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The image of ethnography : making sense of the social through images : a structured method

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Abstract
Although systematic observation and interviews are the most common techniques in ethnography, a deep understanding requires research tools adapted to exploring beyond the observational scope. Nonconventional methods can support ethnography and complement observations and thus refine the construction of meaning. Qualitative research literature deals disproportionately more with some forms of data, typically text, lacking a structured method for visuals. This article arises from a case study using nonconventional methods, such as sociograms and participant-made drawings, and presents a structured method to attain enriched ethnographic analysis. Using this structured method, the research then draws on representation, visualization, and interaction as ports of entry into group dynamics. The aim being to open a way to discovery when visual and interactional representations do not easily translate into words. Spoken language presupposes an ability to capture and convey thought with precision and clarity and to know how the interlocutor may interpret words. A structured method to analyze images can fruitfully assist in the process. Since every research participant has a view on or a way of making sense of the research subject, the method is universal in application.
Keywords
ethnography, methods in qualitative inquiry, photo elicitation, constructivist GT, interpretive description, BENEFITS, DRAWINGS, SUCCESS

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MLA
Ayala Valenzuela, Ricardo, and Tomás Fernando Koch Ewertz. “The Image of Ethnography : Making Sense of the Social through Images : A Structured Method.” INTERNATIONAL JOURNAL OF QUALITATIVE METHODS, vol. 18, 2019, doi:10.1177/1609406919843014.
APA
Ayala Valenzuela, R., & Koch Ewertz, T. F. (2019). The image of ethnography : making sense of the social through images : a structured method. INTERNATIONAL JOURNAL OF QUALITATIVE METHODS, 18. https://doi.org/10.1177/1609406919843014
Chicago author-date
Ayala Valenzuela, Ricardo, and Tomás Fernando Koch Ewertz. 2019. “The Image of Ethnography : Making Sense of the Social through Images : A Structured Method.” INTERNATIONAL JOURNAL OF QUALITATIVE METHODS 18. https://doi.org/10.1177/1609406919843014.
Chicago author-date (all authors)
Ayala Valenzuela, Ricardo, and Tomás Fernando Koch Ewertz. 2019. “The Image of Ethnography : Making Sense of the Social through Images : A Structured Method.” INTERNATIONAL JOURNAL OF QUALITATIVE METHODS 18. doi:10.1177/1609406919843014.
Vancouver
1.
Ayala Valenzuela R, Koch Ewertz TF. The image of ethnography : making sense of the social through images : a structured method. INTERNATIONAL JOURNAL OF QUALITATIVE METHODS. 2019;18.
IEEE
[1]
R. Ayala Valenzuela and T. F. Koch Ewertz, “The image of ethnography : making sense of the social through images : a structured method,” INTERNATIONAL JOURNAL OF QUALITATIVE METHODS, vol. 18, 2019.
@article{8687662,
  abstract     = {{Although systematic observation and interviews are the most common techniques in ethnography, a deep understanding requires research tools adapted to exploring beyond the observational scope. Nonconventional methods can support ethnography and complement observations and thus refine the construction of meaning. Qualitative research literature deals disproportionately more with some forms of data, typically text, lacking a structured method for visuals. This article arises from a case study using nonconventional methods, such as sociograms and participant-made drawings, and presents a structured method to attain enriched ethnographic analysis. Using this structured method, the research then draws on representation, visualization, and interaction as ports of entry into group dynamics. The aim being to open a way to discovery when visual and interactional representations do not easily translate into words. Spoken language presupposes an ability to capture and convey thought with precision and clarity and to know how the interlocutor may interpret words. A structured method to analyze images can fruitfully assist in the process. Since every research participant has a view on or a way of making sense of the research subject, the method is universal in application.}},
  articleno    = {{1609406919843014}},
  author       = {{Ayala Valenzuela, Ricardo and Koch Ewertz, Tomás Fernando}},
  issn         = {{1609-4069}},
  journal      = {{INTERNATIONAL JOURNAL OF QUALITATIVE METHODS}},
  keywords     = {{ethnography,methods in qualitative inquiry,photo elicitation,constructivist GT,interpretive description,BENEFITS,DRAWINGS,SUCCESS}},
  language     = {{eng}},
  pages        = {{13}},
  title        = {{The image of ethnography : making sense of the social through images : a structured method}},
  url          = {{http://dx.doi.org/10.1177/1609406919843014}},
  volume       = {{18}},
  year         = {{2019}},
}

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