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Why go to an ethnography conference?: Notes from the EPIC 2013 Conference


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TTricia Wang his month’s theme features a series of posts from EPIC 2103  (Ethnographic Praxis In Industry Conference)and is edited by Ethnography Matters co-founder, Tricia Wang (@triciawang), who gave the opening keynote at EPIC, “The Conceit of Oracles: How we ended up in a world in which quantitative data is more valued than qualitative data” (transcript).

Most ethnography conferences are largely academic affairs and have been ongoing for years. The American Anthropological Association is in its 113th year; the Ethnography in Education Research Forum, its 35th; the Ethnographic and Qualitative Research Conference, its 26th; and the Chicago Ethnography Conference, its 16th. In contrast to conferences that are mostly academic in nature from the speakers to the attendees and content, one relatively new conference focuses on the work ethnographers do within organizations: EPIC (Ethnographic Praxis In Industry Conference), which was held most recently in London from September 15-18, 2013 (draft proceedings of papers & program).

Before attending an ethnographic conference, there is a critical question that must be answered: Why go to an ethnography conference? This is not a trick question. It is something that I have asked myself a number of times. In fact, I had honestly been unsure of the value of such conferences. That is, until I attended EPIC 2013. Let me elaborate…

Consider the hypothetical in which you are a superhero. You would likely want to hang out with a team with different super powers(a la X-Men or Justice League), not a team comprised of clones of yourself. So for most of my career, I didn’t prioritize going to ethnographic industry events. That said, I have attended my fair share of academic conferences such as HCI, CHI, CSCW, and ASA. By and large, I haven’t been overly impressed; the academic rigor of presentations wasn’t always coupled with inspiration and the events could be incredibly sleep-inducing (except for the fun meet ups afterwards where everyone becomes human!). I generally prefer conferences that challenge me to think about the unfamiliar, which shouldn’t be surprising to hear from an ethnographer.

But I can now testify that I have attended my first ethnography industry gathering and I found it very inspirational, indeed!

In September 2013, I traveled to London to attend and speak at EPIC 2013. It was an honor to deliver the conference-opening keynote lecture entitled “The Conceit of Oracles: How we ended up in a world in which quantitative data is more valued than qualitative data” (transcript). While there was some variability in the quality of the presentations, the ones that were high quality were beyond inspirational. Equally brain-exploding were the fantastic hallway conversations with other accomplished ethnographers.

EPIC is a gathering where academic ethnographers and corporate ethnographers mingle as equals. In its sixth year, EPIC “promotes the use of ethnographic investigations and principles in the study of human behavior as they are applied in business settings.” EPIC started out with folks who were working at large tech companies such as IBM, Xerox Parc, Intel, and Microsoft, but it has now evolved into a conference that welcomes attendees working in boutique research firms, design studios, and consulting agencies.

There is no other conference in our field that is so interdisciplinary in attendance and ideas. I met attendees who deal with ethnography in every context, including marketing, strategy, design, research, and academia. Simply put, this is the conference to go to if you wish to learn how to make products, services, and organizations that truly serve people.

To capture the memorable presentations, interesting conversations, and useful workshops from EPIC 2013, Ethnography Matters will present a series of guest posts from presenters and attendees of the conference.Read More… Why go to an ethnography conference?: Notes from the EPIC 2013 Conference

November 2013: Being a student ethnographer


THeather Ford his month’s theme is about what it means to be a student ethnographer and is edited by Ethnomatters co-founder, Heather Ford (@hfordsa), a current DPhil (PhD) student who believes that she will forever be a student of ethnography.

I remember the first time I adopted an ethnographic persona – very tentatively and with a great deal of trepidation. I’d applied for a job as an ethnographer with Ushahidi after graduating from my Masters degree and was miraculously accepted – miraculous because most ethnographer jobs require at least a PhD, not to mention loads of ethnographic experience. The stars were aligned… or were they?

This was the first time that Ushahidi had hired an ethnographer; it was the first time that the funding body that would help to pay my salary had invested in ethnographic research; it was my first ethnography job and my first ethnographic project. Firsts for everyone are really exciting, and I was lucky to be working for an organisation that supported me despite my lack of ethnographic experience. But ethnography doesn’t accord with the usual tenor of development projects and we faced a number of challenges that, looking back on it now, were bound to happen; challenges that, in the end, had really good results but meant that things weren’t exactly plain sailing en route.

