ELIZABETH TUNSTALL

Contributed Articles

The Yin and Yang of Seduction and Production: Social Transitions of Ethnography between Seductive Play and Productive Force in Industry

ELIZABETH (DORI) TUNSTALL This paper examines social transitions in forms of ethnographic representation from seductive play to productive force in Industry. With a focus on the hi-tech consulting and marketing fields, I examine the eight strategies of ethnographic representation include, (1) informal conversations, (2) designed printed materials, (3) video, (4) electronic presentations, (5) personas and scenarios, (6) experience models and diagrams, (7) opportunity matrices, (8) and experience metrics. It addresses the use of these strategies within modal degrees of symbolic seduction and productive force as shaped by the theories of Baudrillard and Taoist philosophy. I propose that the combination of the concepts of Seductive Play and Productive Force and Yin Yang provide a way out of several challenges in ethnography’s engagement with business decision-making, especially related to its role, mission, and power. I attempt to seduce ethnographers into seeing themselves as Taoist “scholar/warriors” able to maintain the human-centered...

The QAME of Trans-disciplinary Ethnography: Making Visible Disciplinary Theories of Ethnographic Praxis as Boundary Object

ELIZABETH (DORI) TUNSTALL Framed by the idea that ethnography is a trans-disciplinary praxis, this paper adopts Alan Barnard’s framework of the theory as questions, assumptions, methods, and evidence (QAME) to compare how ethnographic praxis is approached across the domains of anthropology, marketing, and design. The companies Intel, Cheskin, and IDEO serve as exemplars for each domain, respectively. Through a content analysis of academic journals and popular media, the paper explores the discursive meanings of ethnography as a “boundary object” across many domains. The paper concludes with how Barnard’s QAME framework can be used to make visible ethnography’s multiple meanings so that practitioners can improve interdisciplinary collaborations within organizations and better articulate ethnography’s value to business....