1. 박 상 미 한국외국어대학교 국제학부 교수 (문화인류학) 2013년 7월 22일 월요일 서울대학교 환경대학원 여름 특별 강좌
질적연구방법 (민족지적 연구방법) Qualitative Research Methods (Ethnographic Research Methods)
박 상 미
한국외국어대학교 국제학부 교수 (문화인류학)
2013년 7월 22일 월요일
서울대학교 환경대학원 여름 특별 강좌

2. Contents Ethnographic research 1) basics of research methods
2) interviews
3) observation
4) duration of research
5) research location and community
6) fieldnotes
7) pros and cons of ethnographic methods

3. II. Fieldwork Cases and research methods used
1) Work culture at a TV station in Taipei, Taiwan 2) McDonald’s in East Asia 3) Mobile phones and lifestyle changes 4) Starbucks and global modernities 5) Diasporic Kimchi 6) ICH-related fieldwork in Vietnam and Cambodia 7) Long-term research: 강릉단오제 8) “장소”를 중심으로 한 연구: 인사동, 가로수길, 강남

4. I. Ethnographic methods
Basics in ethnographic research methods:
holistic approach
comparative approach
participant observation
- participant observation :typical image of an anthropologist
(cf.: Malinowski’s three conditions for a sound fieldwork, 1922)
sympathetic understanding (understanding magic in Trobriand Islands)
Sydney Mintz’ experience on a sugar plantation in Puerto Rico

5. Interviews
- interviews: structured, semi-structured, and unstructured
- in-depth interviews
(cf.: overhearing)
Key informants (locating and maintaining relationship with them)
Confidentiality
Record or not?
Strategies…

6. Observation and background literature search
- unobtrusive observation
(cf.: ethical questions)
“fly on the wall”
Direct, reactive observation
Often for quantitative data
Children have less reactivity
balance the pros and cons of each observational methods
- literature search, text analysis, surveys for background information

7. Duration of research
- Ideally, at least one full year : several years, in most cases “The longer is not necessarily the better.” - shorter-term fieldwork: applied anthropology most of the marketing-related fieldwork most of the policy-related fieldwork

8. Research location and community
Closed, single-community research – 고전적인 인류학 연구
Trobriand Islanders (Malinowski)
Problem-oriented research – 현대의 추세
Globalization:
multi-sited research,
commodity chain research
Cyber-space research
Research by a team of globally-networked anthropologists

9. The diary (Bronislaw Malinowski) The log
Fieldnotes
Jottings
The diary (Bronislaw Malinowski)
The log
The notes:
Methodological notes
Descriptive notes
Analytical notes

10. 2) Pros and cons of ethnographic research methods
Pros: - creative and innovative outcome - “interpretation” - natives’ point of view - internal validity Cons: - representativeness - external validity – generalization - very costly and time-consuming

11. II. Case studies Work culture at a TV station in Taipei, Taiwan
- (1989 – 1991: fieldwork at the station based in the station’s labor union office, top-down approach, study-up, elite culture)
- long-term, full-fledged fieldwork
- work culture, gender, and social change
- a rite of passage for a new anthropologist
Research question comes from the field
- “simple” or “complicated”
- female propriety and working women’s identity
- “quasi-uxorilocality”

12. 2) McDonald’s in East Asia Holistic perspective
1994 – 1996: participant observation, interviews, literature search
A comparative research among Seoul, Beijing, Tokyo, Taipei, and Hong Kong
Team project and an instrumental threat to validity: the role of research manager and researcher training
Similarities and differences among the 5 sites
McDonald’s in Seoul: nationalism, a symbol of Americana, indigenous food culture
Golden Arches East: McDonald’s in East Asia, ed. by James L. Watson, Stanford: Stanford University Press, 1997 and 2007

13. 3) Mobile phones and lifestyle changes comparative research by a team
A comparative research among Seoul, Shanghai, and Singapore
Commissioned by two multinational corporations
Being a research manager: coordination among several groups of researchers – use of professional research firms
“Absence and presence”
“Technology and the future of human life”

14. 4) Starbucks and global modernities
A part of foreign cultures in Korea project
The role of the US in Korean society: representing the American vs. the global
Food and identities
Culture of consumption

15. 5) Diasporic Kimchi Ongoing research (2004 - )
A part of a project on new consumption culture and globalization of Korea: Univ. of Hawai’I
Food culture, family network, women’s identity, globalization and border-crossing
Korea, China (Yanbian and Shanghai), US (Vermont and LA), Japan (Osaka)
Participant observation, interviews, literature search
Later incorporated into a nomination file to UNESCO

16. 6) ICH-related fieldwork in Vietnam and Cambodia
A short-term research to adapt Korea’s heritaage safeguarding system to suit the tow countries’ local conditions (in 2002 and 2008, 2010) Collaboration with local professionals and academics No local language proficiency Mainly, observation, interviews with the professionals

17. 7) Long-term research: 강릉단오제
From 1998 – present, multi-sited ethnography
Tracing the local community’s experience in their relationship with UNESCO
Globalization, identity, heritage tourism, etc.
Researcher’s involvement in the local government’s global projects
Interplay of local, national, global agenda

18. 8) “장소”를 중심으로 한 연구: 인사동, 가로수길, 강남
An ongoing project, long-term Space and place, placeness Korean identity, globalization, and global identity Contestation, negotiation of meanings attached to space Processual approach

19. Remaining questions…
단순히 어느 현장에 있는 것과 민족지적 연구를 한다는 것은 어떻게 다른가? – explicit awareness의 유무
객관성과 주관성
연구자의 주관성
Postmodernism
Globalization and the future of anthropology, or ethnographic research
Cyber space, information technology, and ethnographic methods

20. 민족지적 연구에 관해 참고할 책들
Research Methods in Anthropology: Qualitative and Quantitative Approaches, H. Russell Bernard, Walnut Creek: Altamira Press, (fifth edition).
Writing Ethnographic Fieldnotes, Emerson, Fretz, and Shaw, Chicago: University of Chicago Press, 2011 (second edition).
『문화와 역사연구를 위한 질적 연구 방법론』, 윤택림, 서울: 도서출판 아르케, 2013.
Sangmee Bak, "Anthropological Studies of People, Place, and Culture, and The Implications for Area Studies," in International Area Review, vol 1. no.2, 1998.