In my first few months at the job, I heard things like: ‘You really need to have a PhD to say you’re an ethnographer’ or: ‘Only anthropologists can claim to do real ethnography’. This was all very interesting but I’d just received a job as an ethnographer and I couldn’t exactly ask for them to take it back. So I did what I always do when faced with a crisis: I gathered a bunch of much more experienced and knowledgeable people together to help me discover what exactly it meant to be an ethnographer. I knew that there were many of us who were asking similar questions and that the “ethnography + digital/networked/technology” space was burgeoning in many quarters.Read More… November 2013: Being a student ethnographer

October 2013: Social contexts of genes + jeans (Music mix)


picture of DJ RobynnDJ Robynn is a Bay Area DJ who has been called “one of the last avatars of the vinyl.” You can find some of her original mixes here.

For our edition on Genes, DJ Robynn put together this special remix of songs collected from this month’s contributors.

DJ Robynn’s Mix: Social contexts of Genes + Jeans (October 2013 Genes/Jeans edition) by Ethnography Matters on Mixcloud

MixCloud supports SoundExchange, PRS for Music and PPL

The songs in this mix are:

The music in this mix was selected by this month’s contributors:

Alondra Nelson talked to EM about the sociocultural implications of genetic screening tests, touching on uses of genetic analysis in such varied settings as the early Black Panthers’ community-based genetic screening programs for sickle cell anemia, the criminal justice system, and popular TV shows like Finding Your Roots and Who Do You Think You Are. She also described the music that came to mind for her when thinking about her research:

Both Sun Ra and Alice Coltrane are making what you might call scientific music, but it’s also metaphysical music. Part of what’s so interesting to me as a researcher about contemporary genetics and what we think it means in society, is that it’s making claims about science or the scientific, but we’re also asking it to do some pretty significant metaphysical work. The work of Sun Ra and Alice Coltrane resonate with me in that regard. And Sun Ra also of course because there’s a lot of discord and cacophony in the work. Coltrane is a bit more melodic. Sun Ra, you have crashing, booming — depending on what your taste is, even difficult to hear –  combinations and recombinations of sound. So I think that the Sun Ra pieces are also a manifestation of the discord in how we think about ourselves and our communities after the genome. But also discord with the hyperbole that does not render the full complexity of human experience and human societies.

(Alondra Nelson on the Social Life of DNA)

Julia Serano described the ways in which cultural boundaries can be replicated in people’s (mis)understandings of biology (…):

Biology as it gets taught in school, you learn to put things into categories: These are dogs; these are cats. These are women; these are men. We learn to organize everything into these clear cut categories — but in biology, there really are no clear-cut categories. You can put dogs and cats into separate categories, and sometimes that’s useful, but they once shared a similar ancestor together. There is a lot of overlap between the types of genes they have, and their behaviors.

(Genes, fruit flies and the Ramones with Julia Serano)

Clare Wilkinson-Weber selected a popular song from the 1994 Bollywood film Dulaara to go with her piece on Jeans, Indian film and fashion:

Certainly, the remarkable capacity of jeans to find a place within schemes of dress worldwide is testament to the powers of worldwide production and distribution networks that now bring jeans within the reach of so many. Equally important though are those material qualities of jeans that, in interaction with the wearer’s body, make jeans such a supple and appealing garment. What all of this entails for what jeans “mean” is complicated, though.

(Jeans, Indian film and fashion)

And thanks to Christopher Kelty for sharing Jonathan Coulton’s music.

September 2013: Ethnography, Speculative Fiction and Design


This month’s theme is about the relationships between ethnography and fiction. It is not necessarily something that we explored a lot here at Ethnography Matters, which is why it seemed an interesting topic for this September edition. Another reason to address this now is because of recent experimental ways of “doing ethnography” (e.g. the work by Ellis & Bochner or Denzin), as well as curious interdisciplinary work at the cross-roads of design, science-fiction and ethnography (e.g. design fiction).

