Advancing the Value of Ethnography

Cyberurbans and Intermediaries: The New Individuals in Focus


Cite this article:

2015 Ethnographic Praxis in Industry Conference Proceedings, ISSN 1559-8918.

People that live in cities. Urban human beings that live in places that are far from being a flat space, but are places formed by multiple layers of intersected information. These layers affect each other and affect all people that are browsing them. Some time ago, we were guided by signs, outdoors, letterings, newsstands. Quickly, a new form of information source starts to shape our urban circulation. In our hands, people start to have access to all kind of data. Data as opinions and content from our friends (or not) starts to influence our decisions, in a larger scale. Between the physical and digital world, how are the relations? At the same time, people are having relations with others that are so close and others that are really distant. In this scenario, how will ethnography help us to understand the individual? Observing physically isn’t enough. How can we observe what happens in both worlds, the real and the virtual? What process and methodologies can we use to look for this whole comprehension? We can’t separate our physical and virtual existence, and the challenge here is to know this hybrid person.

Luciana Hamamoto Terceiro is a Fashion designer working on a Master’s Degree in Communication Research. She has more than 12 years of experience in information architecture and usability projects. Her main interest focuses on how to better understand people and make systems for them.