ABSTRACT
The chapter explores qualitative methods in which researchers turn the lens on themselves to generate cultural insights. The chapter abstract explains that autoethnography involves the systematic analysis of one’s own experiences to understand broader social phenomena. It highlights autoethnography’s emergence from postmodern critiques of objectivity, embracing personal narrative and reflexivity as legitimate sources of data and meaning. Key theoretical underpinnings include narrative inquiry and the central role of reflexivity – researchers continually interrogating their biases and context to ensure rigor and depth. The abstract acknowledges debates on validity: while critics worry about subjectivity and “navel-gazing,” proponents argue that transparent self-analysis can yield profound insight into phenomena often inaccessible to outsiders. The chapter outlines strategies for analytical rigor, such as analytic autoethnography and ethical safeguards. In duo-autoethnography, juxtaposing two voices enhances reflexivity and uncovers multiple. The abstract emphasizes that both methods humanize research by blurring the boundary between researcher and subject. Applications span digital life (scholars writing as insiders of online communities) to management (executives reflecting on leadership challenges). The chapter underscores that autoethnographic approaches, when done with critical reflection and ethical mindfulness, produce highly personal yet culturally resonant knowledge, adding a deeply human dimension to qualitative inquiry.