Of course, in Anthropology, the border between ethnography and fiction has always been very thin. Consider how ethnographers have written fictional novels or made speculative films, more or less based on field research. Also think about “docufictions” by Jean Rouch, a blend of documentary and fictional film in the area of visual anthropology. There are lots of reasons for using fictional methods, but there’s a general interest in going beyond scientific format/language by making ethnographic accounts more “engaging, palatable, and effective“.

For that matter, Tobias Hecht gives a rather good definition of what we will address in this month’s edition:

Ethnographic fiction is a form that blends the fact-gathering research of an anthropologist with the storytelling imagination of a fiction writer. It is not a true story, but it aims to depict a world that could be as it is told and that was discovered through anthropological research.

What’s interesting here is that “storytelling” can take many narrative forms. Of course, a great deal of ethnographic fiction corresponds to short stories, novels, films and documentary. However, there are plenty of other possibilities. People interested in fantasy role-playing games are used to thick bestiaries of fictional creatures. In such documents, animals or monsters are described with drawings, a fictional background, statistics (frequency, magic resistance, armor class…) and a profusion of material concerning their habitat, their rituals and their behavior. The level of details provided by the authors is generally tremendous. Another interesting example here is the “Star Trek Star Fleet Technical Manual” by Franz Joseph. This book, presented as a collection of factual documents, presents the spacecraft of Start Trek, with uniforms, weapons, devices and military protocols. To some extent, it describes the author’s take on this fictional universe, and it’s sometimes inaccurate according to Trekkies. However, for an ethnographer like me, this manual is incredibly intriguing as it shows a peculiar way to present fieldwork, and makes me wonder about the most convincing and engaging formats.

Star Trek

Artifacts from Star Trek, Picture by Julian Bleecker CC BY-NC-ND 2.0

Both role-playing game bestiaries and SciFi tech manuals are interesting because they have a certain format and use particular conventions: technical diagrams and schematics, zoological-like classification, etc. By making things appear factual they attempt to suspend the reader’s disbelief. However, they are still textual, which leads us to wonder whether other artifacts might have the same power of attraction. Obviously, there are plenty of good examples of designed objects that can count as “fictional ethnographies”: maps of fictional universes (e.g. Lord of the Rings), and museum exhibits presenting props from science fiction films can be seen as similar vehicles.

In design circles, the current interest in “design fiction” is geared towards exploring how prototyping and storytelling can benefit from each other. Design fiction use standard objects and media conventions as a way to express ideas about the future: a fake product catalogue, a map of a fictional area, a journal, a short video showing a day in the life of a person, etc. One can see design fiction as similar to science fiction in that the stories bring into focus certain matters-of-concern, such as how life is lived, questioning how technology is used and its implications, as well as speculating about the course of events… which is obviously close to what a certain kind of ethnography is interested in. This ability to flesh out the details of alternative futures can be seen as an intriguing form of speculative ethnography with a specific focus on original format.

In this edition, we’ll address ethnography and fiction with the following contributors:

  • Anne Galloway, an ethnographer interested in material, visual and discursive aspects of technology, will give her perspective on design ethnography and speculative fiction.
  • Laura Forlano, from the Institute of Design at the Illinois Institute of Technology, will address what ethnographers can learn from science fiction and speculative design. Based on examples from design and popular culture, she will explore the generative and analytic potential of “design fiction”.
  • Jan-Hendrik Passoth, sociologist at TU Berlin and Nicholas Rowland, Associate Professor at PSU, will address post-ironic ethnography, reportage style and David Foster Wallace.

Check out past posts from guest contributors! Join our email groups for ongoing conversations. Follow us on twitter and facebook.

August 2013: Ethnographies of Objects


This month’s edition is co-edited by CW Anderson (@chanders), Juliette De Maeyer (@juliettedm) and Heather Ford (@hfordsa). The three of us met in June for the ICA preconference entitled ‘Objects of Journalism’ organised by Chris and Juliette. Over the course of the day, we heard fascinating stories of insights garnered through a focus on the objects, tools and spaces surrounding and interspersed with the business and practice of newsmaking: about faked photographs through the ages, about the ways in which news app designers think about news when designing apps for mobile devices and tablets, and about the evolution of the ways in which news room spaces were designed. We also heard rumblings – rarely fully articulated – that a focus on objects is controversial in the social sciences. In this August edition of Ethnography Matters, we offer a selection of objects from the conference as well as from an open call to contribute and hope that it sparks a conversation started by a single question: what can we gain from an ethnography of objects – especially in the fields of technology, media and journalism research?

