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ASB 102
Researching Culture
Chapter 3 Learning Objectives
3.1 Discuss how cultural anthropologists do research.
3.2 Recognize what fieldwork in cultural anthropology
involves.
3.3 List some urgent issues in cultural anthropology research.
3.1: Changing Research
Methods in Cultural
Anthropology
• From the Armchair to the Field
• Participant Observation
History of Fieldwork
• Most research was conducted in small,
isolated cultures
Changing Methods
in a Global World
• Few, if any, isolated cultures
remain
• Anthropologists need methods
for studying
• Larger‐scale cultures
• Global‐local connections
• Cultural change
From the Faraway and Small‐
scale…
For example, the
Andaman Islands of
India, or Samoa
To Urban, Globalizing
Sites Such as Tangier,
Morocco
To the Field at
“Home”: for
Example,
Tangier,
Virginia
Including “Main Street”
To the Study of How
Globalization affects
Local Markets in the
Old City of Istanbul,
Turkey
And Specialized Topics Such as Women’s
Lives in a South Indian Urban Neighborhood
Or Public Health Communication in
Johannesburg, South Africa
Innovation:
Multi‐sited Research
• Fieldwork conducted on a topic in
more than one location
• Especially helpful for studying
migrant populations
• Example: Global Ethnohydrology
Study (GES)
Global Ethnohydrology Study
• Run out of the Culture, Health
and Environment Lab, led by Drs.
Amber Wutich and Alexandra
Brewis (at Arizona State)
• Collect data from 7‐10 sites
annually on research
surrounding water and health
• Students help collect data in the
field, and in the lab they help
process, organize, code and
analyze
Anthropology Works (applied anthropology)
Genevieve Bell, a cultural One of Dr. Bell’s research projects
anthropologist at Intel Labs, runs involved examining the objects
a team of about 100 researchers. that people in different countries
The team studies how consumers keep in their cars. These fleece
interact with electronics and blankets show photographs of the
develops new technology actual contents of cars in Australia
experiences for them and Singapore.
Part 3.2
Doing Fieldwork in
Cultural Anthropology
• Beginning the Fieldwork Process
• Working in the Field
• Fieldwork Techniques
• Recording Culture
Beginning the Fieldwork
Process:
Choosing a Research Topic
• Find gaps in literature
• Current events
• Focus on a commodity
• Re‐study
• Example of the Trobriand
Islanders
• Luck!
Beginning the Fieldwork
Process:
Preparing for the Field
• Funding
• Visas and permission to conduct research
• Ethical considerations
• AAA Code of Ethics
• Protection of “human subjects” and
Institutional Review Boards (IRBs)
• Informed consent
• Specialized equipment, medical kit
• Language training
• Personal safety considerations
Working in the Field
• A lengthy and difficult process
• Site selection
• Gaining rapport
• Gift giving and exchange
• Gifts should be culturally and
ethically appropriate
• Microcultures and fieldwork
• Issues of race, class, gender,
and age
• Culture shock
Working in the Field:
Site Selection
• Several factors:
• The size of the population(s)/area(s)
depends on the topic being
researched
• Topic may require a specialized
location, such as a clinic
• Many communities do not welcome
researchers
• Often, housing shortages mean the
community cannot make space for
the anthropologist
Working in the Field: Gaining Rapport
• Rapport is a trusting relationship between the
researcher and the study population
• Important to establish rapport with gatekeepers
• Anthropologists are often labeled as spies
• Example: Christa Salamandra in Damascus, Syria
My Fieldwork
• 2011 – Russel Pearce Recall
Campaign
• Working with Dreamers –
undocumented immigrant
youth who were (and still
are) fighting for their rights
• Gaining rapport leading up
to my interviews
Working in the Field:
Gift Giving and Exchange
• Giving gifts can help the project
proceed
• Gifts should be culturally and
ethically appropriate
• Important to learn the local rules of
exchange
Working in the Field:
Microcultures and
Fieldwork
Class, race, gender, age,
and other microcultural
factors may affect how
local people will
perceive and welcome
an anthropologist
Working in the Field:
Culture Shock
• Feelings of
– uneasiness, loneliness, and anxiety that occur when a person shifts from one
culture to another one
– reduced competence as a cultural actor
• Can include problems with food, language barriers, and
loneliness
• Reverse culture shock may occur after coming home
Reminders
• Turn in participation sheets
• Reading check (via REVEL) due
before next class
• Review the Exchange of
Chocolate Assignment on BB
(will discuss next class)
Chapter 3: Researching
Culture
Day 2
Recap: Participant
Observation
• Learning about culture by living in a
culture for an extended period
• Bronislaw Malinowski took this approach
while studying the people of the
Trobriand Islands
• Key elements:
• Living with the people
• Participating in their everyday life
• Learning the language
Part 3.2
Doing Fieldwork in
Cultural Anthropology
• Beginning the Fieldwork Process
• Working in the Field
• Fieldwork Techniques
• Recording Culture
Fieldwork
Techniques
• Research and Data
• Recording Culture
• Data Analysis
Fieldwork Techniques:
Two Major Research Approaches
•Etic •Emic
• data collected according to • seeks to understand what
the outsider researchers’ insiders say and understand
questions and categories about their culture, their
• “deductive”; goal of being categories of thinking
able to test a hypothesis • “inductive”; not hypothesis‐
• preferred by cultural driven
materialists • preferred by interpretivists
Fieldwork Techniques:
Data Collection Techniques
Interviews Field notes
Questionnaires
Watching and asking
Tape recording,
Life history photography, and
videos
Texts/historical sources
Team projects
Fieldwork Techniques:
Recording Culture
• Field notes—logs, personal
journals, descriptions of events, and
notes about those notes
• Audio recordings (of interviews),
photography, and videos:
• Ex: Tape recording in Spain
• Ex: Photography in Iceland
• Transcription of audio‐ takes a
long time!
Data Analysis
• Qualitative Data
• Descriptive field notes
• Narratives
• Myths and stories
• Songs and sagas
• Computers used to search for tropes
(key themes)
• Quantitative Data
• Numeric Presentation (Statistics)
• Example: Author’s research in
Jamaica on food stamps
Data Analysis:
Representing Culture
• Ethnography – descriptive writing about a
culture
• The main way cultural anthropologists
present their findings
• Early ethnographers wrote about
“exotic” cultures located far from
Europe and North America
• Ethnographies have changed in recent
decades
Part 3.3:
Urgent Issues in Cultural Anthropology Research
• Ethics and Collaborative
Research
• Safety in the Field
Prompted by Project
Camelot & The Vietnam
War
Ethics in
Anthropology
In 1971, a standard code of
ethics was adopted by the
AAA
Does not condone
“undercover”
research
The anthropologist’s main responsibility is to
ensure the safety of the people participating
in the research
New Approach:
Collaborative
Research
• Members of the study population
work as partners with the
anthropologist in
• Data collection
• Data analysis
• Presentation of findings
• Sharing credit for results
Chapter 3 Learning Objectives Revisited
3.1 Discuss how cultural anthropologists do research.
3.2 Recognize what fieldwork in cultural anthropology
involves.
3.3 List some urgent issues in cultural anthropology research.
Reminders
• Turn in participation sheets
• Chapter Quiz via BB
• Reading check (via REVEL) due
before next class
• Begin the Exchange of Chocolate
Assignment
Assignment: Exchange of
Chocolate
Located on Canvas