Online Ethnographic Observations

Ethnography is a science that allows for this kind of writing. Ethnographers study social communities (“cultures”) from the inside out – the researcher lives in and among the people she studies for months or years, speaking the language, participating in daily life. He or she takes copious notes on the details of everyday life. He transcribes thousands of hours of taped conversations. The she or he writes articles or books finding patterns and lessons in this massive data.

In a netnography, data takes two forms: data that the researcher directly copies from the computer-mediated communications of online community members, and data that the researcher inscribes. Reflective fieldnotes, in which ethnographers record their observations, are a time-tested and recommended method in netnography. Although some netnographies have been conducted using only observation and download, without the researcher writing a single fieldnote, this non-participant approach draws into question the ethnographic orientation of the investigation.

But what kind of data is it? The researcher is part of the situation being studied. He/she cannot possibly observe a social situation without being part of it. The researcher can’t pretend he has objectivity. Most ethnographers admit their own feelings, points of view, and social roles in the community. They are “participant/observers” in the culture. By admitting their human point of view, they allow their readers to second-guess them, if necessary. They allow us to read their results in a more informed way.


Goal

We will do a mini-version of an ethnographic observation for our second, with this goal: to practice a form of research that mixes facts and observations with a personal point of view. We will practice writing in a researcher’s voice, one that reports the facts, but also uses them to interpret and even to argue.


Assignment

As with your interview questions, you will observe the identity of this online community and figure out what would make their community better. You will observe them for approximately a week, taking notes on as many details as you can. The goal is to observe as closely as possible; below I’ve given some ideas for what and how to observe.

Observing and taking notes:

It’s best to take notes during the observation. If that is impractical, take notes immediately afterward. Summarizing your memories of an event is not what ethnographic observation calls for (though it’s okay in journalism or memoir). You want to get down detailed, specific, observations, on details such as:

* examples of speech (see the warning below about privacy)
* their online Icons/Names/Identications
* ways of greeting, initiating conversation, beginning and ending an event
* protocols of meeting eachother
* the virtual environment (what does their message board/chat service look like)
* social environment (Describe the community this group is a part of, and where they fit in that community.)
* timelines (Note the time and date that you make your observations)
* any other concrete, physical detail of behavior, speech, or the environment

PRIVACY WARNING: Use common sense. Be aware of privacy issues. You are writing a public paper. If you are observing a public setting, remember that your subjects didn’t give permission, and avoid using real names or reporting anything personal. If you are observing a private setting, let people know you are writing a paper. Don’t report private conversations; report typical examples of speech, and snippets of conversation.

Interpreting your experience:

After taking your initial notes will try to find patterns and lessons in what you observed. You should try to bring up as many questions about your observation as you can think of, such as:

* How does the group use formal/informal language?
* Why does this group meet? What is their purpose? What does one get from being a member?
* What beliefs, values, or tastes does this group share? Do their specific actions demonstrate those beliefs, values, or tastes?
* How does this group act towards each other? Do they treat each other differently than they would in other circumstances?
* How does this group see its place in the larger community? How do they define themselves in relation to other groups?

The questions are endless; any question is good that draws a pattern or a lesson from your observation.

Remember that as you interpret, you are conveying your own thoughts. There is no absolutely objective way to measure the truth of what you say – but it will be well supported if you can point to detailed observations to back up your thoughts. It is okay to say “I think” or to discuss your impressions and feelings. Just use examples to show why you arrived at that thought.