"Hardware"

Hardware. Image by Cover.69 on Flickr CC BY

Why an *ethnography* of objects?

As well as the important studies of body snatching, identity tourism, and transglobal knowledge networks, let us also attend ethnographically to the plugs, settings, sizes, and other profoundly mundane aspects of cyberspace, in some of the same ways we might parse a telephone book. Susan Leigh Star, 1999

Susan Leigh Star, in ‘The ethnography of infrastructure‘ noted that we need to go beyond studies of identity in cyberspace and networks to (also) look at the often invisible infrastructure that surfaces important issues around group formation, justice and change. Ethnography is a useful way of studying infrastructure, she writes, because of its strengths of ‘surfacing silenced voices, juggling disparate meanings, and understanding the gap between words and deeds’.

In her work studying archives of meetings of the World Health Organization and old newspapers and law books concerning cases of racial recategorization under apartheid in South Africa, Star ‘brought an ethnographic sensibility to data collection and analysis: an idea that people make meanings based on their circumstances, and that these meanings would be inscribed into their judgements about the built information environment’.Read More… August 2013: Ethnographies of Objects

July 2013: Ethnography in Education


Guest Editor Morgan G. Ames

Guest Editor
Morgan G. Ames

Welcome to this month’s theme on ethnography in education research! From the promise of radio learning nearly a century ago, to the recent hype around One Laptop Per Child, to the current excitement around massive open online courses (MOOCs), education has been a site of constant reform efforts – or, as education researcher Larry Cuban puts it, “tinkering.” While using “big data” to evaluate these reforms has its allure (and can be useful in ethnographic research, as Jenna and Ayman have shown us in previous posts), ethnography is unique in being able to dig below the surface and uncover the complicated processes and contingent effects of education and education reform.

ethnography_education

This month’s authors highlight how ethnography can uncover unexpected results or answer difficult questions about some of the thorniest problems in education reform, especially the persistence of various kinds of inequality. Our first article, by Christo Sims (@christosims), tackled this question head-on in an ethnography of a technology-focused public school in New York that inexplicably had many of its less advantaged students transfer out. With his research, Christo was able to say why this was happening and what it means for other efforts for digital inclusion.

Coming up next, we will hear from Ricarose Roque (@ricarose), who is working to break down some of the stubborn gender, racial, and socioeconomic divides in computer science and bring the programming environment Scratch to a more diverse community. She will talk about some of the unexpected benefits parents experienced in the qualitative focus groups she has been conducting as part of her research.

Later in the month, Sheila Frye (@sheila_frye) will tell us about her research on interactive eBooks, which promote active reading habits – a crucial part of literacy – to children who may not learn this skill otherwise. Sheila uses ethnography to take a close look at both the benefits and the potential drawbacks of interactive eBooks. Her enthusiasm for ethnographic methods is infectious; she is one of the few graduate students we know who LOVES her dissertation work!Read More… July 2013: Ethnography in Education

Virtual identity: Subversive attention


Related posts:

Eddie Vedder, Damien Echols

Eddie Vedder embraces Damien Echols
(CC BY-SA CarolinaaPPaz)

While working on this month’s edition on virtual identity, I’ve been reading Life After Death, Damien Echols’ memoir of a ruptured life. At 18, Echols was convicted along with two other men of the murders of three children, allegedly in a Satanic ritual.

It wasn’t until 2011, after Echols had spent 18 years facing execution on Death Row, that he and the other two members of the “West Memphis Three” were released in the wake of new DNA evidence and critical media attention. The prosecution’s case had rested on coercive confessions and unfounded fears about the involvement of local heavy metal enthusiasts in Satanic orgies. Thus it seems that one horror — the murder of three innocent second graders — was followed by another, in which three teenagers were convicted of those murders based on little more than the crime of liking Metallica [1]. Unfortunately stories like Echols’ aren’t that surprising.

