is a part of and is willing to share
detailed information about their sub culture.
Once you've found your way into a
sub culture, you need to set up a time to interview them and experience their
culture. First, ethnography provides an opportunity to find out what people
actually say and do. By creating a taxonomy, you will be able to catalog the
different terms or attributes that your client gives you. However, the
questions that you give might lead answers that contain personal opinion and
their cultural opinion put together. It isn't that people lie, it's that
culturally defined ideals may not correspond to the realities of daily life. In
addition, people often weed out information that they believe is extraneous to
the topic at hand. Use observational and interviewing techniques to collect
data that will provide a full understanding of the context surrounding the
topic at hand. This background information of data is often overlooked or
weeded out by participants. Because of this, it is better that you pay
attention to human behavior from many angles, uncovering opportunities that
might otherwise be overlooked.
Finally, it is recommended that you
set up another interview with your contact or friend using your taxonomy you
have created. It is at this stage that you discuss the meaning of all the
cultural categories you have obtained. Through thorough questioning about the
categories, you can gain a better understanding of each category. This allows
you with full and complete perspective on the sub culture you have been
studying.
By following these steps you should have no problem creating
a ethnography on the sub culture you are studying. It is important to note that
two members of a group might not reflect the entire sub cultures view on the
way they live. The more effort you put into learning the sub culture, the
better you will be able to understand a completely different culture then your
own.