qualitative research design aimed at exploring cultural phenomena
Ethnography is defined as an illuminative account of social life and culture in a particular social system based on multiple detailed observations of what people actually do in that social setting that is observed. Ethnography can be described as both, qualitative and quantitative research methods that are used by sociologists when studying specific groups, communities or institutions found being a part of a larger complex society. These larger societies that sociologists could possibly observe in are entities such as gangs.
The use of ethnography is most commonly used by sociologists who take a more specific look into society as well as proposed research for studies involving participant observation. Within society it can be used for organizations, communities, cults, etc.
As we look at different types of ethnographies today, the research still focuses on social aspects such as digital or virtual ethnographies. Since generation Social anthropology is derived within the ideas of ethnography, but the use of ethnography today is described in a less severe matter such as research, opinions and other forms of social studies.
As a method of data collection, ethnography entails examining the behaviour of the participants in a certain specific social situation and also understanding their interpretation of such behaviour. Dewan (2018) further elaborates that this behaviour may be shaped by the constraints the participants feel because of the situations they are in or by the society in which they belong. Ethnography, as the presentation of empirical data on human societies and cultures, was pioneered in the biological, social, and cultural branches of anthropology, but it has also become popular in the social sciences in general—sociology, communication studies, history—wherever people study ethnic groups, formations, compositions, resettlements, social welfare characteristics, materiality, spirituality, and a people's ethnogenesis. The typical ethnography is a holistic study and so includes a brief history, and an analysis of the terrain, the climate, and the habitat. In all cases, it should be reflexive, make a substantial contribution toward the understanding of the social life of humans, have an aesthetic impact on the reader, and express a credible reality. An ethnography records all observed behavior and describes all symbol-meaning relations, using concepts that avoid causal explanations. Traditionally, ethnography was focussed on the western gaze towards the far 'exotic' east, but now researchers are undertaking ethnography in their own social environment. According to Dewan (2018), even if we are the other, the ‘another’ or the ‘native’, we are still ‘another’ because there are many facades of ourselves that connect us to people and other facades that highlight our differences.
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