Ethnography (from Greek word ethnos = folk/people and grapho = to write) is a qualitative research method aimed to learn and understand cultural phenomena which reflect the knowledge and system of meanings guiding the life of a cultural group (Agar 1996). It was pioneered in the field of socio-cultural anthropology but has also become a popular method in various other fields of social sciences—particularly in sociology‚ communication studies‚ and history —that study people‚ ethnic groups and other
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What makes ethnography distinctive as a research methodology compare to other approaches to study social deviance? Ethnographies of deviant behavior are one of the most popular within the sociological genre. It identifies studies that involves ‘personal observation‚ interaction‚ and experience (as) the only way to acquire accurate knowledge about deviant behaviour’ (Adler‚ 1985:11) Ethnography requires having a input to various fields such as anthropology‚ sociology and criminology in order to
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groups and people as they go about their everyday lives.” Ethnographers do this by going out and “getting close” to the participants for prolonged periods of time in their natural setting. Emerson et al. Writing Ethnographic Fieldnotes‚ p.1 Ethnography moves from the specific to the general. (inductive) Practice of providing ethnographic reports through a thick description--- notes that exhibit depth and complexity. As Neuman noted‚ an event could take 3 minutes‚ but require many pages of descriptive
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Kevin Glazer Anthro-3 Chino Ethnography and Culture The article begins by giving an example of how most Americans approach the study of science. The quote states…“ most Americans observe whatever we wish to understand‚ introduce our own classification of what is going on‚ and explain what we see in our own terms.” Basically what the opening quote is implying is that instead of trying to understand why something happens‚ or why someone acts someway; we try to compare ourselves to the situation
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Abdullah (08456762) Is ethnography fact or fiction? Writing ethnography is always a sensitive proposition since it involves representing a culture and social realities with countless factors to be taken into consideration‚ for example: power. Although‚ at times one still hears of it referred to as ideal and neutral ethnography that yields reality in the way it is presented without being questioned‚ criticised and diagnosed by personal values (Pratt‚ 1986:27). Ethnography cannot be easily pinned
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The first thing one thinks of after hearing the name “Subway” is healthy food. The Subway brand has brought a revolution in the food industry with its healthy sandwiches & salads. Brand History: The founder Fred DeLuca in partnership with Dr. Peter Buck opened a submarine sandwich store in 1965 to fund his education as he wanted to be a doctor. Little did he know that he was destined to create a brand which today has 34218 restaurants spread across 95 countries. Brand Name: The founders
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ASSIGNMENT I have chosen SUBWAY® as an Multi-National Company for my assignment. Subway was opened by Fred DeLuca at the age of seventeen in 1965 with the help of a friend‚ Dr.Peter Buck‚ who invested $1000 in his first sandwich shop which was named Pete’s Super Submarine which was located in Bridgeport‚ Connecticut which was meant to fund his dreams of becoming a doctor. He set a goal of having 32 stores in 10 years but by 1964‚ they had only 16 stores. They realized that they would not be able
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The Subway® is mainly selling submarine sandwiches (subs) and salads to their customer. It is a strong and growing brand which is known for fresh and healthy made-to-order sandwiches. It provides low fat menu and allows their customer to mix-and-match the ingredients into their subs according to their preferences. Besides‚ Subway® also offers other products such as soft drinks‚ snacks and cookies. Customers are allowed to combine their subs‚ drinks and snacks in order to getting a cheaper offer.
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Ethnography is defined as a branch of anthropology dealing with the scientific description of individual cultures. Anthropology meaning the science that deals with the origins‚ physical and cultural development‚ biological characteristics‚ and social customs and beliefs of humankind. Anthropologists Bronislaw Malinowski and Margaret Mead are often identified as important players in the beginning of the professional field of ethnography. Malinowski’s first work was done in the Trobriand Islands of
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Visual Ethnograpy in User Studies and Product and Service Development Contents * Differences between customer and user studies * User studies and visual ethnography * User study processes * Preparation * Gathering information * Joint interpretation and analysis * Presenting information in a clear format * Utilisation of information * User studies and user-centred design * Research ethics * Assignment Objective of the module
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