Business, Management and Economics

An Ethnography of Global Landscapes and Corridors

Edited by Loshini Naidoo, ISBN 978-953-51-0254-0, 284 pages, Publisher: InTech, Chapters published March 09, 2012 under CC BY 3.0 license
DOI: 10.5772/586
Edited Volume

The chapters presented in this book draw on ethnography as a methodology in a variety of disciplines, including education, management, design, marketing, ecology and scientific contexts, illustrating the value of a qualitative approach to research design. The chapters discuss the use of traditional ethnographic methods, such as immersion, observation and interview, as well as innovative ethnographical methods which have been influenced by the new digital culture. The latter challenges notions of identity, field and traditional culture such that people are able to represent themselves in the research process rather than be represented. New approaches to ethnography also examine the use and implication of images in representation as well as critically examining the role and impact of the researcher in the process.