Description: Ethnography is a discipline of anthropology that focuses on the scientific description of the customs, practices, and ways of life of individual peoples and cultures. Through participant observation and field research, ethnographers seek to understand the social dynamics, beliefs, and values that shape the everyday lives of the communities they study. This approach allows for deep immersion in the cultural context, facilitating the collection of qualitative data that reflects the complexity of human interactions. Ethnography not only involves gathering information but also entails a critical analysis of how social and cultural structures influence individual and collective experiences. Its relevance lies in its ability to provide a holistic view of societies, highlighting cultural diversity and promoting greater understanding among different groups. In an increasingly globalized world, ethnography becomes an essential tool for addressing issues of identity, power, and cultural resistance, enabling researchers and society at large to appreciate the richness of the traditions and ways of life that exist on the planet.
History: Ethnography has its roots in 19th-century anthropology when early anthropologists began documenting non-Western cultures. One significant milestone was Bronisław Malinowski’s work in the Trobriand Islands, where he introduced participant observation as a research method in the 1910s. Throughout the 20th century, ethnography evolved, incorporating critical and reflexive approaches and diversified into various disciplines, including sociology and social psychology.
Uses: Ethnography is used in various disciplines, such as anthropology, sociology, education, and marketing. In social research, it allows for understanding the cultural and social dynamics of specific communities. In the business realm, it is applied to investigate consumer behavior and improve product and service design. It is also used in education to develop more inclusive and culturally relevant teaching methods.
Examples: An example of ethnography is Clifford Geertz’s study of Balinese culture, where he analyzed rituals and everyday practices to understand cultural meaning. Another case is the research on urban life in contemporary cities, where ethnographers observe social interactions in public spaces to understand the dynamics of urban life.
