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Ethnography is a qualitative research method primarily used in anthropology and sociology that involves the in-depth study of people and cultures in their natural environments. Ethnography seeks to understand the social meanings and ordinary activities of people in specific settings through direct observation, participation, interviews, and immersion. It requires prolonged engagement in the field, where the researcher observes, interacts, and often participates in the daily life of the group being studied. The aim is to capture the perspective of the subject, often referred to as the “emic” view, and provide a thick, descriptive account of their cultural practices, beliefs, rituals, and social interactions. Ethnography has traditionally been associated with classical anthropological studies where Western researchers traveled to non-Western societies, often in colonial contexts, to observe and document the lives of ‘others.’ These studies often focused on exoticism, primitivism, and cultural differences, reflecting Eurocentric perspectives. However, over time, ethnography evolved significantly. In the latter half of the 20th century, ethnographers began to reflect critically on their methods, assumptions, and representations of the cultures they studied. This led to the emergence of post-modern ethnography, which questioned the authority and objectivity of the ethnographer, and emphasized reflexivity, subjectivity, and the politics of representation. Post-modern ethnography emerged in the 1980s as a response to criticisms of traditional ethnographic approaches. One of the key events that signaled this shift was the publication of the book *Writing Culture: The Poetics and Politics of Ethnography* (1986), edited by James Clifford and George E. Marcus. This work, along with others in the field, argued that ethnographic writing is not a neutral representation of reality but a form of textual construction _____ __________ __________ ________ ______ ________ _____ _____ _______ ___.
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