Identity gets intertwined with attention — how we see ourselves, and how others see (or don’t see) us.

In addition to its portrayal of grave problems in the American justice system, the book is striking for the layered and conflicting accounts of identity that come into play. Identity gets intertwined with attention — how we see ourselves, and how others see (or don’t see) us.

Echols first came to the attention of local authorities because of his outsider identity. He was a ‘freak’ because he wore black and t-shirts advertising metal bands. He explored a range of religious practices — Catholicism (which led him to change his name [2]), Wicca, mystical esoterica — in a community where evangelical fundamentalism held sway. His difference made him a magnet for rumors.

Read More… Virtual identity: Subversive attention

May 2013: Persuasive Formats


I wanted to focus my own contribution to this month’s special edition (about “how to talk to companies about ethnography”) on presentation formats. That research findings will ultimately be delivered or presented is a given, but the particular format varies and seems often to be a matter of the conventions within particular organizational or research cultures. I’ve participated in ethnographic projects within the corporate sector. I’ve done a bit of consulting work for an NGO. The bulk of my career I’ve spent in Academia doing ethnographic work as most conventionally defined – culminating in the writing of an 80,000 word ethnographic monograph (which was text by-and-large with just a few black and white photos). On this basis, I’ve passed through a few different micro-worlds where different presentation practices prevailed.

In our interview with Steve Portigal this month I asked him about the hierarchy of formality he describes in his new book. For delivering the late-breaking or unprocessed findings (to communicate their informality) he uses e-mail, then Word documents, and finally polished results are delivered in PowerPoint. The ascendence of PowerPoint (not as an accompaniment to a project report, but as the report itself) in corporate settings and consultancy work I find really fascinating. Maybe because of the way it seems to prioritize communicating with as few words as possible, the pressure to edit down to the essentials, to consider what to omit just as much as what to include, how daunting! It seems obvious that this is reflection of the particularly intensive pressures of productivity, of delivering on the short project cycles of the private sector.

drawing-guides-guidelines-powerpoint

The Office suite of applications does not, by any means, encompass the full range of formats that are our options for communicating about ethnographic research. For example, my first job title when I worked in industry (at Intel Corp) was “Application Concept Developer.” My task was to translate research findings from our team of social scientists (who used interviews, observation, diary studies, copious photographs, etc) into interactive design concepts. These were not prototypes, but rather interactive demonstrations showing how insights from fieldwork fed into novel designs for computing systems. This was an attempt to communicate between social scientists and engineers…using the language of building and by engaging through interactivity.

Read More… May 2013: Persuasive Formats

April 2013: Ethnomining and the combination of qualitative & quantitative data


Rows of quantitative data with visualizations

Image from Fabien Girardin

After the two previous editions (Openness and Stories to action), it’s now time for our April edition on combining qualitative and quantitative data.

While ethnography generally draws on qualitative data, it does not not mean that quantitative approaches shouldn’t be employed in the research process. Combining the two leads to a “mixed-method approach” that can take various forms: data collection and analysis can be either separated or addressed together, and each of them can be used in service of the other. Of course, this isn’t new in academic circles and corporate ethnography but there seems to be a renewed interest lately in this topic.

One of the driving forces of this renewed interest is the huge amount of information produced by people, things, space and their interactions — what some have called “Big Data“. The large data sets created by people’s activity on digital devices has indeed led to a surge of “traces” from smartphone apps, computer programs and environmental sensors. Such information is currently expected to transform how we study human behavior and culture, with, as usual, utopian hopes, dystopian fears and *critical sighs* from pundits.

Although most of the work of Big Data has focused on quantitative analysis, it is interesting to observe how ethnographers relate to it. Some offer a critical perspective, but others see it as an opportunity to create innovative methodologies to benefit from this situation. See for instance the notion of “Ethnomining” described by Aipperspach et al. (2006) in their insightful paper Ethno-Mining: Integrating Numbers and Words from the Ground Up:

Ethno-mining, as the name suggests, combines techniques from ethnography and data mining. Specifically, the integration of ethnographic and data mining techniques in ethno-mining includes a blending of their perspectives (on what interpretations are valid and interesting and how they should be characterized) and their processes (what selections and transformations are applied to the data to find and validate the interpretations).

