Adapting ethnography: An example of emerging relationships, building trust, and exploring complex consumer landscapes

Prabash Edirisingha, Robert Aitken, Shelagh Ferguson

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

3 Citations (Scopus)

Abstract

Purpose - In this paper, we provide a practical example of how ethnographic insight is obtained in the field. In so doing, we demonstrate multiple ways in which ethnographic approaches can be adapted during on-going research processes to develop rich and multiple emic/etic perspectives.

Design/methodology/approach - This paper is based upon the first author's reflective experience of undertaking ethnographic field work. The discussion draws from a multi-method, longitudinal and adaptive ethnographic research design, which aimed to capture the process of new family identity formation in Sri Lanka.

Originality/value - Existing research gives us excellent insight into various methods used in contemporary ethnographic research and the kinds of insight generated by these methods. With few exceptions, these studies do not give significant insight into the specifics of the ethnographic research process and the adaption practice. Thus, we provide a practical example of how ethnographic insight is obtained in the research field.

Discussion/findings - Our discussion elaborates the ways in which we integrated multiple research methods such as participant observations, semi-structured in-depth interviews, informal sessions, Facebook interactions, adaptations of performative exercises and elicitation methods to overcome complexities in cultural, mundane and personal consumption meanings. We also discuss how closer friendships with informants emerged as a consequence of the ethnographic research adaption practice and how this influenced trust and confidence in researcher-informant relationship, presenting us with a privileged access to their everyday and personal lives.

Original languageEnglish
Title of host publicationConsumer Culture Theory (Research in Consumer Behavior
EditorsJohn Schouten, Diane Martin, Russell Belk
PublisherEmerald
Pages191-215
Number of pages25
Volume16
ISBN (Electronic)978-1-78441-157-2
ISBN (Print)978-1-78441-158-9
DOIs
Publication statusPublished - 22 Nov 2014

Publication series

NameResearch in Consumer Behavior
PublisherEmerald
ISSN (Print)0885-2111

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