Sam Ladner, our guest blogger, started off the new year with a provocative question on Ethnography Matters, “Does Corporate Ethnography Suck?” where she described academics’ critiques of industry ethnography as second rate or illegitimate. In her second post, Sam proffered methods for the shorter cycles of industry ethnography. In this, her final post, Sam discusses how to maintain reflexivity in ethnographic practice.
Maintaining Research Quality Through Reflexivity
In his wonderful short book On the Internet, Hubert Dreyfus (2009) argues that online learning differs from face-to-face in one significant way: online learners are physically removed from the learning environment, making it hard for them to feel their discomfort physically. Dreyfus argues that this discomfort is a key aspect to learning; we must be uncomfortable to learn.
If discomfort is learning, then ethnography offers a wealth of learning opportunities! Ethnography necessarily entails becoming immersed in that which you study. This immersion presents a wonderful – if sometimes uncomfortable – opportunity to continuously improve research. Immersion means you are “out of your element” and a guest in someone else’s location, be it their home, office, garage, or local grocery store. You are going to make mistakes. But these very mistakes provide an opportunity for both corporate and academic ethnographers to reflect on their practice. Read More…