Read More… April 2013: Ethnomining and the combination of qualitative & quantitative data

March 2013: Stories to Action Edition


TTricia Wang his month’s Stories to Action edition was inspired by a panel that Ethnography Matters co-founder, Tricia Wang (@triciawang), curated at Microsoft’s annual Social Computing Symposium organized by Lily Cheng & Liz Lawly at NYU’s ITP. For the panel, Tricia asked several researchers to share a specific story from their field experience, the insights gained from the story, and how those insights shaped their projects. In this edition, several speakers elaborate on what they shared.

Welcome to the Stories to Action edition of Ethnography Matters!

Over the last few decades, organizations have learned to use the tools and approaches of ethnography to inform product and service development.[1] But the idea of gaining context-specific insights about users before a product or service is engineered is still relatively new. In May, Jenna Burrell is curating an edition on how to talk to organizations about ethnographic research (please reach out if you’d like to guest post for that edition!).

This month, we want to show that the ethnographic process is more than just an insight-generating machine. As ethnographers, we gather stories, analyze them, and identify the relevant insights. But, we do so much more. We do stuff with those stories and insights. We design products, services, apps, campaigns, and programs. We create new approaches to problem-solving. All that analyzing? It never stops. Like software programmers, we are constantly improving our designs.

To ethnographers this is all obvious. But it’s not always clear to others.

Clients often focus on end-product insights, failing to realize that ethnographic practice is a complex and multi-stage process. It is common among ethnographers working in the private or public sector to share frustrations that clients want ethnographic insights, but do not grasp the fieldwork and analytical work required to produce deep insights.

As ethnographers, we can feel the fieldsite in our bones. It stays with us. We can recall every participant’s face, the colors of their clothes, the texture of their hair, and the way they hold their cellphones. Long hours of fieldwork are sprinkled into memos, invoices, project management files, and proprietary qualitative software.

We can close our eyes and envision the tangible evidence of shadowing and participant observation: the project room filled with colored sticky notes on the walls, black and red sharpies strewn over the table, and white boards full of diagrams.

We are haunted by the people we interview—the woman whose hands trembled as she told a deep secret that she had never told anyone else or that kid who showed so much joy when he started leveling up.

The meaning of these experiences, these stories, and every minute detail of the research is clear to us. We know the weight of our analysis.

All the client sees: one powerpoint.

With the client’s myopic focus on insights, ethnographers may mistakenly think that clients don’t need to see the messy stuff. Fieldnotes, stories, and analysis seem less important.

Both clients’ focus on insights and ethnographers’ acceptance of this had led to an undesirable outcome for the field of business ethnography: many of the core practices of ethnographic observations and analysis become invisible and devalued.

Our hope is to offer more examples of how ethnographic research can contribute to amazing design decisions. Great stories from the field inform our actions in the development phase of our projects. For this month’s story edition, we wanted to showcase the strength of amazing stories that can go a long way to inform insights and actions.

This month’s Stories to Actions theme was inspired by a panel that I curated at Microsoft’s annual Social Computing Symposium organized by Lily Cheng at NYU’s ITP.

I had asked several researchers to share a specific story from their field experience, the insights gained from the story, and how those insights shaped their projects. This edition will feature posts that will further explore important stories from ethnographic research that have led to important insights from prominent ethnographic researchers:

In addition to the stories shared at the Social Computing Symposium, we also have a guest post from Adriana Young Valdez about how she used stories gathered from ethnographic work to design games.

The posts in the Stories to Action Edition will shed some light on the important stories behind ethnographic research that may sometimes be overlooked when clients are only looking for big picture insights.

OTHER POSTS IN THE STORIES TO ACTION EDITION:

 

footnotes:

[1] This post is primarily about ethnographers who produce reports for clients, though the points also would apply to academics and their published research findings.

__________________________________________

We’re looking for guest contributors for Nicolas Nova’s Ethnomining edition in April. Check out the upcoming themes to see if you have something to submit!

Check out past posts from guest contributors! Join our email groups for ongoing conversations. Follow us on twitter and facebook.