Focusing ethnography: Theory and recommendations for effectively combining video and ethnographic research

Niklas Woermann*

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Abstrakt

Building theory with ethnography and filmic research increasingly requires focussing on key practices or settings, instead of painting a broad panorama of a culture. But few authors discuss why and how to focus. This article provides a systematic discussion of the theoretical and methodological underpinnings of focusing ethnographic research by comparing different schools of thought and suggesting a practice theory-based approach. It argues that many research projects are focused but do not reflect on the process of focusing, describes how to identify focal settings or practices, and introduces sequential analysis as a tool for studying them. Analysing videos, documents and language are discussed in turn, and methods for ensuring quality in focused ethnography are suggested. Finally, the article provides recommendations for publishing focused ethnography as text or film.

OriginalsprogEngelsk
TidsskriftJournal of Marketing Management
Vol/bind34
Udgave nummer5-6
Sider (fra-til)459-483
ISSN0267-257X
DOI
StatusUdgivet - 24. mar. 2018

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