ABSTRACT
Ethnography is the work related to describing cultures. The focus of the ethnography, its analysis and final presentation of the result will always be influenced by the cultural reference of the researcher. Communication is basically a question of finding a common reference in some shared discourses for the exchange of experiences and sentiments. Personal experiences have to be verbalised or expressed in a way that ties it to certain accepted discourses. Culture and language define a collective stock of knowledge on the basis of which people are able to communicate. Cultural themes are usually subjects to very general social diagnostics such as theories of modernity, risk society, the culture of narcissism and the patriarch society. Cultural themes might origin from and refer to a minor number of domains, but influencing a broader field of domains like MacDonaldisation, Fordism and Taylorisation.
