ABSTRACT
This chapter explores ethnography as a method to interact, sense, perform, imagine, and live with others. Ethnography is one of the few interpretive methods that have been used so broadly in academia as well as in industry and popular culture. Ethnographers aim at capturing the human lived experience from the inside, immersed within the real social context. Ethnography requires intensive, rigorous, and high-level involvement fieldwork, and is conceptualized as the method of data collection, analysis, interpretation, and presentation achieved through intimate familiarity with the lived experiences, viewpoints, and practices of individuals in natural settings. Ethnographers are expected to collect, analyze, and present the data collected in an insightful, convincing, nuanced, and understandable manner. Different ethnographic processes might take place on a full-time or a part-time basis, covertly or overtly, depending on the researcher’s intentions, goals, and strategies.
