How to do Ethnography: Top tips for graduate school PhD students

Need to know how to do ethnography? Well, grad school PhD students, you’re in the right place, let me share my top tips with you!

I'm Dr. Elizabeth Yardley, a social science academic with two decades of experience in the field. Let's dive into the intriguing world of ethnography – a method that has become increasingly popular over the years, leading to groundbreaking discoveries. So, what exactly is ethnography, and how can you embark on this immersive research journey during your master's or PhD studies?

Definition

Ethnography, in its bare bones basics, is derived from the Greek words "ethnos," meaning a people or cultural group, and "graphy," meaning writing. It essentially translates to writing about a group of people.

Unlike traditional research methods where a researcher might parachute in for a few interviews or distribute questionnaires, ethnographers immerse themselves in the social group they're studying for months or even years.

They observe behaviors, participate in conversations, ask questions, conduct formal interviews, collect documents, and maintain detailed field notes. The goal? To develop a profound understanding of the group's culture, behaviors, values, and attitudes within the context of that culture.

Examples

Examples of ethnographic studies abound in the social sciences, ranging from William Foot Whyte's study of street corner life in Boston to Anthony Lloyd’s ethnography in the service industry.

Ethnography spans diverse settings – from businesses and sports clubs to street gangs and online spaces like closed forums, Facebook groups, and even the dark web.

Now, let's address some unique aspects of ethnography that differentiate it from other qualitative research methods.

1. Getting In: The Access Challenge

Gaining access to the community or group you're studying is a significant hurdle. You'll need to be overt about your research intentions, seeking permission and transparency.

Access may not come easy, requiring multiple attempts or engagement with different organizations. Utilize your network, seek assistance from colleagues, and, if possible, secure a 'sponsor' within the group who supports your study.

Remember, be clear about what's in it for the group. Offer your skills or assistance, but be cautious not to turn it into excessive free labour. Use everyday language when explaining your study to non-researchers, and be prepared to compromise on the level of access granted.

2. Your Presence: Navigating Acceptance

Once you're in, the journey isn't smooth sailing. People within the group may be suspicious, fearing your presence is for surveillance or reporting.

Negative experiences from previous encounters with outsiders can also affect acceptance.

Patience, non-judgmental attitudes, and consistency are key.

Building trust takes time, so be cool, be respectful, and don't try too hard.

Key informants, those who supported your entry, can play a crucial role, but approach their insights with caution. They are just one voice within the group and may have their own agenda!

3. Fieldnotes: Capturing the Essence

Taking detailed field notes is essential. Record observations promptly to avoid distortion, ensuring clarity and context in your notes.

Be mindful of how your note-taking may impact the people around you – sometimes, subtlety is key. If you’re scribbling away in the corner after every conversation, you’ll make people feel anxious!

Avoid relying too heavily on digital recorders too though, as transcribing can be a time-consuming endeavor.

Additionally, reflect on your thoughts and feelings throughout the ethnographic process, maintaining a high level of self-awareness.

4. Exiting the Field: A Thoughtful Departure

While ethnographic studies can be lengthy, they don't last forever. Plan your exit carefully, keeping in mind any time limitations, especially as a PhD student.

Inform the group about your departure well in advance, revisiting discussions about anonymity, confidentiality, and the right to withdraw. This is crucial, as memories of these agreements may fade over time.

And there you have it – a quick overview of ethnography tailored for graduate students embarking on master's degrees or PhDs. I hope you found these insights helpful. If you have any questions, drop them in the comments, and stay tuned for more tips and advice on all things PhD.

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