Adapting Ethnography: An Example of Emerging Relationships, Building Trust, and Exploring Complex Consumer Landscapes

Edirisingha, Prabash, Aitken, Robert and Ferguson, Shelagh (2014) Adapting Ethnography: An Example of Emerging Relationships, Building Trust, and Exploring Complex Consumer Landscapes. In: Consumer Culture Theory. Emerald, pp. 191-215. ISBN 978-1-78441-158-9

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Abstract

Purpose
In this paper, we provide a practical example of how ethnographic insight is obtained in the field. In so doing, we demonstrate multiple ways in which ethnographic approaches can be adapted during on-going research processes to develop rich and multiple emic/etic perspectives.

Design/methodology/approach
This paper is based upon the first author’s reflective experience of undertaking ethnographic field work. The discussion draws from a multi-method, longitudinal and adaptive ethnographic research design, which aimed to capture the process of new family identity formation in Sri Lanka.

Originality/value
Existing research gives us excellent insight into various methods used in contemporary ethnographic research and the kinds of insight generated by these methods. With few exceptions, these studies do not give significant insight into the specifics of the ethnographic research process and the adaption practice. Thus, we provide a practical example of how ethnographic insight is obtained in the research field.

Discussion/findings
Our discussion elaborates the ways in which we integrated multiple research methods such as participant observations, semi-structured in-depth interviews, informal sessions, Facebook interactions, adaptations of performative exercises and elicitation methods to overcome complexities in cultural, mundane and personal consumption meanings. We also discuss how closer friendships with informants emerged as a consequence of the ethnographic research adaption practice and how this influenced trust and confidence in researcher-informant relationship, presenting us with a privileged access to their everyday and personal lives.

Item Type:	Book Section
Uncontrolled Keywords:	Ethnography, qualitative research, multi-method research, complex research topics, observational research, friendship as method
Subjects:	N100 Business studies
Department:	Faculties > Business and Law > Newcastle Business School
Depositing User:	Becky Skoyles
Date Deposited:	07 Dec 2018 09:14
Last Modified:	19 Nov 2019 09:50
URI:	http://nrl.northumbria.ac.uk/id/eprint/37119

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