ABSTRACT
The chapter guides you in learning how to conduct ethnographic research. The chapter defines ethnography including cultural knowledge, thick description, and the concept of a “cultural insider.” The chapter explains the different approaches to ethnography including ethnography of speaking (EOS), ethnography of communication (EOC), and autoethnography. The chapter explores how to make claims with each approach including descriptive, interpretive, and evaluative/reformist claims. The chapter defines the type of data used in ethnographies including participant observation and interviews and how to analyze these types of data. The chapter concludes with how to conduct ethnographic fieldwork involving gatekeepers, building rapport, taking detailed notes, knowing when you’ve reached data saturation, and developing reflexivity.
