Anthropological theory deepens and extends the impact of ethnography, adding significant value to the companies, organizations and communities we work with. Because professionals who use and execute ethnography in business come to the job from varying backgrounds, many ethnographers are seeking to extend their training in theory and research. And when we do engage more deeply with theory, many of us find that the epistemologies that drive research in business contexts are often in tension with anthropological understandings of research, knowledge, data, and evidence. As anthropologists working in a corporate setting, we sometimes struggle to reconcile these tensions and maintain an anthropological perspective in the rush of everyday productivity and work objectives. In this tutorial, participants collectively explored what we saw as foundational theoretical perspectives that, historically, have shaped ethnographic method.
observation and objectivity
objects and meaning
the dynamics of power in the ethnographic encounter
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